Digital Marketing

Dermatology Marketing: How to Grow Your Practice Online

By Just Digital Team
Dermatology Marketing

Dermatology, and thus dermatology marketing, is growing rapidly. Not only has awareness of and need for skin cancer treatments increased, cosmetic treatments like Botox and anti-aging procedures are also on the rise. Dermatologists are the life-saving heroes of skin cancer patients and the fairy godmothers of aging. They provide both clinical treatment and cosmetic services to those who need it.

With an increase in demand, dermatologists need to push more and stand out from the crowd to make sure all those people searching for their services can find them with ease.

And what’s the best way to do that? Marketing.

It isn’t easy to create and carry out an entire dermatology marketing plan from scratch. It takes expertise, experience, and most of all, time. Now, I know time isn’t something you have when you’re juggling running a clinic, managing staff, and getting better at your practice! But it’s absolutely essential that you know the basics of marketing your dermatology practice if you’re going to keep running it.

So, to make things easier, we’ve created a dermatology marketing guide that will help you reach new patients. We’ll be listing what you need, some strategies, and some tips at the end.

Now, so we don’t waste any time:

Dermatology Marketing

dermatology marketing

More and more healthcare practices are turning to digital marketing to keep up with the new world of business.

Even if healthcare is an essential business, people are now aware of the choices and options they have. It’s so easy to go online and search “dermatology clinics near me.” If the patient doesn’t find you online, you’re immediately off the table.

This makes digital marketing an essential for dermatology practices. You need to show up online and look good!

Dermatology Marketing Necessities

Before starting a marketing campaign online, there are a few things you’re going to have to set up.


We’re loving Apostrophe’s clean, minimal, and easy to navigate website. Something as simple and attractive as this can already impress your website visitors.

The first thing you’re going to need is a website. Your website is your front desk, online. This is where potential patients will go when they want to learn more about your clinic or if they’re considering your practice.

It’s also where prospective clients will form their first impressions of your clinic. With that said, your website needs to be dressed to impress.

It should exhibit your skills and credibility, your services and the conditions you treat, your staff and location, and an easy way to get in touch. You can also provide clients an information section or an about page where they can read more about you and your clinic, your vision, mission, core values, ethics, etc. Make sure to include lots of testimonials!

Aside from design, how your website functions is vital. User experience is a big deal for website visitors when it comes to deciding whether or not they should contact your clinic. Users should be able to easily navigate your website and find the information they need. It should be optimized for both mobile and desktop users.

One great way to make it easy for patients to reach out is a chat bot, where they can ask questions regarding their suitability as patients and make contact with a real person without picking up the phone.

If you really want to get into the 21st century, have a booking page where clients can fill out intake forms and schedule appointments with you online. This will definitely give you an edge over competitors who insist on their patients going the old school route of calling to book an appointment and spending the first 15 minutes of that appointment filling out forms.

You can hire a dermatology marketing agency like us to create a website that perfectly represents your brand. Give us a call or send us a message and we can make a kickass website like the one below.

dermatology marketing

Pure Dermatology wanted to stand out with their branding and digital presence. They were looking to expand their medical practice by creating a brand identity that is cohesive and consistent across all digital and print materials.

So we created a website that focused on close-up shots of the skin with images set in a cool blue or gray background color palette. Furthermore, we kept the images focused on the portrait, selecting photos with fewer background elements to convey that fresh, modern, carefree feel that is Pure Dermatology. Their website features lots of reviews, clear call to actions, and all the information you could ever need on their services.


The best thing about PPC (Pay Per Click) ads is that they only target users who are actively searching for your services, and you only pay every time someone clicks on your ad. It’s efficient and cost effective in that sense.

Another bonus is the fact that you can track and analyze your campaigns. There is analytic software you can use to track your ads to improve, optimize, and create more effective ad campaigns.

The trouble is, mastering Google Ads is not a pain-free process. It takes a lot of time, testing, and retesting to figure out an audience, ad, and keyword set that are going to work for you, and you will lose money in the meantime. We don’t recommend venturing into the world of PPC management without an expert to help you out.


