Dermatology Marketing That Grows Both Medical and Cosmetic Sides of Your Practice
Whether you’re looking for more medical dermatology patients or you’re working toward offering more cosmetic dermatology to grow cash-paying revenue, you need digital marketing from experts who understand your industry. Dermatology marketing is complex, requiring an understanding of patient privacy, website security, skin conditions, treatments, and how your demographic thinks.
At Total Social Solutions, we specialize in helping dermatologists attract more of the right patients, improve patient retention, and grow sustainably, whether you’re focused on acne and psoriasis or injectables and laser treatments.
Common Challenges Dermatologists Face
Even the most skilled, reputable dermatologists can struggle to grow in today’s online landscape. The problem isn’t your care, it’s visibility. If patients can’t find you online, or if your digital brand doesn’t reflect the authority of your practice, they’ll choose the first search result they see, fueled by marketing dollars that don’t necessarily reflect credibility, expertise, and skill.
Here’s what we hear most often:
- “We’re not getting enough cosmetic patients.” Even with injectables or laser services on your menu, many patients will go to a practice that is good at marketing.
- “Insurance reimbursements aren’t covering our overhead.” Relying on volume alone in medical dermatology often puts pressure on your team and budget.
- “We don’t have time to do marketing ourselves.” Creating content, managing ads, and responding to reviews isn’t a job your front desk should be juggling.
If any of these sound familiar, the solution isn’t to do more; it’s to do it smarter.
We Understand Dermatology, and We Deliver Results
Find us in the American Society for Dermatologic Surgery (ASDS) Currents, 2017-Present
Dermatology isn’t just another vertical to us; it’s one of our specialties. We understand the unique balance you walk between medical and cosmetic services, the importance of HIPAA regulations, and FDA compliance in messaging. That’s why we don’t offer cookie-cutter strategies. We build marketing ecosystems based on what’s working now in real dermatology practices.
Our dermatology clients have seen:
- A 1,000% increase in website traffic within 3 months of launching a new site with improved branding, design, optimized content, and SEO
- Lower cost-per-click on targeted Meta Ads with structured campaigns that reach your target demographic
- Email open rates of 50–75%, thanks to segmented, timely, and branded campaigns patients actually want to read
Our Dermatology Marketing Services
Search Engine Optimization (SEO) & Local Visibility
Most patients start with a Google search. If your practice isn’t ranking on page one, especially in your city, you’re losing leads every day.
We help you:
- Identify what your target demographic is searching for online
- Discover services that your competition is largely ignoring in order to establish a more prominent presence in search engines
- Optimize service pages for common medical and cosmetic concerns (e.g., acne, eczema, Botox, microneedling), starting with the ones your target demographic searches for the most
- Build consistent local listings so Google sees your practice as trustworthy
- Write blog content that educates and converts
Website Design & Conversion-Focused Development
An outdated website signals an outdated practice. We design modern, secure, mobile-first sites that reflect your professionalism and convert traffic into booked appointments.
Jennifer Church Kilkenny of Total Social Solutions presenting at the ASDS Practice Management and Marketing Seminar in Chicago.
Our sites include:
- HIPAA-compliant contact forms
- Easy-to-navigate menus for both cosmetic and medical services
- Before-and-after galleries, reviews, and calls to action on every page
Social Media Marketing That Builds Trust
Dermatology is highly visual, but it’s also medical. That means your social media content needs to walk the line between aspirational and ethical.
We help you:
- Showcase real results (with patient consent)
- Educate followers about procedures, conditions, and outcomes
- Build a steady stream of content that stays true to your brand
Email Marketing That Works
A smart email strategy keeps patients engaged, educated, and coming back.
We create campaigns for:
- Monthly specials or product highlights
- Cross-promotions between medical and cosmetic services
- Reactivation of patients who haven’t visited in 6+ months
Paid Ads
We use data to target the right audience for your practice, not random impressions. Whether you want to fill Botox slots or boost skin cancer checks, we create ad campaigns that drive traffic and leads to your practice.
We handle:
- Facebook, Instagram, and Google Ads
- Landing page development
- Budget optimization for low cost-per-click
Jennifer Church Kilkenny of Total Social Solutions on a panel with Dr. Doris Day to discuss Reputation Monitoring and Management at the ASDS Annual Meeting. The panel was organized by Drs. Mona Gohara and Ellen Marmur
Reputation Management that Reflects Your Results
Patients read reviews before they book. That makes your online reputation one of your most powerful (or harmful) assets.
