Dermatology marketing
Dermatology marketing for a practice with a cosmetic side has one job: keep the cosmetic schedule full while the medical side runs on referrals and waitlists. We run ads for the treatments you want to grow, answer every lead in under a minute, and bring patients back on schedule, so cosmetic revenue doesn't depend on a slow week in the medical clinic.
From our team's data
Leads never contacted at all, before automation
Show rate after 72-hour, 24-hour and 2-hour reminders with confirm-by-reply
Patients returning on schedule after treatment-cycle rebooking
The leak
Most dermatology practices don't have a lead problem; they have a response problem. Medical patients wait weeks and come anyway. Cosmetic patients compare three providers in an evening and book with whoever answers first. In our team's dataset of 186,400 leads from med spas and aesthetic clinics:
Leads answered in under a minute booked 41% of the time; leads answered after 24 hours or never booked 5% of the time.
Before automation, 23% of leads were never contacted at all.
The median clinic missed 31% of incoming calls.
A dermatology front desk built for insurance verification and referrals rarely answers a Facebook lead in 60 seconds. That's the gap we close first.
Ads by treatment
Meta and Google campaigns for the cosmetic treatments with room on your schedule. Our team's Meta data for treatments dermatology practices commonly offer, median across clinics:
These are med spa and aesthetic clinic numbers; your market and pricing will move them. Treatment detail: laser hair removal marketing, microneedling marketing, HydraFacial marketing and Botox marketing.
Strategies
Nothing else pays back faster.
It took one hour to set up in our team's builds and brought a median $9,800 in added revenue over the first 90 days. How missed call text back works.
Before buying new ones.
For toxin, laser series and facials.
And reply to every review without patient details.
With open schedule time, using provider-on-camera video. In our team's tests it cut cost per lead 35% compared with polished stock creative.
And keep your Google Business Profile current.
It lifted 30-day purchases from 8% to 21% (42 clinics).
Compliance
Fit
Dermatology practices with injectables, lasers or skin treatments that want the cosmetic side to grow without adding front-desk hours. Med spas run on the same system; it's what we do as a med spa marketing agency.
We share exact pricing after a free audit.
Medical and cosmetic
A dermatology practice doesn't need more patients everywhere. It needs the right patients in the slots that are open. We start from your schedule, not from the ad account.
Which providers have cosmetic days, which treatment rooms sit empty, and which weeks are slow. Ads run only for treatments with room on the calendar.
The treatments with the best margin, the shortest decision cycle and a provider who wants to do more of them. In our team's data, facials, laser hair removal and neurotoxin had the lowest cost per new paying patient.
Many medical patients don't know you offer cosmetic treatments. In-office signs, a line in post-visit emails and a page on the website reach them. Check with your compliance advisor how you contact patients about other services.
Ad creative
These come from Meta campaigns across the med spas and aesthetic clinics in our team's dataset. They apply directly to the cosmetic side of a dermatology practice.
Case study
Glow Theory is a laser and skin clinic in Vancouver, British Columbia, offering the kind of treatments many dermatology practices run on their cosmetic side. Our team ran Meta ads plus the CRM and automated follow-up. Work led by our team, shared with the clinic's consent.
Canadian clinic; CAD figures converted at 0.73 USD. Before = the clinic's first 90 days, after = months 4 to 6. Ads, CRM and follow-up changed together, so the gains can't be credited to one part alone.
Launch plan
Instant text replies to every form, missed call text back, reminders with confirm-by-reply, and review requests after every visit.
A reactivation campaign to cosmetic patients who haven't been back, and treatment-cycle rebooking switched on.
Provider video, clear pricing, qualifying questions and a booking page or calendar, with every lead answered in under a minute.
Cost per new paying patient by treatment, then more budget only where the numbers hold and the schedule has room.
What to track
Medians across the med spas and aesthetic clinics in our team's dataset; before = a clinic's first 90 days, after = months 4 to 6. Method: our team's study.
Common mistakes
Before automation, 23% of leads in our team's data were never contacted. A busy medical front desk can't be the only follow-up.
Ads for everything get clicks from people who want nothing in particular. One treatment per campaign books better.
In our team's data, it raised cost per new patient 18%. More leads into a leaky process means more leaks.
Cosmetic revenue comes from repeat visits. Without treatment-cycle rebooking, only 41% of patients came back on schedule in our team's data.
FAQ
With ads for one or two treatments at a time, a treatment page for each service, fast replies to every lead, and automated rebooking. Cosmetic patients compare providers quickly, so response time matters as much as the ad.
Fix follow-up first: answer leads in under a minute, text back missed calls and send reminders. Then reactivate past patients and ask every patient for a review, and only then scale paid ads.
For cosmetic treatments, yes. In our team's Meta data, facials, laser hair removal and neurotoxin had some of the lowest costs per paying patient. Medical dermatology usually doesn't need paid ads.
It depends on how much cosmetic schedule time you need to fill and what each new patient is worth. We work out a budget per treatment in the free audit; ad spend is paid to the ad platforms directly.
Yes. Reminders with confirm-by-reply and a card on file are part of marketing operations; in our team's data, reminders lifted show rates from 61% to 78%, and a card on file lifted them from 74% to 87%.
They bring cheaper leads but worse patients. In our team's data, deeper discounts cut cost per lead 12% but lowered close rates by 9 points and repeat visits by 14 points. Clear pricing works better than percentages off.
Show the provider, name one treatment and give a clear price. In our team's tests, provider or patient-style video cut cost per lead 35%, and price framing such as "$11/unit" lifted click-through rate from 1.1% to 1.7% compared with "20% off".
Get a free marketing audit of your ads, follow-up and booking flow. No pressure, just a clear picture.
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