See How Your Practice Shows Up When Patients Search.
We help dermatology practices on Long Island improve visibility in local search, earn more reviews, and turn website traffic into booked appointments.
Years experience
Medical practices served
Boutique agency, work directly with the founder
Most patients pick a dermatologist before they ever call.
A dermatology practice really runs two businesses at once. On the medical side, patients search for a suspicious mole, a stubborn case of acne, an eczema flare, or a rash, and those searches are condition-driven and usually tied to insurance. On the cosmetic side, patients look for Botox, fillers, laser, or a chemical peel, and those decisions are appearance-driven, cash-pay, and often made against a med spa down the road. In both cases the patient opens Google or Maps, types something like "dermatologist near me" or "skin cancer screening Long Island," and chooses from the handful of practices that show up first with strong reviews. Dermatology marketing is how you become that obvious choice at the exact moment a patient is looking, and it takes a different play for medical and cosmetic care. It is one focus within our broader healthcare marketing work, and for practices across Long Island and the wider metro it is tuned to how patients actually search, compare, and choose.
What we typically see when we audit a dermatology practice.
Dermatology practices tend to have the same fixable gaps, and they usually cost the practice on both the medical and cosmetic side. Closing them is where the fastest new-patient growth comes from.
A free visibility review shows you exactly which of these are costing your practice appointments.
Request a free dermatology visibility review- The practice does not appear in the map pack for medical searches like "dermatologist near me," "skin cancer screening," or "acne treatment" in the towns it serves.
- Google reviews are thin or stale, and there is no system requesting them for the practice and for individual dermatologists and PAs patients search by name.
- Cosmetic services like Botox, fillers, and laser are buried instead of featured on their own pages with clear offers, so cash-pay patients go to a med spa instead.
- Cosmetic ads rely on before-and-after imagery that Meta and Google restrict, risking disapprovals or account trouble instead of using compliant creative.
- Campaigns and budget ignore seasonal demand, so spring and summer skin-cancer interest and pre-event cosmetic bookings are missed.
What we do for dermatology practices.
Every service below is built to grow both sides of the practice: insurance-driven medical visits and higher-margin cosmetic bookings. They work best together, from SEO and content that captures condition and treatment searches, to paid search that fills the schedule, to reputation management that earns the click.
Local SEO, Content and AI Search
Rank in the map pack and top results for the searches happening in your service towns, and answer both medical and cosmetic questions with content built for how patients actually search. Patients bring skin questions to ChatGPT and AI Overviews now too, so the same medical and cosmetic pages are structured to be the source those answers quote.
- Local SEO and map pack rankings
- Google Business Profile optimization
- Medical condition and cosmetic treatment pages
- Service-area page creation
- AI Overviews and ChatGPT visibility
Reputation Management
Reviews decide who a patient trusts with their skin. We build a steady, genuine flow of recent reviews for the practice and each provider, respond professionally, and monitor your reputation across the sites patients check.
- Review growth for practice and providers
- Reviews for individual dermatologists and PAs
- Reputation monitoring across platforms
- Review response strategy
Website Optimization
Your website is where a patient decides to book. We design and optimize dermatology sites to load fast on mobile, present cosmetic services clearly, and make booking a medical visit or a cosmetic consultation effortless.
- Conversion-focused design
- Mobile speed and Core Web Vitals
- Dedicated cosmetic service and offer pages
- Online scheduling and provider bios
Paid Advertising
Reach patients the moment they search, and promote cosmetic offers with creative that stays inside Meta and Google policy. We build compliant campaigns that fill the schedule without risking your ad accounts.
- High-intent medical and cosmetic search campaigns
- Policy-compliant cosmetic ad creative
- Seasonal promotion of cosmetic offers
- Call tracking and conversion reporting
Social Media Management
Cosmetic patients research on social before they book. We build an education-led presence that shows your providers, your expertise, and the quality of your work without leaning on restricted before-and-after framing.
- Education-led cosmetic and skin-health content
- Provider and practice storytelling
- Owned-channel galleries you control
- Consistent posting and community management
Automation and Follow-Up
Recover revenue already in your system. We build automated workflows that follow up with new leads, remind patients about annual skin checks, and re-engage cosmetic patients when it is time to rebook.
