Dermatology
Dermatology marketing for cosmetic and private-pay services
Dermatology practices run two businesses at once: medical dermatology, which fills itself, and cosmetic dermatology, which has to be marketed. The work is separating them so advertising spend goes where the margin is.
You work with me, directly, one-on-one. No account managers, no juniors, no handoff.
Who this is for
- Dermatology practices with a cosmetic or private-pay arm worth growing.
- Practices whose medical schedule is full while the aesthetic side has gaps.
- Owners who want cosmetic demand without changing how the medical side runs.
What usually goes wrong
One campaign for the whole practice
Medical searches are cheap and plentiful, cosmetic ones are expensive and valuable. Blended, the cheap ones win the budget.
Cosmetic pages written like medical ones
Different buyer, different question. Cosmetic patients want price, downtime and what it looks like afterwards.
Health audience rules ignored
Remarketing to people who viewed a condition page is not permitted in sensitive health categories.
What I run
- Service-line separation
- Cosmetic campaigns kept apart from medical demand, with their own pages and budgets.
- Cosmetic service pages
- Price ranges, downtime, session counts and who performs the treatment.
- Local SEO
- The map pack decides a large share of dermatology searches.
- Compliant creative
- Copy and imagery built to survive review in a sensitive category.
- Tracking
- Booked appointments by service line, sent back as the bidding signal.
How it starts
- Week 1 Audit: the account, the tracking and the path from enquiry to patient, with a written 90-day plan.
- Weeks 2 to 4 Capture fixed at every entry point. Campaigns narrowed to the services that justify them.
- Weeks 5 to 8 A verified stage becomes the bidding signal, and form fills drop to secondary.
- Month 3 onward Budget follows cost per patient by service, reviewed monthly with you.
Proof
On my current healthcare programme I inherited an underperforming account and rebuilt it: cost per acquisition came down by about 78% while spend grew.
Talk to the person who will actually do it
The audit is $500 per ad account, comes with a 90-day plan, and is credited toward the first month if you continue with me. Retainers start at $5,000 a month, adjusted to budget and workload. Ad spend is paid by you directly.
Where I am not the right fit. Under roughly $10,000 a month in ad spend a retainer rarely pays for itself. I will say so on the call and suggest the audit plus a fixed project instead.
Common questions
Should I advertise medical dermatology at all?
Usually only where you have capacity and a specific service to fill. Most medical demand arrives without advertising.
What about Mohs and skin cancer services?
These are referral and reputation driven. Content and local visibility do more than advertising.
Can I target people with a skin condition?
No. Health-interest audience targeting is restricted, which is why the conversion signal matters more here.
Do cosmetic and medical need separate websites?
No, separate sections and separate campaigns. One site, clearly divided.
How long until it works?
Traffic in days, a reliable cost per booked cosmetic appointment in one to three months.
Who does the work?
I do. Nothing is subcontracted or delegated.