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Dermatology · landing pages

Your reader wants to know the gap. Not your equipment.

A Medicare rebate of $88.40 against a $307 fee leaves $218.60 to find. That number, or your version of it, is the single most searched practical question in Australian dermatology, and almost no clinic publishes it.

The question the page has to answer

Publish the out of pocket, or lose the patient at the phone call.

Medicare pays a benefit of $88.40 on an initial specialist attendance and $44.45 on a review. A real Australian dermatology practice publishes a $307 initial fee and a $218.60 out of pocket, with the review at $247 and $202.55. Those are large numbers and the patient has no way to estimate them.

Publishing them is also a compliance requirement rather than a nicety. Ahpra's guidance is that pricing must state the total price, not just initial costs or the prices of certain consultations, and it names price information that is unclear, inexact or vague as a potential breach. So Medicare rebates available, on its own, is both a weak sales line and a risk.

What each page must do

Five things, in the order the reader needs them.

State the fee and the gap
Both numbers, plainly. The patient is trying to work out whether they can afford this, and the practices that answer it convert better than the ones inviting a phone call to find out.
Help them get the referral
For specialist dermatology this is the actual next step, not booking. What to ask the GP for, how long a referral lasts, what to bring. A page that does this converts traffic that a book now page loses entirely.
Say when you can see them
For skin checks this is the whole proposition, because the competitor is a dermatology waitlist measured in months. For specialists, honesty about the wait sets expectations and reduces the enquiries you cannot service.
Be exact about credentials
Fellowship of the Australasian College of Dermatologists is protected specialist registration. Skin cancer college certificates are continuing professional development credentials. Both are legitimate and they are not the same thing, and describing a GP-led service as specialist is a straightforward misleading advertising exposure.
Separate the cosmetic work
If the practice does injectables, deep lasers or PRP, those sit under the higher risk cosmetic advertising rules that took effect in September 2025. Keeping them on their own pages keeps the medical dermatology pages out of that perimeter.
Credential language

The words that create a problem, and their safe equivalents.

Creates exposure

  • Skin cancer specialist, on a GP-led clinic.
  • Specialises in skin cancer, without specialist registration.
  • Cosmetic surgeon, or surgeon, used by a dermatologist.
  • Skin specialist, where the practitioner is not a Fellow.

Accurate and still strong

  • Doctors with advanced training in skin cancer medicine and dermoscopy.
  • A practice focused on skin cancer detection and treatment.
  • Dermatologist, FACD, with the registration stated.
  • Accredited Skin Cancer Doctor, where the credential is actually held.
Dermatologists cannot call themselves surgeons
Under the restrictions on the title surgeon, only medical practitioners holding specialist registration in surgery, obstetrics and gynaecology, or ophthalmology may use it. Ahpra's guidance names dermatology explicitly among the specialties that may not, including in the compound form cosmetic surgeon. Since dermatologists perform genuine surgical excisions daily, this is a genuinely counterintuitive rule and one of the easier ways for an otherwise careful practice to end up with a title breach on its own website.
Straight answers

Questions clinic owners actually ask

Should a dermatology practice publish its fees?
Yes, and it is closer to a requirement than a choice. Ahpra's guidance is that advertising must state the total price rather than only initial costs or the price of certain consultations, and it names unclear, inexact or vague price information as potentially breaching the National Law. Beyond compliance, the gap is the question the patient actually has. With an initial attendance benefit of $88.40 against typical fees of $250 or more, the out of pocket is substantial and unguessable, and clinics that publish it convert better than those that do not.
What should a specialist dermatology landing page ask the visitor to do?
Help them get a referral, rather than book. A patient who wants a Medicare rebate needs a GP referral first, so a booking-only call to action fails most of your qualified traffic. A page that explains what to ask the GP for, how long the referral is valid and what to bring gives that visitor something to do now, and gives you a trackable on-site conversion at the point where you still control the page. Keep the booking option visible for patients who already hold a referral.
Can a GP-led skin cancer clinic call itself a skin cancer specialist?
No. Specialist is protected under the National Law, and Ahpra's guidance is that where a practitioner does not hold specialist registration, advertising using specialist, specialises in, specialty or specialised is likely to mislead. Skin Cancer College Australasia credentials, including the Accredited Skin Cancer Doctor pathway, are genuine and demanding, and they are continuing professional development credentials rather than specialist registration. Naming the actual credential is both accurate and more persuasive than a word the reader half discounts anyway.
How should a page handle before and after images for skin treatments?
Carefully, and differently depending on which side of the medical and cosmetic line the treatment sits. Ahpra permits before and after images where they are as similar as possible in content, camera angle, background, framing and exposure, with consistent posture, clothing and lighting, any alteration explained, and the treatment being the only visible change. For higher risk cosmetic procedures, the September 2025 guidelines add further requirements including that images be of that practitioner's own patients, unfiltered, with the elapsed time stated and a results vary warning.
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