We help you:
- Automate review requests from happy patients
- Flag, respond to, or resolve negative reviews in a HIPAA-compliant way
- Turn 5-star reviews into website and social proof
Dermatology Marketing Questions & Answers
Do I really need dermatology marketing for my practice?
The majority of dermatology clinics need to promote their services. If your clinic is small and medically focused, you may find that marketing is not necessary so long as you have a steady stream of patients through insurance and primary practice referrals. However, even in these cases, putting off marketing is a mistake. It all comes down to your business’s needs and goals.
What are some useful dermatology marketing ideas?
First and foremost, know your audience. Invest in demographic research. Listen to what people are asking for when they contact your practice to schedule an appointment. Look at what other dermatologists in your area are talking about and promoting. Find your unique value proposition (UVP) and provide patients with a service they’re looking for that your competitors are ignoring. Once you have this information set, then you can move forward with marketing. Make sure you lay that branding foundation first.
Why should I choose Total Social Solutions as my dermatology marketing agency?
Total Social Solutions has offered dermatology marketing services for 15 years, collaborating with the American Society for Dermatologic Surgery (ASDS) for 10 years. We’ve spoken alongside renowned dermatologists, including Dr. Doris Day, at major conferences. We understand the needs and goals of dermatology practices that need help promoting and growing their businesses. We do not take a one-size-fits-all approach to your marketing. We do a business evaluation to determine your needs and goals and build a marketing plan from there. We also don’t require that you abandon any marketing teams you already have in place. We can do all of your marketing, or we can fill a gap in your marketing while collaborating with other vendors.
What are the most important dermatology marketing services?
The most important dermatology marketing services are the ones that bring you the results you need to reach your business goals. This means you’re focused on the long term while satisfying the short term. Your foundation: your website, search engine optimization (SEO), and email list. That being said, the most important services depend on your needs right here and now.
Dermatology marketing vs. advertising: what’s the difference?
Advertising is when you pay a platform to deliver your content to an audience; marketing is everything else and typically organic. Marketing is when you post to your Instagram and Facebook pages; advertising is when you pay Meta to send those posts to more people. There are more involved definitions of advertising and marketing, but this is the simplest explanation.
Which platform is best for dermatology?
Visual platforms are best for dermatology marketing. Facebook, Instagram, and TikTok are the top platforms. Twitter and Threads are more text-based posting and not as effective. However, posting on Threads is still recommended as it’s an easy duplication of effort from Facebook and Instagram. If you’re trying to decide which of the platforms to start with, look at your target demographic and research how locals use these platforms. This will help you determine the best place to start.
Dermatology marketing on Facebook: Is it worth it?
A lot of practices feel Facebook has gone quiet, but your patients are still there. Older Millennials, GenX, and Baby Boomer patients are active Facebook users. Meta advertising is also incredibly profitable, especially for cosmetic dermatology lead generation ads. When properly targeted with a good budget, Facebook can be lucrative to a dermatology practice.
Dermatology marketing on Instagram: Is it worth it?
Instagram is excellent for dermatology practices, especially when used alongside Instagram advertising. Run lead generation ads to get new cosmetic dermatology patients. You’ll reach younger patients than you would on Facebook as well.
What are the current trending topics in dermatology?
Trending topics change rapidly online and can be seasonal. However, since 2023, we’ve noticed that skin care for women in perimenopause and menopause is very popular. Additionally, hair restoration, sun safety, and natural-looking cosmetic results are popular. We are seeing less about dermal fillers and more about collagen regrowth and skin rejuvenation. Finally, weight loss with GLP-1 injections is still very popular, though it is more difficult to break through with telehealth options at low prices.
All that being said, it’s important to focus more on the unique value you provide to your patients over the trending topics. It’s not about going viral; it’s about reaching the right people who are looking for your services and expertise.
Do you have questions not covered here?
Contact us and let us know what you’re looking for.
Who We Work Best With
Total Social Solutions is ideal for:
- Small to mid-sized dermatology practices looking to grow cosmetic revenue
- Multi-location groups that need consistency across branding, systems, and performance
- Dermatologists who are ready to attract more qualified patients and improve ROI
- Practices launching new service lines, like weight loss, hair restoration, or body contouring
- Medical dermatology practices launching cosmetic services for the first time.
- Dermatology practices busy with medical patients but need more cosmetic business.
If you’re ready to grow but need a partner who gets the clinical and business side of dermatology, we’re here to help.
Book Your Free Personalized Dermatology Marketing Audit
Whether you want to grow your cosmetic services, improve visibility for your medical care, or just make your marketing more efficient, start with clarity.
We’ll show you where you’re missing traffic, how competitors are outperforming you, and exactly what to fix first to start growing your dermatology practice with confidence.