Dermatology
Dermatology marketing for practices with a waitlist to manage
A dermatology practice rarely lacks demand; it lacks the right mix of it. We plan your search ads, Local Services Ads, Google listings, social ads and email so new patients for skin cancer checks, Mohs surgery, psoriasis and hair loss reach the right provider, inside the ad policy and privacy limits of healthcare.
- 8,100"dermatologist near me" searches a month in the Charlotte area, on average across the year
- 720 to 2,900"dermatologist for skin cancer" searches in the Charlotte area, October 2025 against July 2026
- $0.18low end of the estimated Charlotte click cost for "Mohs surgery", against $7.44 for "psoriasis treatment"
- 4,400"dermatologist charlotte" searches a month in the Charlotte area
The short answer
What makes dermatology marketing different from other healthcare marketing?
Dermatology marketing decides which patients fill a scarce schedule: a practice with months of demand for routine visits still has to win the skin cancer, Mohs, psoriasis and hair loss patients its providers trained for, and keep new patient slots for them.
Most searches are broad, "dermatologist near me" or just "dermatology", and they price close together. The condition searches below them do not: a psoriasis click costs about forty times a Mohs click, because drug brands bid on the same words. Dermatologist is one of the health categories that can run Local Services Ads, and skin conditions are sensitive topics for audience targeting, so ads target searches and places, never people by diagnosis. We plan dermatology ads, each office’s Google Business Profile, social ads, SEO for dermatology and patient email as one system, and read results as kept appointments by service line.
As a dermatology marketing agency, we plan medical dermatology first; injectables, lasers and facials sold on their own follow the med spa playbook instead.
What dermatology practices need their marketing to solve.
These are the pressures we see in dermatology accounts, from a two-provider office to a group with Mohs surgeons and physician assistants across several locations. They are why a dermatology plan is built differently from a walk-in clinic or a therapy practice.
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A schedule booked months out
Routine skin checks can fill the calendar on their own. Marketing has to steer the open slots to the services and providers the practice wants to grow, not just add more requests.
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Medical and cosmetic in one office
A rash, a changing mole and a cosmetic consult come from different patients, at different prices, often with different staff. One campaign for all of them muddles every number.
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Providers with different skills
Mohs surgeons, general dermatologists, pediatric dermatology and physician assistants each have their own capacity. Each service line has to land on the provider who can see it soonest.
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Insurance decides the visit
Patients search by plan, including Medicaid. A practice that takes a plan should say so on its pages and listings; one that does not should not pay for those clicks.
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Referrals beside self-referral
Mohs surgery and complex cases often arrive from other physicians. Search serves the patient; the referring office needs its own path and fast scheduling.
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Photos and privacy
Skin is visual and reviews often describe a condition. Before and after images, review replies and tracking all need rules so no patient’s condition reaches an ad platform or a public reply.
What patients search when they need a dermatologist, and when.
Monthly searches and estimated click costs for the searches a dermatology practice competes for. Most volume sits on broad "near me" terms; the condition searches below them carry the seasons and the price gaps.
| Search | US / mo | Est. click cost, Charlotte |
|---|---|---|
| dermatologist near me | 673,000 | $2.67 to $8.80 |
| dermatology | 450,000 | $2.53 to $8.00 |
| dermatologist charlotte | 5,400 | $3.15 to $10.51 |
| psoriasis treatment | 201,000 | $7.44 to $18.59 |
| mohs surgery | 165,000 | $0.18 to $3.55 |
| dermatologist for skin cancer | 135,000 | n/a |
| hair loss dermatologist | 110,000 | $2.88 to $12.00 |
| mohs surgery for basal cell carcinoma | 49,500 | $0.11 to $1.16 |
| dermatologist near me that accept medicaid | 6,600 | $2.66 to $9.85 |
| skin cancer screening | 9,900 | $3.25 to $6.96 |
- Skin cancer searches climb into summer
- "Dermatologist for skin cancer" rose from 720 Charlotte searches in October 2025 to 1,900 in March 2026 and 2,900 in July, then fell to 1,000 by September. "Mohs surgery for basal cell carcinoma" peaked earlier, at 1,300 in April against 40 in October. Skin cancer budgets belong in spring and summer.