Google My Business local listings

More and more people are turning to Google to search for local products and services they need. It’s an increasing trend for users to search “near me” queries for their convenience.

“Near me” or “close by” type searches grew by more than 900% over two years.”
Chat Meter

Google My Business is a free platform that helps local businesses be seen online. Google My Business lets you manage how you want your business to appear on Google Search and Google Maps.

Your listing should feature important, up-to-date, and accurate information about your business. When you create your listing for your dermatology clinic, you need to specify your clinic name, location, hours, and contact number. This is crucial information that your potential clients will want to know.

Aside from basic, yet important, information, Google My Business allows you to reply to customer reviews, add photos, accept bookings, see your analytics, and share any updates about your clinic. Once you have a listing, make sure you take advantage of the many features, and above all, request reviews! You will be favored by search engines and gain more interest from potential patients for your efforts.

Having your clinic listed with Google will give you a chance to reach locals who are searching for a dermatology clinic near them.

Social Media Pages

We’re loving DermUtopia’s Instagram page. They’re super engaging and they post photos that could benefit their clients.

Social media has evolved from being platforms that connect people to something more. Most people use them as a kind of background/credibility check for businesses. Users will check a clinic’s social media page to get a better idea of what the practice is like and whether or not they want to become a patient. Now, social media accounts are a must for all dermatology practices.

If your social media page is unkempt, people will assume your clinic isn’t legit. An active business on social media shows authority, builds trust, and keeps you top of mind with your patients.

Another important thing to keep in mind when it comes to social media is consistency. Your tone of voice, your overall aesthetic, and how regularly you post should all be consistent. It’s a lot of work, but absolutely crucial to a successful social media strategy. If you decide this is the direction you want to go but you don’t want to personally be responsible for the work, use a digital marketing agency to ease your load. That way you can focus on your practice and leave the dermatology marketing to the experts.

Dermatology Marketing Strategies

dermatology marketing strategies

Be clear on your services and target audience

This is going to sound like common sense, but you’d be surprised how many dermatologists don’t do this: list all of your services on your website, social media, business listings, and any other place your clinic info appears. If you’re going to grow your dermatology business, you really have to be clear on the services you offer. After all, it’s the services your patients are after. They might not know you can take care of their condition if you don’t list it in your services.

Speaking of your patients, make sure you are making an effort to get to know your audience. How old are most of your patients? Are they mostly there for cosmetic services, or medical? Why did they choose you, and can you get them to recommend their friends or leave a review? You must know who your market is and how to maximize the impact of each patient.

Apostrophe uses diverse models to send a message that they serve many demographics, and dermatology is not just for women.

Patient experience first

We all know nothing can beat how effective word of mouth is when it comes to marketing and advertising. The majority of people have bought something or acquired services through a friend’s recommendation.

The best way to get the word of mouth marketing campaign rolling is by concentrating on your patient experience with your clinic. Each person should leave your clinic feeling like the money they paid was worth it.

Positive patient experience can be achieved by making sure their interaction with you, from the first moment they discover your clinic until after their appointment, is pleasant and comfortable.

Respect your client’s time and make sure the booking process is smooth. Your staff needs to be welcoming, approachable, kind, and gentle. You can also track the satisfaction of your patients by doing patient surveys. Ask for their feedback so they know you care, plus you get to improve your services.

You can also ask them if they could leave you a review online. This way, those who see your dermatology clinic online can see the experience of your previous patients. These reviews are as powerful as word of mouth, so don’t forget to ask your patients for one.

SEO strategy

All businesses want to be on the first page of Google’s search results, and an awesome SEO strategy is key. There are countless benefits to having a kickass SEO strategy, like:

  • Higher search results ranking
  • Increased website traffic
  • Increased brand awareness
  • Credibility
  • Generate leads and increase conversion rates

The only way to acquire those benefits is by optimizing your dermatology website.

We can’t go through all the ways to optimize your website for search engines here, but this article on Tips to Improve Your Website’s SEO Ranking should give you lots of action items!

Content marketing

One surefire way to improve your SEO is by blogging. Include a blog on your website and make sure to update it regularly to increase your chances of getting a higher SEO rank. Blogs are great for driving traffic and attracting potential patients to your website.

