As a dermatologist, your expertise brings relief and hope to patients battling various skin conditions. However, clinical expertise alone is not enough to ensure the sustained growth of your practice.
That’s where dermatologist marketing comes in, which helps you reach new patients and expand your impact. Without a strong marketing strategy, even the most skilled dermatologists struggle to attract patients and help those in need.
Here’s the difficult part—developing a marketing plan for a dermatology clinic requires expertise, experience, and time, things you don’t have while managing your clinic.
But fret not because we have created this actionable guide for busy people like you to help you grow your practice.
Key Takeaways
- A well-executed cosmetic dermatology marketing strategy boosts patient acquisition and retention.
- Google My Business listings and local search engine optimization (SEO) are important tools for enhancing visibility in location-based searches.
- Create educational content because it builds authority, improves your online visibility, and helps you build trust with patients.
- Social proof, including reviews and case studies, also significantly influences patients’ choice of providers.
- Investing in a telemedicine platform helps you expand your reach and improve patient follow-up care.
Do Dermatologists Need Marketing?
Absolutely! Here are three important reasons why dermatologists need marketing:
- There are over 12,000 practicing dermatologists in the U.S., so the competition among dermatology clinics is quite high. Effective marketing ensures visibility and helps your practice stand out in a competitive market.
- Over 70% of patients research healthcare providers online before making an appointment. Without a solid dermatology digital marketing strategy, you miss the opportunity to acquire these patients.
- Dermatology practice marketing is a medium to educate patients about skin conditions, treatments, and preventive care. Medical literature consistently reports that patient education in dermatology positively influences treatment outcomes. [1]
How to Market Your Dermatology Practice?
Here are seven creative dermatology marketing ideas that will help you grow your practice:
1. Create Google My Business Listings
A Google My Business (GMB) listing allows businesses, including healthcare facilities, to manage their online presence across Google Search and Maps.
In the past few years, there has been a proliferation of location-based searches. Patients frequently look for dermatological services “near me.” In addition, 76% of people who search for something nearby visit a business within a day. [2]
With a GBM listing, when potential patients search for dermatology services in their area, your practice will appear prominently in local search results and on Google Maps. This will increase the chance that some of those patients will visit your clinic. Make sure to add accurate information about your practice in your GBM listing, such as:
- Address and phone number
- Hours of operation
- Services offered
The best part about a GMB listing is that it provides insights and analytics that help you understand how patients interact with your listings. These analytics include:
- Information about how patients found your practice (e.g., direct searches vs. discovery searches).
- Data on actions taken by patients, such as any calls they made to your clinic or any visits to your website.
2. Invest in Local Search Engine Optimization (SEO)
Local SEO is the practice of optimizing your online presence to rank higher in local search results. When patients search for dermatological services in their vicinity, Google uses various signals to determine which practices to display.
Local SEO attracts patients actively seeking dermatology services, so it leads to higher conversion rates compared to general SEO.
To improve local SEO, take the following steps:
- Identify keywords that potential patients might use to find dermatological services in your area (e.g., “dermatologist in [your city name]” or “acne treatment [your neighborhood name]”).
- Integrate local keywords into essential website elements, such as title tags, meta descriptions, header tags, and body content.
- Create blog posts that address dermatological concerns specific to your local population.
- If your practice serves multiple locations, create individual pages for each service area.
- Ensure your practice is listed in local directories (e.g., Yelp, Healthgrades, and Zocdoc) with consistent Name, Address, and Phone Number (NAP) information.
3. Create Educational Content
For dermatologists looking to establish authority and build patient trust, putting out free, valuable educational content is a good idea.
High-quality, evidence-based information positions you as an expert in your field. It also helps you build a relationship with potential patients. Plus, high-quality content improves your website’s search engine rankings.
To create truly helpful content for dermatology marketing, consider taking the following steps:
- Conduct surveys to gather feedback from patients about their concerns and interests.
- Use various formats to present information, such as blog posts, videos, infographics, webinars, and podcasts.
- Publish articles on common dermatological conditions (e.g., acne, eczema, psoriasis), treatment options, skincare routines, and preventative measures.
- Develop comprehensive guides or e-books on specific dermatological issues that patients can download.
