Brand identity that signals medical clinical competence AND cosmetic aesthetic sophistication simultaneously. Websites built around both patient journeys — medical recall and cosmetic consideration — without either audience feeling underserved.
Dermatology brand has to work for two very different patient audiences. Medical patients evaluating for skin cancer screening need to see clinical competence, board certification, and reassuring seriousness. Cosmetic prospects evaluating for Botox or laser need to see aesthetic sophistication, results-focused positioning, and premium experience signals. Getting one right at the expense of the other loses substantial revenue in the segment that's underserved.
Discovery to understand your revenue mix positioning. Medical-heavy general dermatology? Cosmetic-heavy aesthetic dermatology? Mohs-focused surgical? Multi-provider group? Brand reflects specific positioning while serving both patient audiences.
Colors and typography that signal competence and premium quality. Neither overly clinical (drives away cosmetic patients) nor overly luxury-spa (undermines medical credibility).
Facility, provider, treatment room, and treatment photography. Before-and-after gallery direction with HIPAA-compliant consent protocols. Provider photos particularly important — patients evaluate physician approachability and expertise carefully.
Organized around dual patient journeys. Both medical and cosmetic paths clearly navigable from the homepage. Clear CTAs for both.
Skin cancer screening, acne, eczema, psoriasis, rosacea, Mohs surgery. Each with condition-specific copy, patient education content, insurance and appointment information.
Botox, fillers, laser resurfacing, chemical peels, body contouring, cosmetic consultation. Each with premium positioning, before-and-after content (compliance-appropriate), pricing transparency where appropriate, and consultation booking.
Board certifications, medical training, cosmetic training, Mohs fellowship (if applicable), specialty focus. Patients evaluate these carefully for both medical and cosmetic decisions.
HIPAA-compliant photo galleries organized by treatment. Written patient consent captured and documented. Faces cropped or blurred where consent does not extend to identifiable use.
Pre-appointment insurance verification integrated into medical booking flow.
Contact and booking forms configured for healthcare compliance. See HIPAA approach.
LocalBusiness, MedicalBusiness, Physician, Service schema.
Core Web Vitals green.
3-5 weeks.