- New-lead follow-up sequences
- Annual skin-check reminders
- Cosmetic rebooking and recall
- Automated review requests
Built for every kind of dermatology practice.
Dermatology is not one practice type. A medical-focused office attracts different patients than a cosmetic-heavy practice or a surgical group. We tailor strategy to the medical and cosmetic mix you want to grow.
Request a free dermatology visibility review- Medical and General Dermatology: Capture insurance-driven searches for acne, eczema, rashes, and everyday skin concerns.
- Skin Cancer and Mohs Surgery: Reach patients searching for screenings, mole checks, and surgical treatment.
- Cosmetic and Aesthetic Dermatology: Grow cash-pay bookings for Botox, fillers, laser, and chemical peels.
- Pediatric Dermatology: Reach families searching for skin care for children and teens.
- Practices with an In-House Cosmetic Division: Market medical and med-spa-style services under one trusted, physician-led brand.
- Multi-Provider and Multi-Location Practices: Rank each location and build a reputation for every dermatologist and PA.
What dermatology practices need to grow.
Sustainable growth is not built on one tactic. It takes six interconnected elements working together across both the medical and cosmetic sides of the practice. A gap in any one of them limits the return on everything else.
Visibility
Patients cannot book with a practice they cannot find. Ranking in the map pack and top results for local medical and cosmetic searches is the foundation everything else builds on.
Reputation
A recent, plentiful review profile for the practice and each dermatologist and PA converts searchers into callers and signals trust to Google's local ranking algorithm.
Medical Patient Acquisition
SEO, condition content, and paid search working together create a predictable pipeline of insurance-driven visits for acne, rashes, and skin-cancer checks.
Cosmetic and Cash-Pay Growth
Dedicated pages, offers, and compliant campaigns for cosmetic treatments capture higher-margin, appearance-driven demand and win it back from med spas.
Conversion and Booking
Traffic that does not turn into appointments is wasted. Fast, mobile-first pages with easy scheduling for both medical visits and cosmetic consultations make it simple for a patient to act.
Analytics
Clear reporting on which conditions, treatments, towns, and channels drive appointments lets us double down on what works and stop spending on what does not.
"A dermatology practice is really two businesses. Medical patients search for a condition and want to trust the practice quickly; cosmetic patients are comparing you to a med spa and buying on reputation. The practices that grow show up for both, earn recent reviews for every provider, and market cosmetic services inside the ad rules instead of around them. Get those fundamentals right and the schedule stays full."
Lee Sommers
Founder, Sommers Marketing Group
Why dermatology practices work with Sommers Marketing Group.
Sommers Marketing Group is led by Lee Sommers, who has led marketing for more than one hundred fifty medical practices over nineteen-plus years, part of over three hundred clients served across thirty-plus service lines. That medical background matters in dermatology, where insurance and cash-pay care, provider reputation, and ad-policy limits all shape the strategy. We are a boutique agency, so you work directly with the strategist doing the work, not a rotating team of account managers.
Deep medical-practice experience
With more than a hundred and fifty medical practices behind us, we understand insurance-driven visits, cash-pay cosmetic revenue, provider-level reputation, and the trust decisions that make dermatology marketing different from retail.
Medical and cosmetic under one strategy
We grow both sides of the practice with the right keywords, offers, and landing pages for each, so medical volume and higher-margin cosmetic bookings rise together instead of competing.
Ad-compliance awareness
We build cosmetic campaigns that respect Meta and Google restrictions on before-and-after imagery, protecting your ad accounts with compliant, education-led creative and owned-channel galleries.
No cookie-cutter campaigns
Your service mix, providers, service area, and seasonal patterns shape every strategy we build. Nothing is copied from another practice.
Transparent reporting
You always know what we are working on, what is moving, and what the numbers mean. No black-box reporting, no vanity metrics.
How we start.
Free visibility review
We look at how your practice shows up today across Google, Maps, and reviews, and where the easy wins are.
