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Dermatology · why otp

The first question we ask is whether you want more patients at all.

With 661 dermatologists in Australia and waiting lists in months, a full practice gets negative value from more enquiries. That question has to come before the proposal, not after the third invoice.

Where we start

Capacity, then mix, then volume.

There are 661 dermatologists for 27 million Australians, 27 per cent of them are aged 60 or over, and 91 per cent practise in capital cities. Waiting lists follow from that arithmetic. So for a specialist practice the useful marketing question is frequently not how do we get more enquiries but which enquiries do we want, and how do we fill the gaps rather than lengthen the queue.

That means mix control: attracting the case types with capacity, filling cancellations, and where relevant reaching the regional demand that is genuinely unserved. It is a different engagement from lead generation and it is usually worth more. A skin cancer clinic is normally the opposite, with real capacity and a genuine volume problem, which is why we will not run the two the same way.

How we work

Four things specific to dermatology.

We report on a window that matches reality
Referral driven dermatology gets a 90 day view with the click to attendance lag shown explicitly. A 30 day report on a business with a five week referral pathway is not conservative, it is wrong.
We settle the free question first
Free skin check and bulk billed skin check are rising Australian queries. For a bulk billing clinic they are the strategy. For a private billing clinic they are negatives. Building before answering that wastes real money.
We use the geography nobody uses
Melanoma incidence is highest in inner regional Australia and 91 per cent of dermatologists are metropolitan. Where a practice can serve that demand, through visiting clinics or teledermatology, it is the least contested audience in the category.
We keep the cosmetic work separate
Since September 2025 higher risk cosmetic procedures carry their own advertising rules, including asset identification and adult content flagging. Running them inside the medical account drags the medical work into that perimeter for no benefit.
What we will not write
Manufactured urgency in skin check advertising. Ahpra names don't delay, act now before it's too late, don't miss out and time is running out specifically, as language that may be unlawful where it is linked to unsubstantiated claims a person's health will suffer. In a country with the world's highest melanoma incidence and no national screening program, that line is genuinely worth respecting rather than working around. Availability and expertise sell this service perfectly well without it.
Straight answers

Questions clinic owners actually ask

How long before a dermatology account shows results?
It depends which business you are, and this is the difference that matters most. A skin cancer clinic behaves like local primary care: live in seven days, bookings inside a fortnight, a readable result at six weeks. A referral driven specialist practice takes considerably longer, because the pathway runs through a GP visit and a referral before anyone attends. We would not draw conclusions on a specialist account before 90 days, and we say so at the start rather than explaining it in month two.
Do you work with both dermatologists and skin cancer clinics?
Yes, and never two of the same type in the same catchment. They are different businesses that happen to share a word, and in many markets they are not really competitors: a skin cancer clinic competes against a dermatology waitlist rather than against the dermatologist. Where there is genuine overlap in a catchment we take one client, not both.
Can you guarantee our dermatology advertising is compliant?
We can guarantee that what we write follows the advertising guidelines, that clinical testimonials will not appear in assets we control, that credential language will be accurate to the registration actually held, and that prescription medicine names will stay off ads and landing pages, which is a Google policy requirement in Australia as well as a regulatory one. We cannot give legal advice, and Ahpra does not pre-approve advertising. We also audit your existing site, because claims we did not write are still claims on a page we are sending traffic to.
What do you need from a dermatology clinic to get started?
Access to the Google Ads account and Business Profile, your current fee schedule including the actual out of pocket after rebate, an honest picture of your current waiting time, and a clear answer on whether you bulk bill. Those last two shape the entire account. A practice with a three month wait and a practice with next week availability need opposite messages, and a bulk billing clinic and a private billing clinic need opposite keyword lists.
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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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