Industries

Dermatology Practice Marketing

Patient information, referral management and compliant content for specialist dermatology practices.
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Dermatologist examining a patient's skin with a magnifier

How we work

One team across strategy, delivery and compliance

Understand your practice

We start with an audit of your website, visibility, competitors and goals, so the plan fits your practice.

Build the right plan

We choose the channels that will actually move your bookings, and set up tracking before anything launches.

Run it compliantly

Every ad, page and post is checked against the advertising rules, then measured and improved each month.

Why dermatology marketing is different

Specialist dermatology practices often have more demand than they can handle, so marketing is less about volume and more about the right patients, the right services and the right expectations. Many also offer cosmetic treatments alongside medical dermatology, and that brings stricter advertising rules into play.

We help dermatologists explain their medical and cosmetic services clearly and keep them appropriately separate, manage referral relationships with GPs, and make sure patients understand wait times, costs and what happens at their appointment.

Patient journey

How patients choose a dermatologist

Dermatology patients are often referred for medical conditions, but many also search for help with skin concerns.

  1. Step 01

    A skin concern or a referral

    A GP refers them for a condition, or they decide a concern needs a specialist.

    Our part

    We give GPs clear referral information and explain which concerns you see.

  2. Step 02

    They search for the concern

    They search for acne, eczema, psoriasis or a changing mole, not for a practice name.

    Our part

    We build condition pages that explain the problem and what a specialist appointment involves.

  3. Step 03

    They check the specialist

    They confirm the practitioner is a registered specialist dermatologist and check wait times and costs.

    Our part

    We present credentials accurately and keep medical and cosmetic content clearly separated.

  4. Step 04

    They get a referral and book

    Many need to know whether a referral is required and how long the wait is.

    Our part

    We explain referrals, fees and wait times plainly, so the right patients book.

Many dermatology practices already have waitlists, so clear information also helps you reach the right patients.

What we bring

What we do for dermatology practices

GP Referral Marketing

Make referring easy for GPs.

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Clinic Websites & Conversion Optimisation

Clear condition pages and booking.

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AHPRA-Compliant Content & Copywriting

Careful medical and cosmetic content.

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AHPRA Compliance Audit

Check titles, images and claims.

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Not sure where to begin?Request a free practice growth audit
Priorities

Where we focus first for dermatology practices

  1. 01

    Accurate dermatologist profiles

    Titles and qualifications presented correctly, with only registered specialists described as dermatologists.

  2. 02

    Condition pages

    Clear, balanced pages on the conditions you treat, written for patients and referrers.

  3. 03

    Referral pathways

    Simple referral information, urgency guidance and communication for GPs.

  4. 04

    Separate medical and cosmetic content

    Distinct pages and rules for each, since cosmetic procedures carry stricter requirements.

Where demand is high, the goal is the right patients and realistic wait times, not more volume.

How we start

What the first 90 days look like

  1. 1
    Weeks 1 to 2

    Audit

    We review your website, listings, titles, referral sources and how wait times are presented.

  2. 2
    Weeks 3 to 4

    Fix and separate

    We correct titles and separate medical from cosmetic content.

  3. 3
    Weeks 5 to 8

    Build

    We publish condition pages and set up regular GP communication.

  4. 4
    Weeks 9 to 12

    Review and extend

    We review enquiries and referral quality and plan the next phase.

We keep the focus on the right patients and honest wait times.

Compliance

Medical and cosmetic dermatology have different rules

The rules that apply

Cosmetic procedures fall under the 2025 cosmetic advertising guidelines, and prescription-only medicines can't be advertised at all. Our audit checks both sides of your practice.

The National Law advertising rules
Advertising can't be false or misleading, use testimonials, create unreasonable expectations of benefit, offer gifts or discounts without clear terms, or encourage unnecessary use of services.
Specialist title
Only practitioners with specialist registration in dermatology can call themselves dermatologists.
2025 cosmetic procedure guidelines
Cosmetic treatments carry extra rules on imagery, influencers, targeting under-18s and risk information.
TGA advertising rules
Prescription-only medicines, including injectables and many skin treatments, can't be advertised to the public, directly or indirectly.
Privacy and consent
Patient photos, stories and enquiry details are health information. Get written consent before using images, and handle enquiries securely.

Mistakes we often see on dermatology websites

These are worth correcting early. A clean separation keeps medical content simple and cosmetic content compliant.

  1. Using the title dermatologist incorrectly

    Only registered specialists can use it, and similar titles need care.

  2. Mixing medical and cosmetic content

    Cosmetic advertising rules are stricter and should be handled separately.

  3. Inconsistent before-and-after photos

    For cosmetic procedures especially, images need matching lighting, angle and pose, no editing and consent.

  4. Testimonials

    Patient stories about results shouldn’t be published or republished.

FAQ

FAQs about dermatology practice marketing

Only medical practitioners with specialist registration in dermatology. Using the title, or describing someone as a skin specialist, without that registration is misleading. We make sure practitioner profiles and pages use titles that match each person’s registration.

Separately and carefully. The 2025 guidelines apply to higher-risk non-surgical cosmetic procedures, and prescription-only medicines can’t be advertised to the public at all. We focus cosmetic marketing on consultations for a concern, the practitioners and balanced information about risks and recovery.

To shape demand, not just add to it. Good marketing can steer enquiries towards the services you want to grow, reduce unsuitable referrals, and answer common questions so your team spends less time on the phone.

We state the wait honestly, explain how urgency is assessed and offer helpful information in the meantime. It protects trust and cuts repeat enquiries.

In plain language: common symptoms, how a dermatologist assesses them and what treatment generally involves, without promising outcomes.

Yes, with calm, factual wording. We avoid fear-based messaging and don’t imply that a check guarantees detection.

With clear information on the conditions you see, how to refer, urgency categories and expected wait times, and by keeping in contact with updates.