Best Dermatology Marketing Strategies to Leverage
Your main goal as a dermatologist is to provide quality care for your patient.
How do you do that if patients are not coming to your practice?
That’s why you need a solid dermatology marketing strategy to attract patients, boost your reputation, create awareness, foster patient retention, and stand out in the ever-competitive dermatology space.
Dermatology marketing is unique due to the wide range of skin conditions, treatment methods, and procedures, which has led to higher competition and an increased chance of choosing the wrong marketing tactics.
That is why I have compiled the top 10 Dermatology Marketing Tactics you can use to book more patients and grow your practice.
Dermatology Marketing Tactics Table of Contents:
- Search Engine Optimization (SEO) for Local Searches:
- Content marketing is the engine for SEO
- Utilize Google Ads and Remarketing
- Introduce video ads via OTT & C-TV to hyper-target patients
- Email marketing is critical for growth
- Consistent Video Content (make sure to mention capturemd here)
- Introduce eCommerce for Aesthetics products and services
- Reputation SEO is essential (this is basically just that you need to generate new review on Google Business profiles to increase their SEO rankings)
- Backlink building to take SEO to the next level
- Grow social media engagement
1. Search Engine Optimization (SEO) for Local Searches
SEO helps your dermatology website and online content rank high in search engine results pages (SERPs). It is an organic way to drive traffic to your dermatology website as patients go online to search for the services you offer.
Remember, 75% of people never go past the first page of search results.
When done right, your medical SEO can be a vital source of bringing qualified leads to your practice as against driving random unqualified traffic.
- Your dermatology SEO tactics may include:
- Keyword research: Conduct a keyword search to find the words and phrases local patients use to find dermatologists, then incorporate those terms into the content of your website.
- On-page optimization: Optimize titles, meta descriptions, and content on your website for the keywords you want to rank for.
- Local SEO: To increase your presence in local search results, optimize your Google Business profile and other online directories.
- Content marketing: Publish educational blog posts, videos, and other information that benefits your audience and establishes your credibility in the dermatology industry.
In this post, our focus is on SEO for Local Searches because most of your business comes from patients who live or work nearby.
You can get a million visitors to read a blog post about “Rosacea” on your website, and if these visitors are not within your local area, there is no chance of any of them becoming your patients.
That means your brick-and-mortar practice needs to focus on ranking locally for your primary treatments and services, not nationally.
For dermatology practices with multi-location, your local medical SEO should focus more on location pages and Google Business Profiles to deliver top rankings on “near me” searches.
When patients search for “Rosacea treatments near me,” the highest rank results and Google My Business “Local 3 Pack” map are significantly impacted by proximity, relevance, and reviews.
To get the most out of local SEO like we helped Tennessee Orthopaedic Clinics increase their organic website traffic, make sure you include the following items on the page:
- Google Business Profile embedded map
- The city name in the title tag and on the page several times
- Providers that see patients at that location
- A short write-up about that location.
2. Content marketing is the engine for SEO
As we discussed above, your SEO can drive traffic to your website, but the content on your website determines whether the visitor becomes your patient. Content is king.
Publishing high-quality content on your website helps your potential and returning patients see that you “know your stuff” and position you as an expert.
Relevant content also helps you rank high in search results for new keywords by showing Google that you are an authority in your niche.
Content marketing can help you improve your local SEO rankings if you write about issues specific to your area. Your blog content can also be a source of ideas for social media posts, which are among the best channels for attracting new patients and should be a part of your dermatology marketing strategy.
Content can also be in images, videos, podcasts, and ebooks. You can create original and helpful content that addresses common skin problems, clarifies how to treat different skin types, and offers skincare tips.
Additionally, you can use your knowledge and experience to dispel myths and provide your patients with accurate dermatology information. This can encourage patients to select your dermatology practice for their needs.
3. Utilize Google Ads and Remarketing
The only scalable, predictable strategy to quickly attract new patients for your dermatology practice is through paid advertising.
Unlike other forms of marketing, with paid ads, you’re paying to get in front of your potential patients FAST!
One of the best options for paid advertising is Google Ads because of the patient search intent and the lead quality.
Google Ads for dermatologists gives you the most targeted, qualified traffic because patients go on Google to research more about their skin issues.
