Healthcare & Wellness / Medical & Specialty Care
Dermatology marketing for the medical visit and the cosmetic consultation
Dermatology marketing from MBI is the acquisition work a practice hands over whole — postcards that announce a service, a provider, a location or a limited-time offer, privacy- and policy-reviewed Facebook and Instagram campaigns for general, cosmetic and medical dermatology, opted-in text promotions, and the brochures, referral packets and new-patient forms the front desk works from — with the medical and the cosmetic campaigns run apart.
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How does dermatology patient acquisition work across medical access and cosmetic consultations?
The short answer
Two campaigns, not one. Medical-access and cosmetic consultation campaigns are built separately so the promise a patient reads and the intake path it leads to stay clear. Mail carries service, provider, location and limited-time-offer announcements; local Facebook and Instagram inquiry campaigns run for consultations; opted-in texts follow.
Built for. The practices this page is written for are dermatology groups with general, surgical, cosmetic or multi-site capacity and a compliant referral and new-patient intake infrastructure.
One team. MBI plans, produces and delivers direct mail, print and digital campaigns from a single team in DeLand, Florida, and data, print and delivery have been in-house since 1989.
direct mail marketing services digital advertising services printing services
The two tracks
Guide · Printing
Direct mail
What does dermatology direct mail announce to a local audience?
The short answer
Dermatology mailers support service, provider, location and limited-time-offer announcements, and a local-awareness campaign for a new or nearby dermatology practice carries a booking call to action. MBI selects the addresses, designs and prints the piece and mails it, so one route back to the practice is the same on every drop.
The documented mail. Dermatology mailers support service, provider, location and limited-time-offer announcements, and a local-awareness campaign for a new or nearby dermatology practice carries a booking call to action.
USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).
USPS Domestic Mail Manual 602.5
postcard mailing services direct mail mailing lists targeted direct mail
Postcard · Direct Mail
One route back
Facebook and Instagram
What can cosmetic dermatology advertising show on Facebook and Instagram?
The short answer
Local inquiry, video, Reel, Story and education campaigns for general, cosmetic and medical dermatology, reviewed for privacy and platform policy before anything runs. Protected health information stays out of targeting and copy, and no line implies a viewer has a condition. Meta's standards say ads must not contain content that asserts or implies personal attributes.
The documented campaigns. Privacy- and policy-reviewed local Facebook and Instagram inquiry, video, Reel, Story and education campaigns run for general, cosmetic and medical dermatology, and protected health information and messaging that implies a viewer has a condition are avoided.
The limits. This vertical's research records the limits a dermatology campaign works inside: avoid diagnosis, cure, or individualized health claims in ads; use authorized imagery/testimonials only; keep medical and cosmetic disclosures, privacy controls, and provider credentials accurate.
Meta's advertising standards state that ads must not contain content that asserts or implies personal attributes, and the attributes listed include, among others, race or ethnicity, religion or beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health including medical conditions, vulnerable financial status, voting status, trade union membership, criminal record and name.
Meta advertising standards, personal attributes
direct mail and digital marketing digital advertising services
Meta ad · Facebook
Reel · Instagram
Reviewed first
SMS
When may dermatology text message marketing reach a patient about a cosmetic offer?
The short answer
After that patient has opted in. For opted-in recipients the thread carries, among other categories, cosmetic and product promotions, special offers, educational content and practice news. CTIA's messaging principles say messages should be sent only after the consumer has opted in, and that senders should not use opt-in lists that have been rented, sold or shared.
The documented texts. For opted-in recipients, documented dermatology marketing texts include, among other categories, cosmetic and product promotions, special offers, educational content and practice news.
CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them, and list, among the mechanisms by which a consumer might demonstrate opt-in consent, entering a telephone number through a website, clicking a button on a mobile webpage, sending a message from the consumer's mobile device that contains an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting in over the phone using interactive voice response technology; senders should also document opt-in consent by retaining, among other data, the timestamp of consent acquisition and the consent acquisition medium.
CTIA Messaging Principles and Best Practices, May 2023, §5.1.2
CTIA's Messaging Principles and Best Practices state that message senders should ensure consumers have the ability to opt out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all consumer opt-out requests by sending one final opt-out confirmation message per campaign, with no further messages sent after it; and that message senders should not use opt-in lists that have been rented, sold or shared, and should create and vet their own opt-in lists.
CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4
SMS
SMS
The thread
Referral marketing
How does dermatology referral marketing reach primary care and community partners?
The short answer
Referral-ready content for primary care and community partners is one of the four campaigns MBI builds for a dermatology practice, and print carries it: referral packets, practice overview and patient-education brochures, presentation folders, new-patient forms and packets. Commercial and variable-data printing are in house, so a partner's set and the mailed piece match.
The four campaigns. Referral-ready content for primary care and community partners is one of the four campaigns this vertical's research names, alongside separated medical-access and cosmetic consultation campaigns, seasonal skin-health education driven by clinician expertise, and urgent-access and new-location awareness built around real capacity.
The print set. The print formats this vertical's research names are direct-mail postcards, practice overview and patient-education brochures, referral packets, new-patient forms and packets, presentation folders, patient mailings, review thank-you cards and med-spa booklets.
In house. Printing at MBI is commercial and variable-data printing produced in house.
One-sheet · Printing
Sheet · Printing
One press
Through the year
Which other campaigns does a dermatology practice run?
The short answer
Three more, besides patient acquisition. Seasonal skin-health education and clinician expertise are used to drive appropriate appointments. Urgent-access and new-location awareness is built around real capacity. Referral-ready content goes to primary care and community partners, and service-specific education follows it. MBI plans, prints and runs each of them.
The three campaigns. The three researched dermatology campaigns are a local-awareness campaign for a new or nearby practice with a booking call to action, a local Facebook and Instagram inquiry campaign for general, cosmetic or aesthetic dermatology consultations, and an opt-in SMS campaign for cosmetic promotions, product offers, practice news and educational content.
Real capacity. Seasonal skin-health education and clinician expertise are used to drive appropriate appointments, and urgent-access and new-location awareness is built around real capacity.
nationwide direct mail direct mail cost direct mail marketing services
Beside acquisition
Mailer · Direct Mail
Card · Printing
Guide · Printing
Questions
Questions a dermatology practice asks before it mails
Searched for dermatology practice marketing agency, dermatologist marketing or marketing for dermatologists? Same work, same answers.
What kind of marketing does MBI run for a dermatology practice?
Direct mail, local Facebook and Instagram campaigns, opted-in texting and printed collateral, planned and run by one team. Medical-access and cosmetic consultation campaigns are built as two separate programmes, so the promise a patient reads and the intake path it leads to stay clear.
Why are the medical and the cosmetic campaigns kept apart?
Because medical access and a cosmetic consultation are different promises with different intake paths. Separating the campaigns keeps both clear: each says what it is for and routes the response to the part of the practice that handles it, so the mail, the ads and the texts point one reader at one next step.
What has to be in place before a dermatology campaign runs?
A compliant referral and new-patient intake path. The practices this is built for are dermatology groups with general, surgical, cosmetic or multi-site capacity, and urgent-access and new-location awareness is built around real capacity — so the response a campaign creates has somewhere to land.
How is a dermatology mailing quoted?
A dermatology mailing has no list price: a quote resolves to producing the piece and mailing it, and seven decisions move those two numbers — quantity, format and finished size, paper and weight, color, coating and finishing, data and personalization, postage, mail class and sortation, and entry and drop strategy. /capabilities/direct-mail/direct-mail-cost walks a dermatology practice through them.
Where does HIPAA sit in a dermatology campaign?
In what the campaign is built from. Under 45 CFR 164.508(a)(3) a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except a face-to-face communication or a promotional gift of nominal value. No protected health information goes into a dermatology campaign's targeting or copy.
How does a dermatology practice collect the consent behind a text?
From the patient. CTIA's messaging principles list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword and signing up on site among the ways a consumer might demonstrate opt-in consent, and say senders should document, among other data, the timestamp and medium of that consent.
What else comes off the press for a dermatology practice?
Practice overview and patient-education brochures, referral packets, new-patient forms and packets, presentation folders, patient mailings, review thank-you cards and med-spa booklets, alongside the direct-mail postcards. Commercial and variable-data printing are in house, so the piece that is designed is the piece that is printed.
What happens when an address on the mailing list has changed?
The dermatology mailing list is corrected against the postal file first. USPS requires each address in a mailing at commercial First-Class Mail presorted or automation prices, or USPS Marketing Mail prices, to be updated within 95 days before the mailing date with a USPS-approved method such as NCOALink or Address Change Service.
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