Medical dermatology captures insurance-covered patients with skin conditions — the bread-and-butter volume that fills your schedule. Each condition page must demonstrate clinical expertise through treatment options and insurance acceptance. Medical patients search by condition, not by doctor.
Cosmetic dermatology is where the margins live — cash-pay procedures with no insurance paperwork. These searchers compare-shop on results, not price. Before/after galleries are the most effective conversion tool: the patient searching "Botox near me" wants to SEE your results, not read about your credentials.
Mohs micrographic surgery represents the highest-acuity, highest-reimbursement service. Content must signal fellowship-trained expertise: the margin-checking technique, same-day results, 99% cure rate data, and reconstruction capabilities. Referral-generating content targeting PCPs is equally important.
A four-provider dermatology practice with two locations had a website listing "Medical Dermatology" and "Cosmetic Services" — no condition pages, no procedure pages, no before/after galleries. We built three content pillars: 12 medical condition pages, 8 cosmetic procedure pages each with optimized before/after galleries, and 3 surgical pages. Built separate GBP profiles for each location. Created a RealSelf profile management strategy. Generated 340+ Google reviews across both locations. Within 10 months: 267% organic traffic growth, #1 for "dermatologist" in the metro, 93 page-one keywords. Medical new patient volume increased 40%. Cosmetic revenue grew 184% — driven by before/after gallery pages ranking in Google Images. The Botox page alone generates 28 new consultations per month.
View Healthcare Case Studies →"Our cosmetic revenue grew 184% in 10 months — and the before/after galleries were the difference. Cosmetic patients don't read credentials. They look at results. The Botox gallery page generates 28 consultations per month. Our medical volume grew too — the acne and eczema pages capture patients who would have gone to urgent care. We're now #1 for 'dermatologist' in our metro."— Practice Administrator, Dermatology (4 Providers, 2 Locations)
Separate content pathways — just like separate waiting rooms. Medical pages use clinical language and reference insurance. Cosmetic pages use aspirational language with before/after galleries and pricing. Navigation separates "Medical" and "Cosmetic" sections. Google treats each page individually — your acne page ranks for medical searches, your Botox page ranks for cosmetic searches.
They're the single most important conversion asset in cosmetic dermatology. Optimized galleries with alt text rank in Google Images and drive traffic from visual searches. Our clients' gallery pages consistently outperform all other page types in cosmetic consultation generation.
Yes — "acne dermatologist [city]" and "eczema doctor [city]" are different searches by different patients. We build 10–15 condition pages covering the highest-volume conditions. Each captures patients searching by what they see on their skin.
Medical patients check Google and Healthgrades. Cosmetic patients check Google and RealSelf. A practice needs strong profiles on all three. We build systematic review generation for each platform, timed to post-treatment follow-ups.
Content targeting referring providers — "When to refer for Mohs" guides and fellowship credentials — generates referrals from PCPs who find you through Google. Patient-facing content captures patients researching the surgeon their PCP recommended.
Dermatology is three practices in one. The practice that builds content for all three audiences dominates the market.