If you’re a dermatologist or you run a dermatology clinic, and you’re looking to find more customers and rapidly grow your business, digital marketing is an excellent way to do it.
Online marketing can get your clinic seen by your ideal client, help you capture their interest, and ultimately entice them to become a customer… But where do you begin?
Though there are a lot of moving pieces involved, digital marketing for dermatology clinics doesn’t need to be complicated. If you want to know how to use digital marketing to build your brand, find more customers, and maximize your return on investment — while avoiding common and costly mistakes 😱 — we’ve collected some effective techniques below.
Every good digital marketing strategy is built on a clear brand strategy.
Whether you specialize in clinical procedures, luxurious facials, or the latest cutting-edge laser therapies, your brand is what will set you apart from the competition and cement your position in your industry.
What does a brand strategy look like? Your brand strategy can start as simply as a notepad where you jot down the answers to questions like…
What do we do, and why does it matter?
Who do we do it for?
How do we want to make our clients feel? What imagery, color palette, tone of voice, and overall vibe will support that feeling?
What niche does our dermatology clinic fill within this competitive industry?
How will we bring these goals into our patients’ experiences with us?
We can’t emphasize enough how important it is not to skip or overlook this step. When you take the time to thoughtfully develop your answers to these questions and other questions about your role in the dermatology space, you’ll have a North Star that guides the rest of your digital marketing activity.
Ultimately, your brand strategy should be the foundation that supports your overarching business objectives.
Your brand is much more than just your logo! It’s the reason the business exists. The feelings it evokes. The reputation you’ve built. The values you uphold. The emotional connection your customers have with you. The story you want to tell.
Once you’ve clearly defined your brand and answered those squishy-yet-important questions, it’s time to turn your attention to your website design and optimization.
Your dermatology website is your primary storefront online. Just like your physical practice, it needs to look great, be easy to find, and be super simple to navigate. Most importantly? Your site needs to entice visitors to become customers.
Conversion Funnel Or Journey
How are your product and service categories organized? Do you have areas dedicated exclusively to medical procedures and cosmetic treatments, or is your site information structured based on the skin conditions you specialize in treating?
Does your site offer search engines the information they need to bring you relevant visitors? These include title tags, headings, and URLs. Other questions (and answers) that matter to search engines include:
Have you included alt text on all images? Alt text helps search engines understand the content of an image.
How quickly do pages load? Slow page load is the kiss of death for impatient searchers.
Is the website mobile-friendly? Many potential clients search for dermatology services on their phones. Make sure your site looks excellent and is 100% usable on all phone models.
Is the page content useful and relevant? Gone are the days of adding basic information to your website and letting it sit for years. Your site should be a living organism that you update regularly with helpful content.
Are you including internal links? Link to other pages on your site to help users get around, and keep them in your “online clinic” for longer.
Are you using structured data? This type of back-end content helps search engines understand when they should pull “rich snippets” or “featured snippets” into search results. That means more clicks for you.
Have you included social tags? Can potential customers find you on social media and follow you there if they’re not ready to book yet?
This all-important consideration can’t be condensed into a single section (but we’ll try).
Consider all of the information and touchpoints it takes to turn a casual website visitor into a new client. What path do visitors follow when they visit your dermatology website? Does the site encourage them to become a customer, and if so, how? Where’s your website dropping the ball?
Most patients take multiple touches, and potentially weeks or months, before they’re ready to become your client. Make sure you’re speaking to customers at all stages of their journey — not just hoping to snare them at the beginning.
Once you’ve gotten your brand strategy and website locked down, it’s time to start focusing on lead generation. (👈 Why not sooner? Think of it this way: you wouldn’t pour water into a leaky glass, so why pour money into a website that isn’t yet optimized to snare clients?)
When you’re ready to “turn on the tap” of new customers, lead generation is the way to do it.
From SEO and PPC to social media advertising, there are a few lead-generation tactics you can use to entice more visitors to your website. Let’s dig a little deeper into what they involve.