- Psoriasis swings and prices high
- "Psoriasis treatment" sat between 590 and 1,300 searches from October to April, then jumped to 6,600 in May and again in September 2026. Its clicks start at $7.44, almost three times "dermatologist near me", because treatment brands bid on the same words. It earns a separate, capped campaign.
- Mohs and hair loss run on their own lines
- "Mohs surgery" held near 1,900 searches every month with clicks from $0.18, the cheapest in the data. "Hair loss dermatologist" ran 1,600 a month from March to June 2026 and slipped to 720 by September. Each needs its own page and its own provider.
Source: OVERTOP Search Intelligence, 12-month averages for the United States and the Charlotte, NC media market, pulled October 2026. Estimated click cost is the typical range advertisers pay for a top-of-page click.
Our approach: it depends, and the data decides.
A general dermatology office, a Mohs surgery practice and a multi-location group with a cosmetic suite need different plans. Four things decide where a dermatology plan starts.
- Your goals Fill a new provider’s schedule, grow Mohs referrals, build a psoriasis or hair loss clinic, or open an office. Each starts with a different keyword group, page and listing.
- Your timeline Search ads and Local Services Ads move bookings within weeks. A new office’s reviews, referral relationships and the condition pages that rank build over months.
- Your budget Broad "near me" clicks start near $2.67 and Mohs near $0.18, while psoriasis starts at $7.44. A smaller budget goes to the service lines with open slots, weighted toward spring and summer.
- Your competition Hospital dermatology, private equity backed groups and teledermatology apps bid on the same searches. An independent practice wins on wait time to a first visit, the plans it takes and the providers patients can read about.
Data sets the budget by service line, by office and by season, ties each booked appointment to the search, listing or ad that started it without the condition attached, and shows which providers have room for more new patients.
General dermatology office
Fill the slots that matter
A complete Google profile and Local Services Ads, a "dermatologist near me" campaign shaped by the plans the office takes, and new patient booking on the landing page.
Mohs and skin cancer practice
Win patients and referrers
Low-cost Mohs and skin cancer campaigns timed to spring and summer, surgeon pages patients can read, and a referral page for the physicians who send cases.
Multi-location group
Fund each office and provider
A campaign and listing per office, service lines split by provider capacity, and cosmetic services run apart so they never blur the medical numbers.
If a dermatology practice came to us, here is how we would start.
This is the pitch we would give a real client, built for a fictional Charlotte dermatology practice with real search data. The business, its phone number and its website are invented. Sample data shows the kind of results a campaign like this tracks; it is not a client result and not a promise.
Thistlebrook Dermatology
- General and pediatric dermatology
- Skin cancer checks and Mohs surgery
- Psoriasis, eczema and hair loss care
How our specialists segment search demand by buyer intent
We would split the account by service line, because each one has its own click cost, season, provider and page. Budget then moves to the lines with open slots and to whichever is in its strongest months.
Dermatologist near me
Patients choosing a practice. Run all year, shaped by the plans the office takes, with booking and the call button one tap away.
| Search | Charlotte area / mo | Est. click cost |
|---|---|---|
| dermatologist near me | 8,100 | $2.67 to $8.80 |
| dermatology | 6,600 | $2.53 to $8.00 |
| dermatologist charlotte | 4,400 | $3.15 to $10.51 |
| skin doctor | 170 | $2.67 to $8.81 |
| skin specialist near me | 140 | $2.48 to $7.38 |
| dermatology offices near me | 90 | $2.55 to $9.50 |
| dermatologist near me that accept medicaid | 170 | $2.66 to $9.85 |
Skin cancer and Mohs
Patients with a spot that worries them, or a diagnosis that needs surgery. Funded hardest from March to August, sent to pages for the skin check and for the Mohs surgeon.
