Let's TalkLet's TalkPatient acquisition for dermatology and aesthetics, where the cash-pay side funds the practice and the imagery that sells it is the imagery the ad platforms restrict.
Dermatology practices usually market the practice and wonder why the high-value procedures do not fill. We will map your cash-pay procedures against what is actually being searched in your market, show you which ones have demand you are not addressing, and tell you what each consult should cost you.
Local conditions that change the plan, rather than the state name pasted into a template.
Florida combines year-round UV exposure with one of the oldest population profiles in the country, and the result is that medical dermatology demand - screenings, lesion checks, surgical excision - is steady rather than seasonal. That is an unusual luxury. It also means the practice has a reliable medical base to build on, and does not need its cosmetic line to carry the whole schedule.
A skin-cancer screening patient and a cosmetic-injectable patient arrive through different searches, respond to different proof and convert on different timelines. Practices that market as one dermatology brand dilute both. The screening funnel wants reassurance, availability and insurance clarity; the cosmetic funnel wants outcomes and price. Running them through one campaign averages the message into something neither patient was looking for.
In Southwest Florida and The Villages the schedule fills with Medicare-covered medical work, which is good for volume and constrained on margin. In Miami-Dade and the coastal corporate markets the cosmetic line carries a much larger share. The same campaign structure produces very different economics in the two, and a practice with locations in both should not be running one budget across them.
The board that governs your advertising depends on the licence you hold, not only on the state. These are the rules that bite in Florida.
Rule 64B8-11.001 deems an advertisement deceptive where it states or implies that a physician has received formal recognition as a specialist unless that recognition came from an agency the Board approves, and the Board approves the specialty boards of the American Board of Medical Specialties. The word dermatologist, and anything implying specialist standing in a sub-discipline, is measured against that - not against experience or case volume, however extensive.
The same rule treats an advertisement as deceptive if it makes only a partial disclosure of relevant facts. Dermatology marketing runs into this constantly: an outcome shown without the number of sessions behind it, a price without what it excludes, an insurance claim without the qualifying conditions. Leaving the qualifier for the consultation is a choice the rule has already characterised.
Rule 64B8-11.001 also reaches claims as to which the physician does not expect to perform. A general dermatology practice advertising Mohs surgery it actually refers elsewhere is making exactly that claim, and it is a common way to widen a campaign's keyword coverage. If the practice does not perform it, the honest and compliant campaign says who does - which also stops you paying for enquiries you will hand away.
The same programme as everywhere, run against this state's rules.
The closest engagement we can show is the clinic network below - 54,000+ leads at a 57% reduction in cost per lead across a multi-state rollout. It was not a dermatology practice and we are not going to present it as one. What carries across is the volume machinery and the segmentation discipline; the Board of Medicine constraints above, and the medical-versus-cosmetic split, are the Florida-specific work that sits on top of it.
Read the full case studyNo, and running them together is the most common structural mistake we see in this speciality. The two patients search differently, need different evidence and convert over different timeframes, and a shared campaign optimises toward whichever produces cheaper conversions rather than whichever produces more revenue - usually the cosmetic side, even in a practice whose margin sits elsewhere. Separate campaigns, separate landing pages, separate measurement, one brand.
Where the recognition is genuine and comes from a Board-approved agency, yes - Rule 64B8-11.001 ties specialist claims to recognition from agencies the Board approves, and it approves the ABMS specialty boards. The trap is implication rather than statement: layout, adjacency and phrasing can imply specialist standing that the words carefully avoid claiming. We have the specialty language checked before creative is produced rather than after a complaint.
It generates volume, and in a sun-belt market that volume is real rather than curiosity. Two cautions. Any advertisement for a free or reduced-fee service by a health care practitioner falls under Fla. Stat. 456.062 and needs the prescribed capitalised statement, so the creative has to be designed around it. And screening volume is only valuable if the practice has capacity to convert findings into treatment - otherwise you have bought a waiting list.
Not evenly, and not on a single blended target. A Naples or Villages location filling with Medicare-covered medical work has different economics from a Miami-Dade location where cosmetic carries the margin, and one statewide cost-per-acquisition goal will systematically overspend in one and starve the other. We set targets per location against that location's actual service mix, which is more work to report and the only version that reflects the business.
Then the campaign should not be bidding on them as though you perform them. Rule 64B8-11.001 reaches claims as to which the physician does not expect to perform, and separately it is poor economics - you are paying for enquiries you will hand to someone else. The better structure names the referral relationship openly, which reads as competence rather than limitation, and keeps the budget on the work you actually do.
The full service, and the neighbouring states we cover.
Which metro, which procedures, and what you are running now. We will tell you honestly whether we can help, and what the board rules mean for it.