Are you struggling to book appointments for your cosmetic dermatology practice? You’re not alone. Dermatologists are trained to diagnose and treat a variety of skin conditions, not to design websites and set up marketing campaigns. Unfortunately, marketing isn’t something you can ignore. If you don’t get a handle on your marketing now, you’ll continue to have trouble finding patients and generating revenue.

Lead to Conversion has the knowledge and expertise needed to craft a custom marketing strategy based on your brand’s values and target market. To find out more about using digital marketing to promote your practice, download Dermatology Marketing Mastery in 30 Days. You’ll get instant access to a 10-step action plan for generating high-quality leads and turning those leads into satisfied patients.


The most important aspects of marketing are always the plan and the audience. First, you need to establish what’s driving your strategy.

For example, you could be looking to increase product sales or get the word out about new cosmetic dermatology procedures. You could even raise awareness about the financing plans available on your website. The campaign you produce will differ significantly depending on what your focus is — and who you’re targeting it at.

women helping bariatric surgeons with their marketing

Develop a Strategy Specific to Your Brand

There’s no blueprint for dermatology marketing. It should be customized specifically to your brand’s values and target market. Provided you have a clear goal in mind and conduct thorough market research that references various data sets, you can create a dermatology marketing strategy to build and nurture a strong virtual and physical presence in the local and broader market.

Harness the Power of Tech

All businesses must make the most of the digital sphere. Technology and search engines aren’t reserved to one age group — pretty much everyone uses a smartphone. People use their phones for many functions, including entertainment and information. A dermatology marketing strategy can help you to get your brand in front of people on-screen.

You must make sure that your dermatology practice has a slick website that displays beautifully on any device. Additionally, you need to optimize it for search engines using the most up-to-date SEO practices and ensure you have a strong presence on social media.

How to Create a Dermatologist Digital Marketing Strategy

Dermatology is a growing market. People are health conscious and have the disposable income to spend on looking younger and feeling better about themselves. It’s not enough to take advantage of a bountiful marketplace. To stand out from the crowd, you need to wow every prospective patient who enters your website.

Your dermatology digital marketing strategy is vital because you’re managing potential patients’ first impression of your brand. To get it right, you’ll need to focus on the following:

Gather Data About the Local Market

You must find out about the local market so you can accurately target your dermatology marketing campaign. It’s also crucial to understand the local area so you can decide which procedures to offer.

Although general dermatology helps you to build a solid patient base, you should think about doing aesthetic procedures if the demand is high in your area.

Create an Extraordinary Customer Experience

When composing your dermatology marketing strategy, consider the entire patient experience. This includes every interaction the patient has with your brand. Part of your overall plan should involve mapping the whole patient journey so you can locate patient pain points and solve them.

Focus on PR

PR is crucial for marketing an expert service such as a dermatologist’s surgery. In general, the public is happier to see an article or medical advice from a doctor as opposed to explicit advertising. Local news outlets — print, broadcast and online — are usually glad to partner with local businesses. Consider writing a PR announcement about Botox, a weekly skincare column, or conduct interviews with fellow experts in the local media. Content marketing is about much more than just blogging.



Why Website Design Is Crucial

Your website is your online office. It’s often the first impression a potential patient has of your brand, and it can make or break their opinion.

The majority of consumers base their entire perception of the quality of your company on your website. As such, you must use clean, modern design techniques when developing your dermatology website.

Use Social Media Marketing to Build a Community

Social media is one of the most effective digital marketing tools for dermatologists. With 79% of the adult population using social media daily, you’re missing out if you’re not making the most of it. In today’s world, word of mouth on social media tends to carry more weight than the old-fashioned way.

Be very careful to ensure that each post is on-brand and has a positive message. In terms of marketing, people are likely to be put off by campaigns that focus on the negative.

SEO for Dermatology Marketing

Like many medical practices, dermatologists have traditionally relied on word of mouth as the primary means of marketing. While this used to be viable, in today’s world, it doesn’t quite cut it. Corporate entities with massive databases and high-end practices offering cosmetic procedures and spa facilities make the field incredibly competitive.

Search Engine Optimization for dermatologists gets your website to the top of the search engine rankings. There are two main elements of SEO:

  • On-page SEO includes your keyword usage, link structure, site navigation, original content, load times and mobile compatibility.
  • Off-site SEO is a little trickier. It involves ensuring that there are links to your website from other authoritative sites. Develop long-term relationships with relevant affiliates to send customers to each other’s sites.

PPC Advertising for Dermatology Marketing

PPC can be a cost-effective dermatology marketing technique to use alongside your other strategies with Google Ads being the most commonly used platform.

Google Ads lets you target ads to the most lucrative patients, displaying them at the top of search engine results. Even if users don’t click on your ad, it’s an excellent way to get your practice’s name out there in the digital space.


Ways Dermatology Practices Can Boost Their Online Presence

The top five ways most practices can improve their dermatology marketing output online are:

  • Protecting data with extra-secure sites (HIPAA compliant)
  • Making the website easier to navigate
  • Creating medical guides and resources that are discoverable by your target audience via Google
  • Adding customized videos for your website, e.g., before and after, meet the team, etc.
  • Having excellent web design focused on humanizing the operators
  • Testimonials


For more information, please call (855) 473-6582 to speak with a digital marketing expert today for a free, no-obligation consultation and assessment.

Whether you’re looking to design a new site, run a PPC or SEO campaign, or deploy a holistic strategy doing it all, Lead to Conversion will take the time to put together a customized digital marketing strategy guaranteed to solidify your online presence and precipitate bottom-line results.