A clear plan
You get a straightforward picture of what to fix first and what it will take, with no jargon and no pressure.
Execution
We handle the work, report on what is moving, and adjust as your visibility grows.
Common questions about dermatology marketing.
How is marketing a dermatology practice different for medical versus cosmetic services?
Medical and cosmetic care attract different patients through different searches, so we run them as two connected tracks. Medical concerns like acne, rashes, eczema, and skin-cancer or mole checks are condition-driven and usually insurance-based, so we focus on local SEO and content that answers those searches. Cosmetic treatments like Botox, fillers, laser, and chemical peels are cash-pay and appearance-driven, with higher margins and their own keywords, offers, and landing pages. Keeping the two aligned but distinct is what lets a practice grow both sides at once.
Can you run before-and-after ads for cosmetic treatments?
Before-and-after imagery is restricted on Meta and limited on Google, and ads that lean on idealized skin or body framing can be disapproved or put an ad account at risk. Rather than gamble on that, we build compliant, education-led creative and keep detailed before-and-after galleries on your own website and channels, where you have more control. That protects your ad accounts while still showing prospective patients the quality of your work.
How do you attract cash-pay cosmetic patients?
Cosmetic patients choose on appearance goals and provider reputation rather than insurance coverage, so the funnel is different. We build service-specific pages and offers for treatments like Botox, fillers, and laser, pair them with strong reviews and physician credibility, and use paid search and social to reach patients when they are actively considering a treatment. Because these visits are cash-pay, the marketing supports a higher-margin part of your practice.
How do we rank for skin-cancer checks and other medical searches?
Medical searches like skin cancer screening, mole check, acne treatment, or eczema dermatologist are high-intent and local. We optimize your Google Business Profile, build consistent condition and service pages, earn recent reviews, and strengthen local signals across the towns you serve so your practice shows up in the map pack and top results when patients look for those concerns.
Can you build reviews for individual dermatologists and PAs, not just the practice?
Yes. Patients often search for and choose a specific provider, so we build review generation for individual dermatologists and physician assistants alongside the practice profile. A steady flow of recent, genuine reviews for each provider builds trust, supports the provider's reputation, and helps you compete for patients who are comparing individuals, not just offices.
How do we compete with med spas for cosmetic patients?
Med spas compete hard for cosmetic dollars, often on price. A physician-led dermatology practice wins on medical authority, provider credentials, and safety. We position your practice around that advantage, from board-certified expertise to physician oversight and a reputation patients can verify, so cosmetic patients understand the difference between a medical dermatology setting and a walk-in spa.
Should dermatology campaigns change with the seasons?
Yes. Demand for skin-cancer checks and sun-damage concerns tends to rise in spring and summer, while cosmetic bookings often climb ahead of weddings, reunions, and the holidays. We plan content, campaigns, and budget around those cycles so you capture medical demand when it peaks and promote cosmetic services when patients are most motivated to book.
What does dermatology marketing actually include?
A typical program covers local SEO and Google Business Profile optimization across the towns you serve, review generation for the practice and individual providers, condition and service content for both medical and cosmetic care, website and conversion improvements, compliant paid search and social, and follow-up automation. We start with whatever will bring in patients fastest for your practice.
See where your practice stands.
We will take a quick look at your local search presence and show you what is working and what is costing you appointments. No obligation.
Prefer to call?
631-496-1600. Monday to Friday, 9am to 6pm ET.
One business day response
Every reply comes directly from Lee, no auto-responders, no junior intake.
Request a free dermatology visibility review
A few details help Lee come prepared with a useful answer, not a generic pitch.
We also work with
Healthcare referrals travel in circles. If you share patients with or refer out to nearby specialists, we run the same patient-acquisition playbook for them too — dental practices, med spas, and plastic surgeons. See how the whole picture fits together on our industries overview.
Proof from a practice like yours
A Long Island podiatry practice moved from the middle of page two to the top of page one in three months, and recorded its best new-patient month in two years. Every figure is measured against a documented baseline.
See how a Long Island podiatry practice grew new patients 57.5% in three months