Dual-track acquisition covering medical dermatology patients (skin cancer screening, chronic conditions) AND cosmetic dermatology prospects (Botox, fillers, laser). Built for how Florida derm patients actually search and decide.
Medical dermatology patients typically arrive through three channels — PCP referral for skin concerns, direct search after noticing a suspicious lesion or persistent skin condition, or scheduled annual skin exam recall. Their decision cycle is short (days to weeks) and heavily influenced by insurance in-network status.
Cosmetic dermatology prospects follow a much longer decision cycle (30-120 days from first search to booked consultation). They research provider credentials heavily (board certification matters more here than in med spa marketing), evaluate before-and-after photo galleries carefully, and often compare 3-5 providers before deciding. Instagram plays a major role in the consideration phase.
Medical track: skin cancer screening, acne, eczema, psoriasis, Mohs surgery, biopsy, rash. Cosmetic track: Botox dermatologist, filler consultation, laser resurfacing, chemical peel, cosmetic dermatology [city]. Separate campaigns, separate ad copy, separate landing pages. Cost per medical booked patient $50-150; cost per cosmetic booked consultation $100-350.
Where available. Dermatology LSA has been expanding across Florida metros. Pay-per-lead with Google Screened badge.
Critical for cosmetic dermatology. Visual format works well for cosmetic results content. Instagram in particular drives cosmetic consideration. Meta cosmetic ads target age-appropriate demographics with brand-appropriate creative.
RealSelf is the dominant cosmetic procedure directory. A well-maintained RealSelf presence with regular Q&A responses, treatment posts, and patient reviews drives significant cosmetic dermatology consideration and consultation booking.
For Mohs and complex medical cases. Systematic outreach to PCPs, ophthalmologists (facial lesions), oncologists, and general dermatologists for Mohs referrals.
Healthgrades, Vitals, ZocDoc, WebMD physician finder, American Academy of Dermatology member directory, Mohs College fellow directory (for Mohs surgeons).
Highest-ROI ad type. Website visitors who did not book get service-appropriate retargeting (medical vs cosmetic tracked separately).
Medical patients within 7-14 days of Google Ads launch. Cosmetic consultations within 14-30 days (longer consideration cycles). Physician referrals from cold outreach 60-120 days.
Depends on your current revenue mix. Practices with strong medical foundation should invest in cosmetic development for margin expansion. Cosmetic-heavy practices should invest in medical recall to build a revenue floor.