Medical and cosmetic dermatology campaigns, Mohs referral development, skin cancer screening awareness, and exclusive territory partnership for Florida dermatology practices. We work with one derm practice per metro — and we understand the dual medical/cosmetic economics that define dermatology practice growth.
Dermatology sits at the intersection of two very different practice economics that most agencies never navigate correctly. Medical dermatology (skin cancer screening, acne, eczema, psoriasis, rosacea) is insurance-based, high-volume, and recall-driven — the practice runs on annual skin exams and chronic condition management. Cosmetic dermatology (Botox, fillers, chemical peels, laser resurfacing, body contouring) is cash-pay, high-margin, and consideration-driven — overlapping with the med spa market but with the added credibility that comes from a board-certified dermatologist performing the procedures.
Most marketing agencies pick one or the other and undermarket the second. They run generic derm ads for medical services and miss the cash-pay cosmetic revenue that represents 40-60 percent of gross margin in most dermatology practices. Or they run cosmetic-focused campaigns and ignore the recurring insurance visits that provide the practice's revenue floor. Either failure leaves substantial revenue on the table.
Compounding the challenge in 2026: private equity is aggressively rolling up independent dermatology practices, creating national chains with heavy marketing budgets that squeeze independent practices out of Google Ads bidding and directory placement. Independent Florida dermatology practices that want to defend market share need marketing that leverages the boutique-service positioning independents can offer and PE-owned chains cannot.
Local Healthcare Marketing built our dermatology practice differently. Operations-first — we install the skin cancer screening recall automation, cosmetic consultation booking workflows, and Mohs referral tracking before we run ads. Dual-vertical — every engagement addresses both the medical and cosmetic revenue streams strategically. Exclusive — one dermatology practice per Florida metro, contractually.
See the full breakdown of our dermatology marketing services
Most dermatology websites lean either sterile-medical (ceding cosmetic patients to med spas) or heavily cosmetic (undermining medical credibility). We rebuild around a dual-brand strategy that serves both audiences — medical patients see clinical competence and skin cancer expertise; cosmetic prospects see aesthetic sophistication and results-focused offerings — without either audience feeling like an afterthought.
Dermatology searches dominated by "dermatologist near me," "skin doctor [city]," "Mohs surgery [city]," and cosmetic-intent queries ("Botox dermatologist," "cosmetic dermatologist [city]," "acne specialist"). Winning the local pack drives the majority of new patient volume for both medical and cosmetic segments. See dermatology local SEO.
Dual-track campaigns: medical (skin cancer screening, acne, eczema, psoriasis, Mohs surgery, rash) plus cosmetic (Botox, fillers, laser resurfacing, chemical peels, body contouring). Each track with dedicated campaigns and landing pages. See Google Ads for dermatology.
Multi-channel acquisition combining Google Search, Meta and Instagram (critical for cosmetic derm), RealSelf presence, and physician referral development for Mohs and complex medical cases. See new patient acquisition for dermatology.
Automated annual skin exam recall (should drive 40-50 percent of visit volume for medical derm). Cosmetic consultation booking with treatment-specific intake workflows. Chronic condition management reminders (acne follow-ups, biologics injection schedules, cosmetic maintenance appointments). AI call handling. Reactivation for lapsed patients. See recall and cosmetic automation.
HIPAA-aware review request workflows. Response templates. Patient SMS and email tied to seasonal opportunities (spring skin cancer awareness month, summer sun damage recovery, fall Botox season, end-of-year FSA/HSA spend). See reputation services.
Florida has the highest sun exposure of any state in the continental United States and one of the highest rates of skin cancer diagnosis. Melanoma incidence in Florida runs approximately 25 percent above the national average. Non-melanoma skin cancer (basal cell, squamous cell) incidence is even higher — hundreds of thousands of Floridians develop skin cancer each year. Every one of them needs a dermatologist for screening, biopsy, and treatment (increasingly including Mohs micrographic surgery for larger or facial lesions).
The demographic overlays make this even more valuable. Florida's 65+ population — the highest-risk skin cancer demographic — is the largest in the US. Snowbird patients from Northern states arrive with 6-8 months per year of Florida sun exposure history and often use their winter Florida stay to catch up on skin exams. Fair-skinned retirees in South Florida golf communities and Gulf Coast beach towns represent the highest per-capita skin cancer screening demand in the country.
A Florida dermatology practice with disciplined skin cancer screening recall and strong referral relationships with local PCPs, ophthalmologists (facial lesions), and community oncologists can capture $200,000-500,000 in annual medical dermatology revenue from screening and treatment alone — before cosmetic revenue is added.
Typical Florida dermatology practice revenue mix: 55-70 percent medical (insurance-based visits, biopsies, treatments, biologics infusions) plus 30-45 percent cosmetic (cash-pay Botox, fillers, laser, chemical peels, body contouring). Practices that market only their medical side leave the cosmetic revenue undeveloped. Practices that market only the cosmetic side lose their medical revenue floor when a competitor with better recall discipline captures their annual skin exam patients.
The highest-margin practices run coordinated dual-vertical marketing — medical marketing drives sustained visit volume and recall-based revenue; cosmetic marketing captures cash-pay high-margin services from existing medical patients (upsell) and net-new cosmetic prospects (acquisition). We design engagements that address both.
Contractual. One dermatology practice per metro per specialty. PE-owned chains cannot claim this promise because they operate at metropolitan scale — an independent practice partnering with us gets the exclusivity advantage that chain competitors structurally cannot match.
Brand and website work covering both medical and cosmetic positioning. GoHighLevel CRM with BAA. Google Business Profile rebuilt. Skin cancer screening recall automation deployed. Cosmetic consultation booking workflows configured. Mohs referral tracking (if applicable). Physician referral list developed.
Dual-track Google Ads live (medical + cosmetic). Meta and Instagram Ads live for cosmetic acquisition. SEO content production starts. Skin exam recall automation active. First new patients within 14 days.
A/B testing on both medical and cosmetic campaigns. Front-desk training on cosmetic upsell conversations with medical patients. First reactivation campaign to lapsed patients. Dashboard live tracking both medical and cosmetic KPIs.
Expand what works. Layer in premium cosmetic campaigns (laser resurfacing, body contouring) if applicable. Membership program launch for cosmetic maintenance if not already in market. Decision on ongoing retainer.
Our first published dermatology case studies launch once engagement data is available. In the meantime, every strategy call includes a walkthrough of how we would approach your specific Florida market.
Medical-focused general dermatology: $3,000-7,000/month combined. Practices with strong cosmetic sub-service: $5,000-12,000/month. Mohs-heavy surgical practices: $4,000-10,000/month. Multi-provider dermatology groups: $8,000-20,000/month.
Yes — the marketing approach overlaps significantly with our med spa methodology. Cosmetic-only derm practices should evaluate our med spa cluster too.
Mohs marketing is primarily referral-based — from general dermatologists, PCPs, and complex cases from ophthalmology. We build the referral outreach program as part of the engagement.
The exclusive-territory promise plus boutique-service positioning is designed exactly for this. Independent practices win against chains on personalized care, board-certified physician access, and premium brand experience — the marketing reinforces those advantages.
Then we cannot work with you.