Dermatology Marketing and Advertising: a Guide

Once upon a time, referrals, word of mouth, and paper ads may have been the best ways to grow your patient base — but to continue that growth in an increasingly digital world requires some innovation. Just as you update the ways you provide care as science advances, you should be regularly re-thinking your marketing and advertising techniques.

These days, many dermatologists are taking to social media — even building large followings — as a way to share their expertise and connect with new audiences. Even if blowing up on TikTok isn’t at the top of your to-do list, you can take other steps to build your practice. Other digital marketing strategies such as online reviews can help establish credibility, while services such as online scheduling and telehealth make getting to the dermatologist more convenient. 

Below, learn more about dermatology marketing and advertising — and glean practical insights for growing your practice. 

How to grow a dermatology practice

There’s no one right way to approach marketing. Digital marketing and advertising — using the internet to promote your practice — is one especially effective method to acquire and maintain patients. 

Benefits of digital marketing

There are several unique benefits to digital marketing for dermatology practices. Learning about the potential benefits can help you determine the best methods for you. 

More control over strategy and creativity

When you’re using digital strategies, you can be as specific and creative as you want as you build your brand reputation. “You can really dial into your niche market with digital marketing,” says Taylor Ockman, director of operations at Palm Beach Dermatology Group

For example, you can market skin cancer screenings to old adults or acne consultations to younger folks. If you try out one method that doesn’t successfully pan out, then you can easily change your approach or pivot to another strategy. 

Digital marketing works for most budgets

It can be fairly inexpensive to use certain digital marketing techniques, such as regularly updating your website and maintaining social media accounts. But if you have a larger budget, you can go the extra mile to optimize your digital presence, by purchasing ads on social media or investing in an email campaign software. “

Quick access to data

Sending out mailers and advertising on billboards can be effective, but it’s also difficult and time-consuming to measure your return on these types of investments. Measuring digital data is much more efficient. 

You can easily track how people found your website or came to your office and invest in the strategies that prove most effective. With digital marketing, you can capitalize on the investments that are working for you rather than shooting in the dark,” says Ockman. 

Updating your brand

Create a website 

Your website should not only contain useful information for your patients, it should also be attractive and easy to navigate. If your website seems like it hasn’t been updated in a while, potential patients may also assume your practice is out of date. Don’t forget to optimize your website for mobile users, as about 61% of web traffic now comes from mobile devices. 

Establish consistency 

Along with creating a web presence, design a logo you use across multiple platforms. Consistency makes your brand easy to recognize and conveys professionalism. 

Content marketing 

Your website should include important details such as your services and contact information. You can also use it as a platform to publish content that establishes you as an expert in the field of dermatology. Regularly publishing blog posts can help you with search engine optimization (SEO), making you more discoverable to patients searching for dermatology advice. 

Digital marketing ideas for your dermatology practice

Email marketing 

Sending email newsletters is an easy, low-cost way to stay in touch with your patient base (along with potential patients). Keep your audience informed about happenings in your practice, and draw them to your site with interesting content on topics such as skin care and skin conditions. 

Ockman recommends being thoughtful about email campaigns. You can send blasts to specific demographics to promote different services. 

Social media marketing 

With the number of people who rely on social media for information, it’s smart to create accounts for your practice. You can use channels like Facebook, Instagram and TikTok to establish yourself as a dermatology expert and familiarize people with your practice. 

You can also buy social media ads to become more visible to patients from particular demographics.

Ockman says it’s important to know your audience and choose social media outlets accordingly. For example, if you’re hoping to acquire younger patients, you may want to focus on TikTok. But if you primarily work with older people, then Facebook may be a better alternative.

Pay attention to SEO 

If someone needs a dermatologist, they will probably search for one online. SEO is a practice that helps place your website near the top of the results, making it more likely people will schedule an appointment with you. 

Purchasing Google Ads is one way to ensure your site gets the traffic you want. You can also optimize the content on your website to capture keywords people are searching for, whether through blog posts or web copy. 

No matter how you’ve traditionally advertised your dermatology practice, it’s important to be aware of the most effective digital methods. The right digital marketing strategy can help lead people to your website to make appointments, but also allows you to highlight your clinical expertise in new ways.