Attract customers “organically” with SEO
We mentioned on-page SEO above. It goes hand-in-hand with the other branch of SEO, which is off-page SEO.
Together, these two aspects of SEO work together to help improve your organic rankings when someone uses Google or another search engine to search something like “dermatology clinics near me” or “how to treat acne scarring”.
While on-page SEO focuses on optimizing your website content, off-page SEO is about building high-quality links back to your site.
For example, you’ll want to claim your Google My Business listing. You’ll also want to ensure that your dermatology clinic details are consistent and
up-to-date everywhere you’re mentioned online (including directories like Yelp and HealthGrades).
You can also improve your off-page SEO by encouraging past patients to review your clinic
Why does SEO matter? Because the higher you rank, the more likely a searcher is to see your website and hopefully click through for a visit.
Launch Pay-Per-Click (PPC) ads to get in front of more potential customers who are searching for dermatology services
Improving your organic rankings with SEO can take time. Thankfully, you can instantly propel your dermatology practice straight to the top of the search results page by using PPC marketing.
Let’s look at a quick example:
Say you’re a boutique skin specialist operating in Los Angeles, and your clinic specializes in cosmetic laser treatments. With so many other large-scale medi spas and dermatology clinics to compete against, it can be a challenge to muscle your smaller clinic to the top of the search result pages.
PPC (or pay-per-click) marketing gives you the option to “bid” on certain keywords that are relevant to the products or services you provide. When users search for those keywords, your ads will appear in the Ad section at the top of the search results page.
A caveat: While PPC is a great way to generate leads, it needs to be backed by carefully formulated bidding and sales conversion strategies to ensure you don’t blow your entire ad budget without generating any actual sales. That’s why it’s a good idea to get some help from people that really know what they’re doing.
Advertise your dermatology practice on social media
Of course, there’s also the wide world of social media advertising.
Not to be confused with your regular posts on Instagram or Facebook, social media advertising works in a similar way to PPC marketing. Unlike PPC ads, though, social media ads are largely based on demographic targeting (rather than a user's search history).
Here’s an example of how you can smartly use social media advertising to bring in more clients. If your clinic is based in San Diego, and you think your latest stretch mark treatment may appeal to women who have recently had a baby, you can create targeted advertisements aimed at:
Within a particular age category
In or near the San Diego area
Who are listed as being married or in a relationship
See how granular you can get with demographics? That’s the power of
social media advertising.
There’s no point investing alllllll that effort to get your dermatology clinic seen, and then failing to get the viewer interested in what you have to offer.
That’s why the content you create — both on your website and your off-site channels — is paramount to attracting attention, creating interest, and building trust and motivation in your ideal clients.
Your content needs to command attention, engage readers and viewers, and build trust with your audience.
Content production isn’t always easy to master on your own, so here are a few quick tips:
Keep videos short and sharp (ideally under 30 seconds). Engage the viewer from the get-go, and try to tell a story. Make sure your videos are mobile-friendly, and that they display well on the platform where you’re publishing them (we’ve all seen cut-off TikTok videos on Instagram. That’s a no-no).
Use eye-catching images and videos. Keep posts short and simple. Try to relate to your audience. One easy way to relate? Ask lots of questions!
Develop useful and informative content that’s tailored to your products and services. Don’t be afraid to invest in professionally created website content. Always aim to be clear and concise, and remember to include keywords.
And if you take nothing else away from this post, remember one thing:
Always, always include a call to action (CTA) in your content. A CTA tells the viewer or reader what you want them to do: for instance, checking out your range of cosmeceutical products, booking a skin cancer check, or requesting a personal skin consultation.
Navigating the digital landscape can be confusing if it’s not your regular jam.
After all… healthy, beautiful skin is your thing.
Incredibly effective medical marketing is ours.
At MD Logica, we’re experts at providing intelligent business and marketing solutions for healthcare and aesthetic practices. We work exclusively with high-end medical and cosmetic care providers, and have extensive experience driving online business for dermatology clinics and practices.
Curious? We’re ready to dive in when you are.