Discover the Keys to Successful Dermatology Marketing

Explore the numerous methods and strategies for dermatologists to stand out in their healthcare landscape.

Dermatologists are required, now more than ever, to make their expertise and successes known to the world. In the digital age, outward appearance is more important than ever, creating tremendous opportunities for a dermatological practice to thrive. This article will explore various effective ways to draw in new patients and push your marketing capabilities to their fullest potential.

Understanding the Dermatology Market

Trends

Various trends are having a solid impact on the dermatology market at present. As a result of the pandemic, telemedicine and virtual visits have never been more popular within the healthcare industry, and dermatology is no exception. AI technology also has its place in mole mapping, skin cancer detection, image analysis, diagnostics, and treatment planning. Personalized skincare routines have become wildly popular in the social media and influencer age but are not as simple as they’re made out to be on Instagram - a proper individualized skincare routine requires knowledge and understanding of genetic predispositions, lifestyles, and individual skin characteristics.  Non-invasive cosmetic procedures continue to rise in popularity, with advancements in laser treatments, fillers, and other technologies for expeditious results.

Source: GoogleTrends

Challenges

Dermatologists are in short supply. While that would typically be met with a “more for me” type of attitude, the current state of dermatology is that everyone with a social media account and access to reality television wants a dermatology appointment, and there are not enough practitioners to meet the demand. There is also a global increase in skin cancer rates, posing a significant hurdle for dermatologists in the realms of early detection and treatment. Additionally, incorporating new technologies into the already-overwhelmed average practice means investing money, time, and training- all of which could be in short supply.

Developing a Strong Brand Identity

Unique Value Proposition

By clearly articulating what sets your practice apart from others, you increase your visibility and stand out among the competition. Your differentiating characteristic could be a specific area of expertise, the use of cutting-edge technology, personalized patient skincare routines, or some other unique approach to dermatology with positive results.

Crafting a Brand Message and Mission Statement

By clearly and concisely presenting your values and purpose, you provide a transparent look behind the scenes for patients, new and old, and a guiding light for employees and practitioners at the practice. This will serve as a foundation for decision-making and communicate the practice's identity to both internal and external stakeholders. Brand messaging should align with the mission statement and maintain consistency across all platforms. This includes but is not limited to, the practice website, social media accounts, printed materials, and anything that carries your logo and name.

Credit: Integrity Dermatology

Developing Brand Guidelines and Visual Identities

In essence, you want to give your practice a differentiating personality. The consistency of brand messaging will be a sturdy foundation for the identity your practice will build with steady marketing.

Building an Online Presence

Creating a Professional Website

Credit: Spring Street Dermatology

A professional website is one of the surest ways of ensuring visibility to potential patients, as most people will search ahead before making an appointment. This website is also your opportunity to provide your mission statement and begin crafting the personality and bond that you want your patients to feel and experience with every visit. Your design should be clean and user-friendly, with high-quality images that represent your practice appropriately - stock images are too easily spotted. An on-brand and appropriate color scheme is also essential, as it is an often unconscious thermometer for the average consumer.

Optimize Your Website for Search Engines (SEO)

Search Engine Optimization (SEO) is the practice of actively enhancing your website’s standing on search engines, primarily Google. The more you optimize your website, the higher it will rank on Google, increasing your visibility, as your website will show up first when a potential patient searches “dermatologists in my area.”

Engaging in content marketing through blogs and articles

Credit: Dermatology Center

Creating content is informative to the patient while also inherently expressing an up-to-date outward appearance for the practice. By publishing articles related to the practice of dermatology, as new information becomes available, you increase the perception of expertise surrounding the practice.

Credit: Advanced Dermatology

Leveraging Patient Referrals and Reviews

First and foremost, a strong relationship with patients is required to acquire referrals and new patients. By establishing and maintaining solid patient-provider relationships, you can then incentivize patients to refer friends and family. Incentives can be in the form of discounts on skin care products, gift cards, or any other cost-effective means of generating new patients.

Credit: InboundMD

Encouraging positive reviews is a significant game-changer for a dermatology practice. By encouraging positive online reviews, you increase the visibility and brand image of the practice, giving the impression of trustworthiness and expertise. Thankfully, this particular practice has never been easier than with NexHealth’s patient review management systems, which will take most of the work out of your hands and leave your practice with a stellar rating.

Taking the Burden Off Your Shoulders With NexHealth

Listed above are only a handful of ways to increase a dermatology practice's visibility and brand trust. NexHealth can handle all of that and more:

• Online Appointment Scheduling: Implement NexHealth's online appointment scheduling system to make it easy for patients to book appointments through the practice's website or social media pages. You can even enable appointment reminders to reduce no-shows, wait times, and overall patient experience.
• Patient Communication: Reach patients through various email, SMS, and social media platforms. You can even design targeted marketing campaigns for specific services or promotions to attract new patients and retain existing ones.
• Patient Reviews and Testimonials: Showcase positive feedback on the practice's website and social media platforms to build trust and attract new patients.
• Automated Recall and Follow-up: Improve patient retention by staying connected and addressing their ongoing healthcare needs.
• Analytics and Reporting: Get accurate and up-to-date information with NexHealth’s powerful analytics tools to stay on top of trends, identify what works for you, and ultimately increase website and physical practice traffic.

By incorporating NexHealth into the marketing strategy of independent dermatology practice, you can benefit from improved patient engagement, streamlined communication, efficient appointment scheduling, and data-driven marketing initiatives, resulting in efficient, manageable, and steady growth.