Cosmetic dermatology marketing

Marketing that sells what a med spa can’t:
a dermatologist.

Your patients search the treatment first: Botox, Morpheus8, laser resurfacing. Outlier builds the treatment pages, campaigns, and proof that show why a board-certified dermatologist is the better choice, then the booking path that fills your cash-pay aesthetic time.

Score your practice’s site free
74,000
monthly searches for “Botox near me”
30x
more than “cosmetic dermatologist near me”
$1–7
per click for most treatment searches

How an aesthetic patient chooses

Five moments between a search and a standing appointment

Every one of them happens online before your front desk hears a word. Each is a place a practice wins the patient or loses them to the med spa down the street.

  1. Searches the treatment

    74,000 searches a month

    for "Botox near me". Patients start with the treatment, not the specialty.

  2. Compares providers

    3 questions to answer

    Cost, downtime, and "am I a candidate?" A page that answers all three keeps them from going back to Google.

  3. Looks for proof

    3 kinds of proof

    Before-and-afters, the treating dermatologist, and reviews decide who feels safe.

  4. Books

    24/7 online booking

    Real time slots for cosmetic appointment types, so a 10pm decision becomes a booking.

  5. Comes back

    3 to 4 months

    is how long neurotoxin typically lasts. Skin and laser plans recur too, so follow-up turns one treatment into a maintenance schedule.

What patients search, and what it costs

Twenty-two treatments, one scale

Pick a category. Bars show monthly US searches; the meter is how hard the search is to rank for. The open doors are where one strong page can win the search in your city without buying the clicks.

The highest-volume cosmetic searches, and some of the easiest to rank for with one strong page each.

  • Botox near meOpen door74,000$6.9512
  • Sculptra74,000$2.6637
  • Kybella27,100$2.5743
  • Lip filler near meOpen door22,200$3.318
  • Dermal fillers near meOpen door5,400$3.5612

Semrush US database, September 2026. “Open door” means SEO difficulty of 15 or lower out of 100.

More aesthetic demand data: 2026 Med Spa Search Demand.

Every treatment is its own search

One page per treatment. One campaign per treatment.

A single “services” page cannot rank for Botox, Morpheus8, and melasma at once. A practice with a strong page for each owns every one of those searches.

Injectables

  • Botox
  • Sculptra
  • Kybella
  • Lip filler
  • Dermal fillers

Lasers and energy

  • Laser hair removal
  • Morpheus8
  • Tattoo removal
  • Fraxel laser
  • CO2 laser resurfacing

Skin concerns

  • Rosacea treatment
  • Microneedling
  • Acne scar treatment
  • HydraFacial
  • Melasma treatment

Body

  • CoolSculpting
  • Body contouring
  • Emsculpt

What a treatment page needs

The anatomy of a page that books

Most dermatology sites have a paragraph and a phone number per treatment. The pages that rank and book have six parts, in this order.

  1. A headline that names the treatment and city

    Written for the search: "Morpheus8 in Beverly Hills", not "Radiant Renewal".

  2. The treating dermatologist, by name

    Photo, board certification, and a 30-second video. The single strongest trust signal a med spa cannot copy.

  3. Candidacy, downtime, and a cost range

    The three questions every patient asks. Answering them keeps the visit on your page.

  4. Consented before-and-afters

    Organized by concern and skin type, with realistic timelines.

  5. Questions answered with FAQ schema

    Five to eight real patient questions, marked up so Google and AI assistants quote your answer.

  6. One booking button, everywhere

    Above the fold, after the proof, and sticky on mobile, going to real time slots.

Body contouring

Patients search the device by name

These are cash-pay, multi-session treatments, and most practices that own the devices have one thin page for all of them.

14,800
“CoolSculpting near me” searches a month, difficulty 10
8,100
“body contouring near me”, difficulty 9
3,600
“Emsculpt near me”, difficulty 15
  • A page per device with candidacy, sessions, and honest pricing ranges
  • Before-and-afters by body area, with consent and realistic timelines
  • Packages and financing shown where the decision is made

Compete on expertise, not discounts

What a dermatologist can say that a med spa can’t

Most dermatology websites never make this case. It should be on every treatment page.

