Most dermatology practices have been burned by a generic agency that promised results and delivered reports. Here's how to hire the right one.
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Uday Rajaram is the founder of Medical Marketing Firm. He has spent 22 years in digital marketing, starting as a developer in New York, and has run Google Ads, SEO, and AI search programs for more than 100 medical and cosmetic practices. He is the author of Earned Traffic.
Every guide on this site is written or reviewed by him. The numbers come from our own client accounts and published case studies, never estimates. How we source and update our content · udayrajaram.com
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Most cosmetic dermatology practices that have been burned by a marketing agency were burned in a predictable way: they hired a generalist who promised healthcare marketing expertise, delivered generic campaigns, reported on impressions and clicks, and could never explain why new patient volume did not move. Choosing the right agency is not complicated, but it requires asking different questions than most practices ask.
A general digital marketing agency managing cosmetic dermatology alongside HVAC companies, law firms, and e-commerce brands will not understand the nuance of your patient acquisition funnel. They will not know that Botox campaigns convert differently than laser resurfacing campaigns. They will not have benchmark CPA data for dermatology practices to compare your account against. The practices growing fastest with paid search work with agencies that run nothing but medical and cosmetic accounts, because the learning from one account makes every other account better.
If any of this sounds like your practice, start by checking whether AI search can see your site.
1. What is your average CPA for cosmetic dermatology accounts? An agency that cannot answer with a specific number either does not manage derm accounts or does not track CPA. A good agency can say: "Across our derm accounts, we average $X-$Y per consultation request in the 13-22% conversion rate range." We can say that because we track it on every account.
2. Can you show me a dermatology case study with real numbers? Not a general healthcare case study. Dermatology or cosmetic practice results, spend, conversions, CPA, timeline. We publish ours publicly: 304 conversions at $7.86 CPA for a new account, 2,718% estimated ROI from launch for another.
3. How do you set up conversion tracking? If the answer does not specifically mention call tracking, form submission tracking, and Google Ads conversion import, walk away. "We track clicks and optimize from there" is not acceptable in 2026.
4. Will we own our Google Ads account and all data in it? Non-negotiable. Your account, your data, your creative, all in accounts you own, with the agency as a user. Losing your campaign history and audience data when you leave an agency is avoidable and should be.
5. What does the first 30 days look like? A specific onboarding process, account audit, conversion tracking setup, campaign build, landing page review, baseline reporting, indicates a repeatable system. Vague answers indicate every client gets reinvented from scratch.
Guaranteed rankings or guaranteed new patients. No legitimate agency guarantees specific outcomes because too many variables are outside their control. Guarantees are a sales tactic.
Long-term contracts with no out clause. A confident agency offers month-to-month or short initial terms because they believe results will retain you. Locking you into 12 months is insurance against underperformance.
Reporting focused on impressions and clicks without CPA. Impressions do not fill your schedule. If the agency cannot tell you cost per consultation request and cost per new patient booked, they are measuring the wrong things.
We work exclusively with cosmetic and medical practices.
Free AI marketing audit, no contracts. We will audit your current marketing before asking you to spend anything, and show you our dermatology case studies on the call.
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