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Dermatology · clinic specialist

Melanoma is most common where the dermatologists are not.

Inner regional Australia records the highest melanoma incidence in the country. 91 per cent of Australia's 661 dermatologists practise in a capital city. That inversion between where the disease is and where the supply is should be driving geographic strategy, and almost nowhere is it.

  • We separate the referral business from the skin check business, because they are opposites.
  • Campaigns built for a conversion that arrives via a GP you never advertised to.
  • Live in 7 days, or your first month is free.
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Recognised by
Best Google Ads Campaign · AU 2025Global recognition for paid mediaGlobal Search Awards 2025 FinalistAFR Fast 100 · #18
Recent work

Dermatology clinics, in their accounts.

Real dermatology accounts we built and run. Click any tile to read the full case.

Section · 01
Curated Skin AestheticsFeb 19 – Mar 19, 2025
Consult conversions
19
@ $46.31 ea.
Clicks660
Spend$880
Conv. rate2.9%
Consult-led
Cosmetic & Aesthetics·Australia
Curated Skin Aesthetics
19 consult conversions in 29 days at $46.31 each. 660 clicks, $880 spend.
Read the case study →
Aurum DentalApr 1–30, 2026
Conversions · Cost / conversion
LIVE
75
@ $43.75 ea.
Clicks474
Spend$3,281
Conv. rate15.8%
Dental·VIC
Aurum Dental
75 tracked conversions in 30 days at $43.75 each. 474 clicks, $3,281 spend.
Read the case study →
New Leaf SpaFeb 1 – Mar 31, 2026
Conversions · Cost / conversion
FEATURED
318
@ $13.00 ea.
Clicks3,915
Spend$4,135
Conv. rate8.1%
Cosmetic & Aesthetics·Australia
New Leaf Spa
318 conversions in 60 days at $13.00 each. Conversion volume scaled 6× across the window.
Read the case study →
In their words

From clinic owners.

Section · 02
“
The team are professional, responsive, and easy to work with. They provide clear insight into performance and deliver measurable results across paid media.
Ho N.
Ho N.
Head of Sales · AACAE
“
Working with the team has been a game-changer for our clinic's digital marketing. They brought clarity, strategy, and serious expertise to our paid media.
Shaely Pynt
Shaely Pynt
Founder · Curated Skin Aesthetics
How we work

Onboard → Build → Launch → Run.

Every dermatology clinic moves through the same four phases. Nothing custom. Nothing slow.

Section · 03
Day 0
1

Onboard

20-min call. Services, USPs, locations, budget, Google Ads access. No 90-minute workshops.

Days 1–4
2

Build

Campaigns, ad groups, dermatology-specific copy, conversion tracking. All drafted and waiting for your tick in the portal.

Day 7
3

Launch

Campaigns live. Tracking hydrated. Every call, form and SMS into one inbox.

Ongoing
4

Run

Weekly Friday email on what we changed. Monthly report on conversions, spend and ROI. Milestone alerts on new bests.

Three businesses, one word

Dermatology is not a vertical. It is three of them.

A specialist dermatologist holds Fellowship of the Australasian College of Dermatologists, requires a GP referral for the patient to receive a Medicare rebate, charges a substantial out of pocket, and has a waiting list. A skin cancer clinic is usually GP-led, needs no referral, frequently bulk bills, and can see somebody this week. A cosmetic dermatology service is fully private, needs no referral, and since September 2025 sits under a separate set of advertising rules altogether.

These are not three services on one menu. They have different payers, different gatekeepers, different geographies, different price points and different definitions of a conversion. Running them through one Google Ads account produces an account optimised for whichever of the three generates the cheapest events, which is always the bulk billed skin check.

The two that get confused

Skin cancer clinic and specialist dermatologist are opposites.

Skin cancer clinic

  • GP-led. Credentials are college certificates, not specialist registration.
  • No referral required. Books directly.
  • Bulk billed or a modest private fee.
  • Seen this week. Availability is the selling point.
  • Suburb radius. Nobody drives an hour for a free skin check.
  • High volume, low ticket, converts on the phone or a booking form.