For example, if a patient searches for “acne treatments in Texas,” and you have Google Ads up for that treatment, there is a high chance of the patient converting because of their search intent.
This patient is actively looking for a solution compared to someone scrolling on other social media platforms.
You can use Google Ads to target your ideal patients using their locations, demographics, and interests.
Another way to utilize Google Ads is to show your ads on third-party websites you believe your potential patients visit. For instance, you can target medical websites like WebMD or sites relating to a profession if that industry is associated with skin problems.
Remarketing is a way of generating leads and appointments for your practice at a low cost. If you visit a website and as soon as you leave, you start seeing their ads following you everywhere you go on the internet, that’s remarketing.
Potential patients may visit your website to read your content and forget to book an appointment. Instead of leaving everything to chance, follow up on them using remarketing ads. Stay top-of-mind until they convert to patients.
4. Introduce video ads via OTT & C-TV to hyper-target patients
According to Appsflyer.com, OTT (over-the-top) is the distribution of video content via the internet using any device.
OTT platforms include Netflix, Disney+, Pluto TV, Hulu, Tubi, Peacock, Paramount+, and Apple TV.
CTV (connected TV) is a gadget that transmits video content, such as Chromecast, Roku, Smart TV, or Amazon Fire Stick.
You can introduce CTV & OTT Video Ads to boost your dermatology marketing efforts. This makes it possible to reach your potential patients when they are streaming their favorite video content on all their linked devices.
CTV and OTT users have surpassed 200MM and 197MM, respectively, and these people stream a video for over an hour every day.
According to Statista, OTT users in the U.S. alone can reach 313.4m by 2027 — about 90% market penetration. Statistics like this one is why more than 60% of online advertisers expect to spend more on OTT and CTV in the coming year.
Additionally, you can tailor your ads for each environment to offer a unified brand experience across various gadgets and touchpoints, boosting patient engagement and brand awareness.
5. Email marketing is critical for growth
Email marketing is an effective way to promote your dermatology practice to new patients and stay in touch with the current ones.
The purpose is not merely to remind patients of their appointments. It’s an opportunity to educate your audience and keep your practice in their minds.
You can build relationships with your audience and promote repeat business using newsletters, promotions, and updates. An opportunity to generate additional revenue for your practice without spending on ads.
For example, you can upsell a service or product, drive repeat aesthetic procedures, and encourage patients to visit you when they develop a skin concern using dermatology email marketing.
Here’s how to create an email list:
Offer an incentive like helpful skincare tips not on your website or a discount to email subscribers. Then set up a form on your website where patients can sign up to receive these incentives and let them know you’ll send them emails regularly.
Some key email marketing tactics include:
- Segment your email list: create different groups for your email list so that you can send them personalized messages that they can relate to and act upon. EG: send an email encouraging repeat aesthetic procedures to only those who need it and not everyone on your email list.
- Foster engagement: your email subject should encourage patients to open the email. Your email should provide value that makes patients engage with it. Use clear calls-to-action (CTA) to tell patients what you want from them after reading your email — it can be to book an appointment, follow your socials, or leave a review.
6. Consistent Video Content
You have probably heard a million times that people love to consume video content more than any other content. You need to create more video content to improve your dermatology marketing strategy.
Videos can help you improve patient engagement, build authority, generate qualified leads, and foster patient retention. It also helps develop a know, like, and trust relationship with the physicians and practitioners.
Get a doctor in front of the camera to create engaging and educational dermatology videos about different topics ranging from skin health to skincare tips and post them on your social media pages, YouTube, and website.
To build trust, in your free time, you can set up a “live video session” where patients can interact with you in real-time to learn about various skin issues and treatments.
Video testimonials are another valuable assets you need in your dermatology marketing strategy. You can showcase them on your website, social media pages, emails, or paid ads.
At Intrepy Healthcare Marketing, we understand the impact of videos and how daunting video creation can get. That’s why we created our own SaaS healthcare video marketing tool, CaptureMD, that helps you create quality videos in a few clicks.
7. Introduce eCommerce for Aesthetics products and services
After visiting your clinic, many patients want to maintain a skincare routine tailored to their skin type. You can open a dermatology eCommerce store so patients can purchase skin care items without visiting your clinic or taking time off work.