| Search | Charlotte area / mo | Est. click cost |
|---|---|---|
| mohs surgery | 1,900 | $0.18 to $3.55 |
| mohs surgery for basal cell carcinoma | 590 | $0.11 to $1.16 |
| skin cancer screening | 110 | $3.25 to $6.96 |
| mohs surgeons near me | 50 | $1.02 to $5.02 |
Psoriasis and chronic skin
Patients looking for ongoing care. Capped hard, because treatment brands push these clicks highest, and sent to a page about the practice’s psoriasis clinic, not a product.
| Search | Charlotte area / mo | Est. click cost |
|---|---|---|
| psoriasis treatment | 2,400 | $7.44 to $18.59 |
| scalp psoriasis treatment | 320 | $4.59 to $18.09 |
| plaque psoriasis treatment | 70 | $10.00 to $19.95 |
| phototherapy for psoriasis | 40 | $0.72 to $8.64 |
Hair loss and minor procedures
Patients who name a concern. Hair loss runs strongest from March to June; skin tag and wart removal fill short appointment slots at low click costs.
| Search | Charlotte area / mo | Est. click cost |
|---|---|---|
| hair loss dermatologist | 1,300 | $2.88 to $12.00 |
| skin tag removal near me | 70 | $1.02 to $4.12 |
| wart removal near me | 40 | $2.66 to $8.00 |
How our negative keyword governance protects the budget
- Other practice and hospital system names
- Prescription drug and brand names
- Over the counter, home remedy and skincare product searches
- Veterinary dermatology
- Jobs, residency and dermatology school
- Plans the practice does not accept
Dermatology searches pull in other practices’ names, people researching a drug or a cream, pet owners, job seekers and patients on plans the office cannot take. Our specialists load these exclusions before launch and review the search terms every week, so the budget reaches patients the practice can see.
How we write and test the Google search ads
Each intent group gets message-matched ad copy engineered by our specialists to qualify buyers before the click and lift expected click-through rate.
www.thistlebrookdermatology.com/dermatology/charlotte Charlotte Dermatologist | New Patients Welcome | Book Your Visit Online Board-certified dermatologists for adults and children. Most major plans accepted. Skin checks, rashes, acne, eczema and hair loss. See the next open new patient visit. Book a new patient visitInsurance we acceptMeet our providersOffice hours
www.thistlebrookdermatology.com/mohs-surgery/charlotte Mohs Surgery in Charlotte | Fellowship-Trained Surgeon | Referrals Seen Promptly Mohs surgery for skin cancer with results reviewed during the same visit. Worried about a spot? Book a skin check with a dermatologist near you. About Mohs surgeryBook a skin checkFor referring officesMeet the surgeon
Local Services Ads and the map
Dermatologist is one of the health care categories that can run Local Services Ads, which sit above the search ads and charge per lead rather than per click. The practice completes Google’s license and background checks for its providers, and once approved its listing shows a Google Verified badge. We would set the services, hours and plans it accepts, and dispute leads that were not real patients. The same reviews feed each office’s Google Business Profile, where the providers, the plans taken and how soon a new patient can be seen decide the call. Every reply thanks the patient in general terms and never names a condition.
The Facebook ad
Social ads remind people in the area that a yearly skin check exists, timed to the spring and summer rise in skin cancer searches. Health conditions are sensitive for ad targeting on Meta, so the ad talks about the season and the service, never about the viewer’s skin, and targets by location and age range rather than health interests.
The email
This goes only to past patients who agreed to receive email, sent from the practice’s own system, and it names a routine service, never a past diagnosis or procedure. A March send fills the weeks when skin cancer searches start to climb, and keeps existing patients from drifting to another practice.
Your yearly skin check is due.
