A spot that changed shape sends nobody to a feed. It sends them to a search bar and then to a phone. The people who do open your accounts are usually further from the exam room: someone weighing a laser series, or checking out the practice a friend just named, often looks before the office ever hears from them. This page covers what social is honestly worth on both sides of a dermatology practice, which parts of it belong on your own website, and why we do not sell a posting package.
Book a free consultation →A dermatology practice has a medical side and a cosmetic side. Social does very little for one and real work for the other, so any answer that treats the practice as one audience is wrong for half of it.
The medical side runs on urgency and referral. A mole that changed shape. A rash that will not settle. A primary care doctor writing a name on the back of a card. Those people search, or type the name they were handed, and book with whoever can see them soonest. That is demand already in motion, answered by your listing, your hours, and the page explaining the thing they typed. A feed does not intercept it, and that work is a different deliverable: local SEO for dermatology practices.
The cosmetic side is not in a hurry. Someone weighing an injectable, a laser series, or a plan for acne scarring tends to think about it for weeks and to look at more than one office before booking. Much of what gets compared is visual: the room, the equipment, the person who would be holding the device, and whether the office looks like it does this often rather than occasionally. Those are fair questions, and a feed is a reasonable place to answer them.
A third use applies to the whole practice. People more often check social after they have already found you, off a search result or a referred name, looking for evidence that the office is open, staffed, and current. A profile with a former partner still in the bio and nothing posted since two summers ago answers that badly. An account that is quiet but correct answers it fine.
What we will not tell you is how many followers this earns or how many appointments a post produced. Reach is set by companies your practice has no relationship with, and it changes without notice. Why we sell social the way we do is explained once, on the social media hub, and how a dermatology practice gets found overall is on our dermatology page. What follows stays with the accounts, the site and the posts.
What a patient sees when a friend sends the laser page, or a referring office texts a provider bio, is decided by the website rather than by any platform. That is why this work comes with building the site properly instead of as a line item added later. The build itself is covered on websites for dermatologists.
None of that requires anyone to post daily. It is done once and then it keeps working while the office gets on with seeing patients.
There is no content calendar for sale here, and the reason is not modesty. Bought calendars for medical offices tend to arrive full of stock skin photography, a holiday graphic, and a fact about sunscreen that would sit just as well on any practice in the country. Patients can tell, and so can the practice, usually about the time somebody asks what the calendar produced and nobody can point at anything.
What we use instead costs less and reads better: if writing is already happening for your site, the posts come out of it. A practice under a content program is already getting condition explainers, procedure pages, aftercare answers, and seasonal pieces every month, and every one of those is several posts already paid for.
The writing itself is where we are useful: our learning library holds 361 in-depth guides, and content marketing is where that work is described. Once a condition explainer or an aftercare page is finished and approved by a provider, cutting it down to a few posts takes very little extra time. With nothing being written, posts have to be researched from scratch, which is a separate piece of work and gets quoted as one.
What the practice supplies is the part nobody outside the office can fake: photos of the room and the people, permission for anything with a face in it, and one person who can approve wording. If none of those three can be assigned to a named person, we would rather say so at the consult than build a routine around them.
A dermatology account publishes for a medical practice and a cosmetic business at once, and the cosmetic side is where the rules get tested: the before and after, the tagged selfie, the comment about a laser series. The risky sentence is usually a reply typed between patients.
On our side, forms and intake are built with HIPAA-conscious handling in mind, which is a description of how we build and not a certification of anything. We are not your compliance counsel. Your practice's policies, your board's advertising rules, and whoever advises you on them decide what may be published, and we write to the rules you give us.
We do not price social by the month, because there is no monthly product here to price. Nobody at this shop staffs a posting desk, sits on comment threads and messages all day, or sells a set number of posts. The work we do sell arrives in one of four shapes, and three of them carry figures that are already published.
Paid social carries no published fee either. Like our Google Ads work, it is quoted flat after a consult, and that consult usually opens with whether a search ad would reach the same person at a better moment. Everything ongoing is month to month, no long contract, and the accounts, photos, and posts stay in your practice's name.
Our free what should you pay tool covers website and SEO pricing only, so it speaks to the first two shapes above, while what SEO costs and what a website costs go further into those same two numbers. A free mockup of your homepage is also on the table before any of this is decided.
Talking a practice out of this is a normal outcome of the consult, not a rare one. Any one of the following usually means the next dollar belongs somewhere other than a feed.
Where two or three of those are true at once, the profiles get corrected and left modest, the budget goes to search and reviews, and social gets looked at again next year. Kelly Webmasters and Marketers is Orlando based, working with local service businesses nationwide since 2008, and we are fine with that outcome. Call or text (407) 694-2055, or book the consult and we will give you the read either way.
You do, or whoever in the office holds the phone with the photos on it. We build the profiles, the site side, and a written routine that says what to shoot, what to write under it, and how often. When a content program is running with us, we hand over posts already cut from that month's writing. What we do not do is staff a desk answering comments and messages for your practice all day.
Only with written authorization naming marketing use specifically. A treatment consent signed at the visit is not that. Beyond the paperwork, keep the pairs honest on lighting, angle, and time elapsed, avoid anything identifying the person unless they agreed to be identified, and never attach a claim about what someone else should expect. If your practice has its own policy, we build to it.
Reply without confirming or discussing any of it. Something short and general, thanking her for the kind words, works. What cannot appear is a treatment name, a timeline, a visit, or anything confirming she is a patient at all. She disclosed her own information, which does not release the practice to add to it. If it needs a real answer, take it offline with a name and a number.
The groundwork is, the posting usually is not. Get the profiles correct and consistent, the preview cards and review display built into the site, and social visits tagged so you can see them. That is a one time job. Then put the recurring budget into local search, your listings, and reviews, which is where people looking for a dermatologist nearby actually decide.
Answer with a route, never a clinical opinion. A short reply inviting them to call and be seen is the only thing safe to type into a message thread. Do not ask for photos, symptoms, or history in that channel. Practices getting a lot of these are usually better off turning platform messaging off and pointing the bio at a real intake form on the site.
Three things: whether a site build or a writing program is already running, how many handles carry the practice's or a provider's name, and how much of the first run of posts you want written for you. The site side rides inside a build at $3,500 to $12,000+ one time. Posts cost least out of ongoing SEO, $1,500 to $3,500 per month for most practices and $3,500 to $7,500 per month in competitive metros or for multi-office groups. Standalone work is quoted flat after a consult.
Social Media services · Dermatology practices: industry overview · SEO for dermatology practices · Local SEO for dermatology practices · Websites for dermatology practices · Google Business Profile for dermatology practices · Reputation management for dermatology practices · What should you pay? (free tool)
A free consult here is one call about your medical and cosmetic mix, what your accounts look like today, and whether any of this belongs ahead of your search work. Call or text (407) 694-2055, or email [email protected].
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.