- Address common misconceptions about your services in a dedicated FAQ section on your website.
4. Show Social Proof
90% of patients in a survey said they rely on online reviews to assess physicians and 71% said they consider online reviews as their initial step in searching for a new doctor. [3]
Social proof is a psychological term where individuals look at the behavior of others to guide their own actions.
To build social proof for your practice, you should actively seek feedback from your patients after consultations or treatments. When you receive positive testimonials, showcase them prominently on your website and social media platforms.
You should also consider developing detailed case studies that document patient journeys, including the challenges faced, treatments provided, and outcomes achieved. Make these case studies accessible on your website and share them through newsletters or social media.
If your practice receives recognition from medical associations or healthcare organizations, prominently display these endorsements. Such affiliations reassure prospective patients of your professional standing.
5. Incentivize Referrals
Dermatological care requires a high level of trust, especially when patients are seeking treatment for sensitive areas like the face. This means a referral from a trusted source significantly improves the likelihood that a prospective patient will choose your practice.
Plus, referral programs are more cost-effective than traditional advertising methods. The cost per acquisition through referrals is lower compared to pay-per-click or print advertising.
Here are a few tips to keep in mind while creating a dermatology practice marketing referral program:
- Choose incentives that resonate with your patients. Options may include discounts on future services, complimentary treatments, gift cards, or products from your practice.
- Provide patients with tangible referral cards they can share with friends or family.
- Actively promote your referral program during patient visits and through your practice’s online presence.
- After a treatment or consultation, send follow-up surveys to gather feedback. If patients express satisfaction, invite them to participate in your referral program.
6. Introduce a Teleclinic
Teledermatology clinics, which use telemedicine technology to facilitate remote consultations and follow-ups, improve patient access to your practice.
Teleclinics break down geographical barriers and make dermatological care more accessible, especially for patients in rural or underserved areas.
Regular virtual check-ins also help you monitor treatment progress and address any concerns promptly.
So consider investing in a telemedicine platform that allows for secure video conferencing, messaging, and electronic health record (EHR) integration. Then, develop workflows that incorporate teleclinic services into existing operations, such as:
- Billing
- Scheduling
- Documentation
- Follow-up care processes
7. Outsource Marketing
As a dermatologist, your main goal is to provide high-quality care to your patients. When patient satisfaction is prioritized, it translates into improved patient retention and positive word-of-mouth referrals.
However, managing dermatology marketing tasks while ensuring high-quality patient care quickly gets overwhelming. The complex nature of marketing requires specialized knowledge and skills that are not within the scope of a dermatologist’s training.
A marketing specialist can take care of complex tasks and ensure that your campaigns are executed flawlessly. You can easily get one on board via freelance sites like Upwork, Fiverr, LinkedIn, or MarketerHire.
Final Thoughts
A key aspect of running a successful dermatology clinic is ensuring you maintain a well-stocked supply of high-quality cosmetic products.
Even the most effective dermatology marketing strategies will fall short if your practice cannot meet the increasing demands of patient care.
As your patient base grows, so does the need for reliable, top-tier products to deliver the promised outcomes. To guarantee you’re sourcing the right products for your clinic, schedule a consultation with Medica Depot sales today.
FAQs
How Do I Make My Skincare Business Stand Out?
You can make your skincare business stand out by offering personalized treatments, using social proof, and maintaining a strong online presence.
How to Advertise a Skin Clinic?
A few ways to advertise a skin clinic include educational webinars, targeted social media ads, influencer partnerships, and exclusive, limited-time skincare promotions.
How to Increase Sales of a Skin Clinic?
Implement loyalty programs, host skincare workshops, collaborate with local businesses, and offer seasonal promotions to increase the sales of your skin clinic.
References
- Zirwas MJ, Holder JL. Patient education strategies in dermatology: part 1: benefits and challenges. J Clin Aesthet Dermatol. 2009;2(12):24-27.
- ThinkwithGoogle. Mobile location stats 04. Think With Google. Published August 29, 2024. https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/mobile-location-searches-to-store-visit-data/
- How patients use online reviews: What you need to know | software advice. Available at: https://www.softwareadvice.com/resources/how-patients-use-online-reviews/ (Accessed: 13 October 2024).