Once a year, a full skin exam with your dermatologist is one of the simplest things you can do for your skin. Spring appointments fill early, so book now to keep the provider and the day that suit you.
Book my skin checkThe landing page the ads send people to
A new dermatology patient wants to know three things: does the practice take my plan, how soon can I be seen and who will I see. The page answers those first, and keeps the booking form to a name, a phone number, a plan and a preferred day, leaving the concern for the visit.
Charlotte dermatologists, now booking new patients
Medical dermatology for adults and children, from skin checks to Mohs surgery, with most major plans accepted.
- See the next open new patient visit
- Skin cancer checks and Mohs surgery in one practice
- Psoriasis, eczema and hair loss care
- Board-certified dermatologists
- Most plans accepted
- Adults and children
Other channels, only where they fit
Microsoft AdsThe same search plan on Bing
The dermatology keyword groups mirrored for desktop and default-browser searchers, at a lower cost per click.
YouTubeMeet the Mohs surgeon
A short video of the surgeon explaining what a Mohs day looks like, shown to people near each office.
What each piece turns into, and how they hand off
- Search and LSA catch the patient Near me, by plan, by service line.
- Booking lands on the right provider Mohs to the surgeon, rashes to the next open slot.
- A review request after the visit Fresh reviews that never name a condition.
- Email brings patients back yearly Skin check reminders before summer.
How our team tracks calls, bookings and revenue
- Calls, bookings and LSA leadsCalls, online bookings and Local Services Ads leads counted by office and service line as plain events, with no condition, photo or form text attached.
- Kept appointments from the practice systemCompleted new patient visits counted from the practice management system and matched to the source in aggregate, sent back to Google only where the practice’s privacy review allows it.
- Spend against open slotsSpend by service line next to each provider’s next open new patient visit, so budget moves to the providers with room.
- A monthly report by service lineSpend, calls, bookings and cost per kept appointment for general dermatology, skin cancer and Mohs, psoriasis and hair loss, reported apart.
Sample monthly report: search ads
$5,000 sample monthly search budget
| Metric | Sample | Built from |
|---|---|---|
| Estimated cost per click | $2.95 | Low end of the Charlotte estimated click cost for the 18 keywords in the plan, weighted by searches (OVERTOP Search Intelligence) |
| Clicks | 1,693 | Budget divided by the estimated cost per click |
| Calls and booking requests | 210 | 12.43% of clicks, the published conversion rate for physicians and surgeons, the closest category for dermatology (LocaliQ 2026 search benchmarks) |
| Cost per call or booking request | $24 | Budget divided by calls and booking requests |
| New patient visits kept | 126 | Sample: assumes six in ten requests become a kept new patient visit, given plan checks and wait times |
| Skin check reminders queued | 126 | Sample: each new patient who agrees to email is added to the yearly skin check reminder |
Sample data: the kind of results a campaign like this tracks, built from Charlotte search data and a published benchmark. Not a client result and not a guarantee.
Dermatology digital marketing services, and which come first.
The four core services carry most dermatology plans. The others join as the practice adds offices, providers and service lines; a solo office and a Mohs group rarely need the same mix.
- Core service Google Ads Dermatology ads split by service line, with psoriasis capped and skin cancer funded into summer. Learn more ›
- Core service Web development Fast provider, service and plan pages with new patient booking above the fold on a phone. Learn more ›
- Core service Social media ads Seasonal skin check ads around each office that never imply a viewer’s condition. Learn more ›
- Core service SEO SEO for dermatology built on provider, Mohs and condition pages that win "near me" and city searches. Learn more ›
- Local Services Ads Google Verified listings for each office, with lead disputes handled every week. Learn more ›
- Google Business Profile Providers, plans accepted, services and review replies that never name a condition. Learn more ›
- Email and SMS marketing Yearly skin check reminders and post-visit review requests. Learn more ›
- Analytics and tracking Bookings and kept visits counted by service line, with the condition kept out. Learn more ›
- Microsoft Ads The dermatology search plan extended to Bing at a lower cost per click. Learn more ›
- YouTube Ads Short surgeon and provider videos shown around each office. Learn more ›
What has worked for dermatology and health organizations.