Who treats youMed spa: Often a nurse or aestheticianDermatologist: A board-certified dermatologist, or a team they supervise
Skin conditionsMed spa: Cosmetic onlyDermatologist: Diagnoses what is underneath: rosacea, melasma, scarring, lesions
When something goes wrongMed spa: Refers outDermatologist: Manages complications in house
Treatment plansMed spa: One-off specialsDermatologist: Combined plans for pigment, texture, volume, and laxity
How they competeMed spa: Price and promotionsDermatologist: Expertise and results

What we run for dermatology practices

From the first treatment search to the maintenance schedule

Treatment page SEO

A page for every treatment, device, and concern, written to rank and to be the answer AI search cites.

Dermatology SEO →

Google Ads and paid social

Campaigns per treatment, within FDA and platform rules for cosmetic advertising, measured on booked appointments.

Paid media →

Dermatology website design

A site that puts physician expertise in the first five seconds and booking one tap away.

Website design →

Reviews and the map pack

Review count, recency, and replies, plus Google and RealSelf profiles that match the site.

Local search →

Provider video and galleries

Short films of your dermatologists and consented results by treatment and concern.

Video production →

Booking and patient follow-up

Deposits that cut no-shows, and reminders that bring patients back on schedule.

Email and follow-up →

The first 90 days

What happens after the first call

  1. Days 1 to 30

    Fix the foundation

    • Audit every treatment page and the booking path
    • Google Business Profile, reviews, and schema
    • Campaigns for the three highest-margin treatments
  2. Days 31 to 60

    Build the treatment library

    • New pages for every device and concern
    • Provider video and consented galleries
    • Booking links for each cosmetic appointment type
  3. Days 61 to 90

    Compound

    • Twice-monthly articles on patient questions
    • Recall and maintenance follow-up
    • Monthly report on booked appointments by treatment

Proof in cosmetic dermatology

Dr. Jason Emer’s practice in Beverly Hills and New York. Outlier rebuilt the website and runs the engine behind it.

Read the EMER MED case study →
  • 1,574pages and posts moved off the old WordPress site without losing their addresses
  • 28video blog posts and landing pages published by the content engine in September 2026
  • 72%lighter images across the site, so treatment pages load fast on a phone
  • 20 minor less from approval to a live page, with titles, descriptions, schema, and thumbnails generated for every post

Questions dermatologists ask us

Cosmetic dermatology marketing, answered

It fills the cash-pay aesthetic side of a dermatology practice: a page for every treatment that ranks, Google Ads and paid social by treatment, reviews and the map pack, before-and-after galleries, and a booking path that turns a search for Botox or Morpheus8 into a scheduled visit. Outlier runs all of it and reports on booked appointments, not clicks.

A board-certified dermatologist is the safer, more qualified choice, and most sites never say so. Med spas compete on price and promotions. A dermatology practice should compete on expertise: physician-led treatment plans, complication management, and results that come from medical training. The marketing has to make that difference visible on every treatment page.

Separate the two journeys. Medical patients arrive through insurance and "dermatologist near me" (368,000 searches a month). Cosmetic patients search the treatment by name. We build cosmetic pages, campaigns, and booking links that route to aesthetic providers and appointment types, so new demand lands in cash-pay time rather than your medical waitlist.

Start where demand is high and competition is low. "Botox near me" draws 74,000 searches a month with SEO difficulty of 12, "lip filler near me" 22,200 at difficulty 8, and "chemical peel near me" 12,100 at difficulty 9. Device treatments with a brand name (Morpheus8, CoolSculpting, Emsculpt) are next, because patients search the device, not the practice.

Yes. Treatment claims stay within FDA-cleared indications, before-and-afters carry consent and realistic context, testimonials are genuine, and paid social avoids the imagery and wording the platforms reject for cosmetic procedures. We write every piece with those rules in mind so campaigns are approved and stay live.

Outlier rebuilt the website for EMER MED, Dr. Jason Emer’s practice, and built the engine behind it: every new video becomes a blog post and a landing page with titles, descriptions, schema, and thumbnails generated automatically, approved by the practice, and submitted to Google Search Console. We also merged the website intake into Salesforce and rebuilt the consultation flow.

A monthly retainer, scaled to scope and channel mix, in annual partnerships. Ad spend is paid directly to Google, Meta, and other platforms. You always know what you are paying for and what it is producing.

See how much aesthetic demand your site is missing

Twenty minutes, no deck. We read your site, treatment pages, reviews, and booking path the way a patient would, and tell you the three things we would change first.

Score your site free