The patient who comes in for eczema biologics and the patient booking a Botox consultation are separated by different search intent, different conversion timelines, different platforms and different emotional drivers. Pick the track that matches the side of your practice you want to grow.
Your marketing looks like you spent an afternoon on it. We build medical dermatology patient acquisition systems that match the clinical standard your practice has already set: condition-specific campaigns, payer-mix-aware targeting, and attribution that closes the loop between ad spend and attended appointments.
Every medical dermatology patient arrives with a search already behind them. A rash they photographed at midnight. A mole they zoomed in on. A psoriasis flare that got bad enough in November to finally call someone. The search is urgent and specific, and the window between it and a booked appointment is narrow. Sometimes hours.
Campaigns optimized for all three convert at a fundamentally different rate than campaigns built for the middle alone.
Stage one
“Is this mole melanoma?” “What does eczema look like on adults?” The patient is not ready to book. They are trying to understand what is wrong. Content that answers with clinical authority, structured for AI platforms like ChatGPT and Perplexity alongside Google, builds the trust that turns a future search into your patient rather than a competitor’s.
Stage two
“Best eczema specialist near me.” “Mohs surgeon [city].” The patient has named their concern and is choosing between providers. Google Ads, condition-specific landing pages and visible insurance acceptance close this stage. The booking window is narrow. Often 24 hours between search and appointment.
Stage three
Branded queries. Direct calls. The patient has decided. Zero-friction inline scheduling, immediate confirmation and click-to-call close the loop. Campaigns optimized for all three stages convert at a fundamentally different rate than campaigns built for stage two alone.
Medical and cosmetic campaigns are built and managed as entirely separate systems. Separate campaign groups, separate budgets, separate negative keyword libraries, separate landing pages, separate reporting. The medical track never bleeds into cosmetic spend. The cosmetic budget never inflates your medical CPL.
Each condition gets its own campaign and its own landing page. Eczema patients land on an eczema page. Psoriasis patients land on a psoriasis page. Mohs surgery patients land on a surgical consultation page. Conversion rate on condition-specific pages versus a homepage averages three to four times higher in our audit data.
Mohs surgery patients have been diagnosed and referred for surgical intervention. They search for a Mohs surgeon specifically, not a dermatologist generally. Folding this into a general skin cancer campaign wastes budget on the wrong intent signals. We build it separately: its own keyword set, its own landing page, its own CPL benchmark.
Medical dermatology practices are filling their schedule with patients who match their insurance panels and their condition specialties. Standard campaigns optimize for click volume. Payer-mix-aware targeting optimizes for patient quality. The leads that convert to booked, attended, insured appointments.
We connect ad performance to your practice management system. CPL by condition. CPA by campaign. CVR by landing page. Payer mix quality score. Location-level CPA for multi-location groups. We report in the language of your P&L. Systems: Nextech, ModMed, Modernizing Medicine, Zocdoc, DrChrono, Athenahealth.
Psoriasis campaigns launch in October, six weeks before peak winter flare demand. Skin cancer screening launches in February before spring UV rises. Eczema winter content activates in November. You are positioned before patients start searching, not after.
A standard Meta Pixel on a psoriasis treatment page can constitute PHI transmission to Meta without patient consent. HHS and the FTC have both issued guidance on this. We configure HIPAA-compliant event exclusions on day one. It is the first technical task in every engagement.
We connect directly to your practice management system: Nextech, ModMed, Modernizing Medicine, Zocdoc, DrChrono, AdvancedMD, Athenahealth.
Properly structured Google Ads campaigns begin generating booked appointments within two to four weeks of launch. The first 30 days are infrastructure-intensive: campaign rebuild, condition-specific landing page deployment, EHR attribution setup, pixel compliance audit. Optimization begins by week three.
Entirely different patient intent. The screening patient may not know they have a problem. The Mohs patient has been diagnosed and referred for surgery. They search differently, land differently, and convert differently. One campaign cannot serve both.
A standard pixel on a medical condition page can transmit the fact that a specific user visited that page to Meta or Google, where they enter a custom audience. That is potential PHI transmission without patient consent. HIPAA-compliant configuration uses event-level exclusions to prevent this. We configure it before any campaign launches.
We connect ad performance directly to your practice management system. Every campaign is tracked through to attended appointments and procedure-level revenue, not just lead forms. CPL by condition, CPA by campaign, CVR by landing page, payer mix quality score. The reporting language matches your P&L.
Yes. For MSO clients we build scalable landing page architectures for rapid location additions, location-level CPA reporting, and cannibalization monitoring. That tracks combined patient volume to flag when a new location is dividing existing flow rather than adding new patients.
Med spas have outspent dermatology practices on Instagram and TikTok for three consecutive years. Lower overhead. Faster content. A social presence cosmetic patients find aspirational. They are winning the visibility competition in most markets.
What they do not have: board certification, residency-level training in facial anatomy, the clinical judgment to know when a result is heading in the wrong direction, or the capability to treat the complication when it arrives. Those are your advantages, and they are not visible in your current marketing.
