RadiantSkin Dermatology
RadiantSkin Dermatology had built a strong reputation locally through years of referrals and physician partnerships, but as newer clinics began investing in social media and digital ads, they started noticing a drop in appointment requests, especially for cosmetic treatments like Botox, laser therapy, and acne facials.
Problem
Outdated marketing approach. Their website hadn’t been refreshed in years and didn’t reflect their modern in-office experience. They weren’t using social or email beyond the occasional newsletter.
Relying too heavily on existing patients. Most new clients came from word-of-mouth, but referrals had slowed, and the clinic had no formal referral or reactivation system in place.
Low cosmetic treatment bookings. Medical visits (like mole checks and eczema) filled the calendar, but the higher-value cosmetic appointments they wanted to grow were lagging.
Generic ad strategy from a previous agency. They’d hired a national healthcare marketing company that ran cookie-cutter campaigns — stock photos, basic “Get Clear Skin Today” headlines — which didn’t stand out in local search or social feeds.
No automation or lead follow-up. People would fill out “Request a Consultation” forms online, but there was no email or SMS follow-up to convert them. Staff would call days later, long after the prospect had booked elsewhere.
Inconsistent branding. The office had gorgeous branding materials in-person but none of it was showing up in their digital marketing. Every ad and email looked different.
Solution
Ad Campaigns that stand out amongst competitors
Run a competitor audit and discuss ways we would want the RadiantSkin brand to stand out
Messaging that is less generic and more engaging with appealing CTAs and more direct targeting across all platforms including Facebook, Instagram and Google
The budget for these would depend on how aggressive the clinic wanted to be. My recommendations are:
Minimum: $500–$1,000/month
Healthy: $1,500–$3,000/month
Aggressive: $3,000–$5,000/month
Ads would include…
Big focus on the higher value cosmetic appointments
General Appointment Scheduling
Seasonal Promotional Sales
Lifestyle (feeling good in your skin)
After Inquiry Follow Ups
This seems like a big pain point for the clinic in losing patients. I would start by an instant follow up, via email and SMS, saying thank you and we will be in touch with you shortly.
If possible, having a piece of content to send instantly after an inquiry with any information they might want or need about the clinic, the doctors and staff, treatments, FAQs, etc. That would be a great intro for them to feel more connected to the clinic before that first call.
If problems still arise, we would implement a more sophisticated inquiry follow up system with a follow up a few days after the inquiry as well as a week, and then a month afterwards.
Depending on permissions of the inquiry, they would also be on the email list to receive promotions and any other regularly scheduled emails.
Website update & possible redesign recommendation
Although I can do this, I prefer to focus on what I’m best at which is ad campaigns, email and SMS. If interested, I would direct to a recommended web designer.