Results the email and ad platforms published for a home care provider, a patient advocacy service and a healthcare training school. They are those organizations’ published results, not ours; each story shows what a dermatology practice can take from it.
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Interim Healthcare
Read the story -
myMDadvocate
Read the story -
Stepful
Read the story
Dermatology marketing in Charlotte, office by office.
We are based in Charlotte, where hospital dermatology departments, growing multi-office groups and independent practices compete for the same "dermatologist near me" searches, and where 4,400 people a month search "dermatologist charlotte" by name. We plan each office on its own radius, plans accepted and provider capacity, fund skin cancer and Mohs from spring into summer, and keep psoriasis spend capped. We also work with dermatology practices nationwide; the searches, the sun, the payers and the competition change by market, and the plan changes with them.
Six growth leaks we fix in dermatology ad accounts.
When we take over dermatology accounts, these are the places we most often find patients and budget leaking, and what we change first.
One campaign for every service line
A single campaign lets cheap broad clicks hide what psoriasis or Mohs actually cost. We split general, skin cancer and Mohs, chronic skin and hair loss, each with its own budget and page.
Paying drug prices for psoriasis
Psoriasis clicks start at $7.44 in Charlotte because treatment brands bid too. We cap that group, exclude drug and product searches and send clicks to the practice’s own psoriasis care page.
Skin cancer spend flat all year
"Dermatologist for skin cancer" ran from 720 searches in October to 2,900 in July. We weight skin cancer and Mohs budgets into spring and summer, and time skin check reminders to March.
Ads for plans the practice cannot take
Clicks from patients whose plan is not accepted end in a polite no. We name the plans on the ads and pages, and exclude the ones the practice does not take.
Cosmetic and medical results mixed
A filler consult and a skin check are different patients at different values. We run cosmetic services apart, so medical cost per visit stays readable.
Before and after photos and reviews that reveal care
An unconsented photo or a reply that mentions a patient’s condition exposes care they never agreed to share. We set a consent rule for images and a reply standard that thanks patients in general terms.
Questions dermatology practices ask us.
How much should a dermatology practice spend on advertising?
It depends on how many providers and offices you have, how far out new patients are booked and which service lines you want to grow. Broad "dermatologist near me" clicks in Charlotte start around $2.67, Mohs near $0.18 and psoriasis at $7.44, so we set the budget by service line and season, then adjust it as kept visit data comes in.
When do patients search for a dermatologist?
All year for general care, with seasons below it. In the Charlotte area "dermatologist for skin cancer" rose from 720 searches in October 2025 to 2,900 in July 2026, and "hair loss dermatologist" ran highest from March to June.
Can dermatology practices run Local Services Ads?
Yes. Dermatologist is one of the health care categories Google lists for Local Services Ads in the US. The practice and its providers pass license and background checks, and leads are charged per lead rather than per click.
Can we target ads to people with a skin condition?
No. Google and Meta treat health conditions as sensitive, so ads cannot target people by condition or imply what a viewer has. We target searches and places, write ads about the practice and its services, and keep conditions out of audience lists.
Do you market cosmetic dermatology too?
Yes, as its own line. In Charlotte "cosmetic dermatologist" draws about 40 searches a month; cosmetic patients search for treatments instead, so we run those campaigns apart from medical care, with their own budget, pages and reporting.
Do you work with dermatology practices outside Charlotte?
Yes. We are based in Charlotte and work with dermatology practices and groups across the US. The method is the same; the click costs, the payers, the sun season and the competition change by market.
Get a free audit for your dermatology practice.
Tell us how many providers and offices you have, how far out new patients are booked and which service lines you want to grow. We will look at your search demand, your ads, your listings, your booking path and your tracking, and show you where the right patients are.