You can make more money by selling skincare goods your patients need and having the items delivered to them when they place an order. Patients who buy online are more likely to make repeated and extended purchases than those whose need to visit the clinic every time before buying.
Even if patients have unique needs or concerns that call for particular ingredients or formulations, with an e-commerce store, they can now find, buy, and replenish the products they want.
With an effective online shop design, content, marketing, and remarketing, patients can learn more about their favorite products and find complementary items quicker. This helps to increase revenue and fosters loyalty.
By running special promotions, many aesthetics clinics generate a significant portion of their revenue from consumable services like injectables and fillers. With an online store, a patient can quickly claim a special offer. This increases the chance of buying the next injectables from you.
8. Reputation SEO is essential
You must create a system to generate new reviews on your Google Business Profiles (GBPs) to increase your SEO rankings. Patient reviews are one of the top 3 most important local SEO factors.
If a potential patient searches for “acne treatment near me,” Google Business profiles with reviews that include the keyword “acne treatment” will appear in the map results.
So it’s crucial to collect positive reviews that mention the particular procedures you’re trying to rank for in search results.
Google places the local search experience highly, and they now rely heavily on user-generated content to provide GBPs accuracy and relevance.
They seek patient reviews of the care received at your facilities and will extensively consider these reviews when determining where you will appear in local search results.
If your goal is to rank as high as possible, you need to have a system for dermatology reputation management. Automation is highly preferred.
Before using our agency, in 2019, Infectious Disease Consultants of Georgia generated 19 total reviews. In 2020, we generated 211 new patient reviews for them in 180 days. A 1,010% increase in new reviews!
You can also collect patient video reviews in a few clicks using our video software, CaptureMD.
9. Backlink building to take SEO to the next level
According to Backlinko, backlinks are links from one website to a page on another website through anchor text.
Backlinks essentially represent website votes. These votes each let search engines know that the content is useful, reliable, and relevant. Therefore, the more “votes” you get, the higher Google and other search engines will rank your website.
Since it’s crucial for your website’s ranking on Google, backlinks help build your practice’s reputation and credibility, making more potential patients trust you.
Some ways you can build dermatology backlinks include:
GUEST POST: You can build backlinks by guest posting about skin conditions on other websites with an audience similar to yours and create a link that leads to a related post on your website. You can also build backlinks using social media posts.
CLAIM PROFESSIONAL PROFILES: If you haven’t already done that, go and claim your practice’s profile with Google, Yelp, Bing, and ZocDoc. This also helps improve your general SEO.
PODCAST: Find health-related and skincare-related podcasts, offer to be their guest with a relevant topic, deliver a mind-blowing session, and let them backlink to your website.
You can also post content on relevant forums.
10. Grow social media engagement
Social media is another essential part of your dermatology marketing strategy because an average person spends at least 2 hours of their time on social media learning from others and seeking entertainment.
With an active presence on platforms like Facebook, Twitter, TikTok, and Instagram, you can interact with current & potential patients and advertise your practice. 60% of patients said they trust doctors’ posts on social media.
You can use social media to share patients’ testimonials and educational content like skin care tips and skin issues to build your credibility in the industry.
Promote your blog, website, and services using social media to attract potential patients to your practice. Also, responding to your patients’ messages, comments, questions, or tweets on social media can help build a relationship with them.
Advertising on platforms like Facebook and Instagram is highly effective. The ads are cost-effective and have the most reach of any social media platform.
You set up “remarketing” ads on Facebook and Instagram to win the business of potential patients who visited your dermatology website without converting.
Wrapping up Best Dermatology Marketing Strategies to Grow Your Practice
Dermatology marketing strategies are ever-evolving, so you must stay ahead of the curve if you don’t want your practice to suffer the consequences.
Additionally, track and measure your dermatology marketing strategy efforts to know which tactics work best for your practice and where to fix the leakages.
I hope you found these top 10 dermatology marketing tactics insightful. Don’t delay a second in implementing them if you don’t want to be left playing catch up to competitors.
Intrepy Healthcare Marketing offers a range of medical marketing services focused on growing dermatology practices and generating new, high-revenue patients.
Book a free video practice marketing assessment call with one of our team members by clicking here.