Specialist dermatologist

  • Fellowship of the Australasian College of Dermatologists. Protected specialist registration.
  • GP referral required for any Medicare rebate.
  • Around $88.40 back on an initial attendance, against a fee that leaves $200 or more out of pocket.
  • Weeks to months. Availability is the constraint, not the pitch.
  • Whole metro or region, because there are so few of them.
  • Low volume, high ticket, and the conversion arrives as a referral weeks later.
When Australians actually search

Skin checks are seasonal. Dermatology barely is.

Relative search interest across an Australian year, indexed against each term's own average. These are Google Trends indices, so they show shape rather than volume.

mole check, peak to trough
2.16x
The most seasonal term in the category
skin cancer check
1.87x
skin check
1.67x
Peaks in January, troughs in June and July
dermatologist
1.23x
Essentially flat. Medical demand does not follow the sun

Source: Direct Google Trends pull for Australia, five years of weekly data. Indices are relative interest, not search volume.

Google will not let you name the medicine, on the ad or the page
Google's healthcare and medicines policy restricts prescription drug terms in ads, keywords and landing pages, and for campaigns targeting Australia the rule is explicit that prescription drug terms may not be used in the ad or its destination. That last part is the one that catches people. A landing page naming isotretinoin, dupilumab or a psoriasis biologic can disapprove the ad pointing at it, even where the ad copy itself is clean. The clinical core of medical dermatology is, in advertising terms, unsayable.
Go deeper

The dermatology detail, page by page.

Straight answers

Questions clinic owners actually ask

Do you need a referral to see a dermatologist in Australia?
You can see one without a referral, but you will not receive a Medicare rebate. With a valid GP referral, the Medicare benefit for an initial specialist attendance is $88.40 and for a subsequent review $44.45. Because dermatology fees commonly run to $250 or more, a patient with a referral is typically still out of pocket by around $200. The practical consequence for advertising is significant: the highest value action on a specialist dermatology page is often helping the patient get the referral, not booking them in.
What is the difference between a dermatologist and a skin cancer clinic?
A dermatologist holds specialist registration through Fellowship of the Australasian College of Dermatologists, which follows a lengthy training programme, and there are 661 of them in Australia. A skin cancer clinic is usually staffed by general practitioners, some of whom hold college certificates in skin cancer medicine and dermoscopy. Those certificates are continuing professional development credentials rather than specialist registration. Both provide genuine skin cancer services. They are different businesses with different access, pricing and waiting times, and the language used to describe credentials is a real compliance risk.
When do Australians search for skin checks?
January is the peak. Interest climbs from a September trough, steps up noticeably in November, and peaks in January before declining through autumn to the winter low. The peak to trough ratio is roughly 1.67 times for skin check, 1.87 for skin cancer check and 2.16 for mole check. Searches for dermatologist behave completely differently, varying only about 1.23 times across the year, because medical dermatology demand is condition driven rather than weather driven. That difference alone is a reason to budget the two separately.
How much does a dermatology click cost in Australia?
Medical Marketing Group's Q3 2026 Australian figures put the weighted average at $3.97 across 17 core dermatology and skin terms, with skin cancer check the priciest term Google reports at a $5.40 top of page bid. Separately, Medico Digital's analysis of more than $11 million of Australian healthcare ad spend puts dermatology at a $3.04 average cost per click and a $53.30 cost per acquisition. Treat that second figure carefully, because the dermatology slice was only about $72,000 of that spend, which is a thin sample.
Is there a national skin cancer screening program in Australia?
No. In October 2024 the Australian Government funded work on a roadmap for a targeted screening program, but no population screening program exists today. Cancer Council's public advice is to get to know your own skin, check it regularly, and talk to your doctor about your level of risk. This matters commercially and legally: the category's largest keyword, skin check near me, sits on top of a service with no population level clinical recommendation behind it, which is precisely the territory Ahpra's rules on encouraging unnecessary use are written about.
A campaign partnership built for clinics

Ads that earn their place in your P&L.

A senior team that lives inside your account. Conversion infrastructure wired in before any ad goes live. Reporting that ties spend to booked appointments, not impressions.

Dedicated account manager

A senior specialist who runs clinic accounts day to day.

Clinic-only specialists

Every keyword, headline and account structure built inside real Australian clinic accounts.

Award-winning team

Winner, Best Google Ads Campaign, Australia 2025. Google Partner. AFR Fast 100.

When you're ready
We will be too.
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