There are many topics you can explore, such as product reviews, how-tos, skincare tips for different skin types, etc. Just make sure it’s valuable to potential clients and includes the keywords you want to rank for. Google will see the new content going up on your site and deem you relevant, up-to-date and knowledgeable. Make sure you share your blog posts on your social media page, emails, etc.

SkinTour is a top-rated dermatology blog, and we can see why. She posts content consistently and keeps providing value to her readers.

Blog posts don’t have to be super formal or even long. Make them conversational, easy to read, interesting, and informative. These pieces of content have to provide value to get more users to read them.

If you’re too busy to manage a blog and consistently produce content, you can hire freelance writers or work with a digital marketing agency that can write and manage for you.

Dermatology Marketing Tips

Promos, Specials, & Giveaways

Promos, giveaways, and specials are great for engagement, brand awareness, and tempting potential patients to buy your products or acquire your dermatology services.

These promos and specials will leave people with a sense of FOMO (fear of missing out.) They will want to grab the opportunity of a discount or promo code while it lasts.

dermatology technique - promotions
Dr. Wang Herbal Skincare is a dermatologist with his own products. The brand uses promotions, specials, and giveaways to entice users to engage with his brand and buy his products.

Giveaways are a great way to gain attention for your brand. If your contest requires sharing a post or tagging people, more and more people will know your brand and join the hype.

You don’t have to sell products to do specials or giveaways. Offer a one-time cosmetic treatment for free or 50% off – it just has to be enticing enough for social media users to be willing to share it or tag a friend. It’s a great way to spread the word about your services, gain followers, and get your social media engagement up! It’s usually a cheap dermatology marketing campaign with great payoff!

Online Booking & Payment

We love how Advanced Dermatology and Cosmetic Surgery included an online booking and payment option for their patients. It’s convenient, time-saving, and it gives patients a positive experience because it creates smoother transactions.

We live in a time where there is software available that can ensure the safety and privacy of patients who want to book an appointment online and make their payment.

ZocDoc is a trusted software that allows patients to book the appointment they want any time, any day.

Video Marketing

LA Beauty Skin Care Center Does a great job of posting videos on their Instagram profile. They post anything from procedures to before and after videos and fun shots of their team.

Videos have been a trend on social media for quite some time now, and it won’t be going anywhere anytime soon.
You can incorporate video marketing by posting video ads or just short clips on social media.

Videos are great for holding peoples’ attention. You can shoot a video that shows your procedures, a before and after, a tour of your clinic, you giving advice, your staff, a day in the life of a dermatologist, skincare tips and secrets, and many more.

There’s no need for fancy equipment. We’re lucky to be living in a world with smartphones that shoot high-quality photos and videos.
Trust us when we say that video marketing is a worthy investment. Your dermatology clinic will attract attention and generate brand awareness, increase engagement and get higher conversions.

Social Proof

dermatology marketing technique - social proof
Pure Dermatology Denver includes all their certifications on their website to communicate their trustworthiness.

Credibility and trust are extremely important when it comes to dealing with anything related to the medical industry.

People want to be sure they’re in good hands, but how can you prove that?

The answer? Social proof!

Make sure ample reviews and testimonials appear on both your website and all business listings and profiles. We recommend a minimum of three on each platform you appear on, but more is always better!

However, there are other ways you can provide users with social proof:

  • Write blog posts on any awards you receive
  • Share news publications or features
  • Use the logos of certifications you have on your website
  • Repost images shared by happy patients
  • Post glowing reviews on social media

Anything that signals to potential patients that you are trustworthy and provide good value is great social proof!

There are various tips, tricks, and strategies you can use to improve your dermatology marketing campaign. You have some good ideas here, now you just need to execute them!

Digital marketing requires you to learn a lot, from editing websites and creating ads to writing content, SEO, SEM, and much more. It can get really overwhelming when you’re already running a dermatology practice.

There’s no shame in asking for help! You can always partner up with experts like us to turn your ideas into a reality. We’re your growth partners, let us help your practice reach greater heights with our dermatology marketing services!

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