The average cosmetic patient spends 6 to 18 months between first awareness of a procedure and their first consultation booking. Most campaigns skip that journey entirely.
Stage one
The patient is curious, not committed. They are consuming provider content, before/after results and procedure education. Awareness-level Meta content carries provider credibility, natural result showcases and clinical authority. No booking CTA. The practice that earns trust at discovery will be called at provider selection.
Stage two
The patient has named their interest. They are on RealSelf comparing reviews. They are Googling “best cosmetic dermatologist near me.” This is where your RealSelf profile, your Google reviews and your before/after library do the conversion work. Most practices win or lose the cosmetic patient here without ever knowing it happened.
Stage three
Two or three practices remain. The patient assesses credentials, looks at before/afters one final time, and books with the provider who made them feel most certain the result would look natural. Board certification, fellowship training and “we do not do overdone” closes this patient.
Three campaign layers running simultaneously. Awareness ads target cold audiences with educational content and provider credibility. No booking CTA. Consideration ads retarget warm audiences with before/after content, RealSelf review amplification and credential signals. Conversion ads target hot audiences with procedure-specific CTAs and seasonally-grounded urgency.
RealSelf is where cosmetic patients do their final provider comparison. Most dermatology practices have an abandoned profile that loses the cosmetic patient at stage two without ever knowing it. We manage RealSelf as a core acquisition channel: profile completion, active review generation, a before/after gallery with HIPAA-compliant consent workflow, and attribution tracking from RealSelf traffic to consultation bookings. In our client data, optimized profiles drive 15 to 25 percent of all cosmetic consultation bookings at zero ad spend.
We audit every med spa in your market before we write a single line of copy. Instagram strategy, RealSelf presence, Google review volume, pricing signals, ad creative. Your campaign is built specifically against what is in your market. Board certification is the lead argument in every ad and every landing page, not a footnote in the about page.
Botox patients land on a Botox page. Filler patients land on a filler page. Laser patients land on a laser page. Each page is built around the language a patient uses at stage three: natural results, provider credentials, before/after gallery, frictionless consultation booking. Pages carry FAQ schema markup for AI-platform discoverability.
Before/after content is the highest-converting creative format in cosmetic dermatology paid media. Most practices have results sitting unused in their EHR because no one built the workflow to activate them compliantly. We build the consent documentation process, the image handling protocol and the campaign integration so your existing library becomes a live acquisition asset.
Pre-summer Botox: active 8 to 10 weeks before Memorial Day. The 10-to-14-day settling window creates genuine, clinical urgency. Fall laser season: September through November, the optimal UV window for resurfacing. Pre-holiday Botox and filler: October. January aesthetics: live December 26, capturing the new-year intent spike.
Cosmetic retargeting audiences do not include visitors from medical condition pages. Eczema page visitors are not in a Botox retargeting pool. Before/after content is managed with a written consent workflow. Event-level exclusions are configured before any campaign launches.
RealSelf is not a review site patients occasionally visit. It is the platform where they conduct their final provider comparison before booking. Verified reviews, before/after galleries, and how recently the profile was updated.
A med spa with 60 active reviews and a full gallery wins the cosmetic patient over a dermatology practice with 4 reviews from 2021, even when the dermatologist’s credentials are objectively superior. The credentials are not visible on the abandoned profile.
RealSelf optimization and management is included in every Claros Digital cosmetic engagement. Not as an add-on. As part of the system.
Listed in revenue-hierarchy order: injectables first, laser second, skin treatments third, body fourth.
We work in the platforms your cosmetic practice already uses: RealSelf, Meta Business Suite, Google Business Profile, Nextech, ModMed, Zocdoc, Modernizing Medicine, Healthgrades.
The product differs in one critical way: board-certified dermatologists bring residency-level facial anatomy training and the clinical capability to manage complications. Our campaigns make that difference the lead argument, not a footnote. Every ad, every landing page and every consultation follow-up leads with clinical authority as the reason to choose your practice over a med spa.
RealSelf is where cosmetic patients conduct their final provider comparison before booking. Verified reviews, before/after galleries, provider Q&A engagement. Optimized profiles drive 15 to 25 percent of all cosmetic consultation bookings at zero ad spend in our client data. We manage it as a core channel, not a reputation management task.
Because conversion-stage ads are running at awareness-stage audiences. The cosmetic patient researches for 6 to 18 months before booking. Running “Book Now” at someone who discovered you 72 hours ago produces low conversion and high CPL. The fix is a three-stage campaign running simultaneously at the right audience segments.
Before/after content requires written patient consent specifically authorizing use in digital advertising; a standard medical photography release does not cover this. We build the consent workflow, manage the image handling, and ensure every before/after in paid media has corresponding documentation on file and meets Meta’s healthcare advertising policy requirements.
Four windows: pre-summer Botox (8 to 10 weeks before Memorial Day), fall laser season (September through November), pre-holiday Botox and filler (October), and January new-year aesthetics (live December 26). Each activates 90 days before the peak demand window.
We audit your current setup before the call. You arrive with a diagnosis. We arrive with a direction.
