Med Spas, Dermatology & Plastic Surgery
MARKETING FOR
MEDICAL AESTHETICS.
Blank Box Digital builds the search presence and the booking systems that med spas, dermatology practices, and plastic surgeons run on. SEO, Google Ads, treatment pages, Google Business Profile, social content, and automated follow-up, handled by a small team in Austin, TX with no handoffs, on month-to-month terms.
How a Patient Arrives
Patients Shop by Treatment and Compare Before They Book
A practice does not get a patient from a ranking or an ad. It gets a patient when someone searching for a specific treatment opens two or three practices side by side, picks the one whose photos, reviews, and price made sense, and finds a booking step that works at the hour they are looking. Every service we sell to aesthetic practices maps to one step on that path, and we report on the whole path, not on whichever step looks best this month.
That is also why we do not sell practices a single channel in isolation. An ad that lands on a homepage with no treatment page behind it, or a profile with no recent photos, sends the comparison to the practice down the street.
Each step below names the service that owns it. Pricing for each is on our pricing page.
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Search
Someone types "botox near me," "laser hair removal cost," or "rhinoplasty surgeon" plus a city into a phone. The search is the treatment name, almost never the words "med spa" or "dermatologist" on their own.
Owned by SEO, Google Ads, Google Business Profile
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Compare
They open two or three practices and look at the same things in the same order: before-and-after photos, reviews, the price or the consultation fee, and who does the work. The practice that shows all four wins the tap.
Owned by Treatment pages, profile photos, social content
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Book
An online booking or a consultation request, often late at night. If the booking step is a contact form that gets answered tomorrow, the patient has already booked somewhere else.
Owned by Booking forms, landing pages, conversion tracking
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Consult
A confirmed appointment, a no-show, or a surgical consultation that ends with "I need to think about it." Reminders before and follow-up after decide how many consultations turn into treatment.
Owned by Speed to lead and follow-up automation
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Treatment
The treatment happens, the review request goes out, and in a med spa the next appointment is already due on a schedule. The practices that grow bring patients back without anyone remembering to call.
Owned by Review flow, database reactivation, your booking system
Our Services
What We Do for Medical Aesthetics Practices
SEO
One page for each treatment you offer, built around the names patients actually search, with the technical work underneath. A single "services" page cannot rank for filler, laser, and body contouring at once.
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Google Ads
Campaigns split by treatment, the healthcare advertising exception requested at build time, no remarketing lists off treatment pages, and conversion tracking that carries no health detail.
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Websites & Landing Pages
Hand-coded practice sites and single-treatment landing pages for ad traffic, with online booking or consultation request forms, before-and-after galleries, and tracking built in from the first day.
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Google Business Profile
Categories read from the practices that already rank in your market, services set per treatment, real photos uploaded on a schedule, and review replies that never confirm anyone was a patient.
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Speed to Lead & Follow-up
An automated reply to every booking request and missed call within minutes, reminders before the appointment, and follow-up after a surgical consultation until a date is set or the patient says no.
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Social Media & Content
Instagram and Facebook content built from your own treatment photos and your staff, plus articles that answer the questions patients ask before they book, each linked to the treatment page that takes the booking.
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Practice Type
Marketing for Med Spas
Med spa patients search by treatment, compare on photos and reviews, and book the practice that makes booking easy. The work is one page per treatment, a profile full of real photos, and a booking step that works at 10pm.
How patients search
By treatment name and by price: "botox near me," "lip filler cost," "laser hair removal" plus the city, "microneedling," "body contouring." Almost always on a phone, and often after seeing a result on Instagram first. Searchers rarely type "med spa"; they type the thing they want done, which means a practice with a single services page is invisible for most of the searches that matter.
What decides the booking
Before-and-after photos of that exact treatment, reviews that name the injector or the provider, a visible price or starting price, and whether booking takes thirty seconds or a phone call during business hours. Med spa patients reach for online booking before the phone, which is why the booking widget or a short request form goes above the fold and the phone is the second path, not the first.
What we build
- Treatment pages per service (injectables, laser, skin treatments, body contouring, each major treatment on its own page) as the foundation of the SEO work, each carrying the facts that decide a booking in plain text: the price or starting price, who performs it, how long it takes, and what to expect after.
- Google Ads campaigns split by treatment, with the healthcare advertising exception requested before launch, because prescription drug names such as Botox in ad copy trip Google's healthcare and medicines policy, and negative keyword lists for training, courses, and at-home devices. Click costs by vertical are in our breakdown of what Google Ads cost.
- A Google Business Profile with categories matched to the practices that rank for your treatments, services set per treatment, and two to four real photos a month from actual appointments, never AI-generated, because both Google's review process and patients catch it. The full checklist is in our profile optimization guide.
- Social content built from your own before-and-after photos and your staff, with written patient consent for every image, because aesthetic work is judged visually and the practice's feed is the second place a patient checks after the profile.
- Booking follow-up: an instant reply to every request, appointment reminders, and a reactivation sequence that brings patients back for the treatments they repeat, run through the booking software you already use.
Practice Type
Marketing for Dermatology Practices
A dermatology practice serves two patients who never meet: the insured patient with a mole, a rash, or acne, and the cash patient who wants a cosmetic treatment. They search differently, convert differently, and pay differently, so the pages and the campaigns are built in two halves.
How patients search
Medical patients search "dermatologist near me," "dermatologist that takes" their insurance plan, "skin cancer screening," "acne dermatologist," and the deciding questions are whether you take their plan and how soon they can be seen. Cosmetic patients search the way med spa patients do, by treatment name and price. One campaign or one page trying to serve both answers neither.
What decides the booking
For medical patients: the insurance list, new-patient availability, and whether they can book without calling. For cosmetic patients: photos, reviews, price, and the provider's credentials. Reviews matter to both, but a reply that confirms a diagnosis or a treatment is a HIPAA problem, so every reply is written to thank the reviewer without confirming anything about their visit.
What we build
- Two page sets on one site as the core of the SEO work: condition pages for medical dermatology (acne, eczema, psoriasis, skin cancer screening, mole removal) and treatment pages for cosmetic dermatology, each with its own booking path and its own tracking.
- Google Ads split into a medical campaign and a cosmetic campaign, because an insurance visit and a cash treatment cannot share a bid target, with the healthcare exception requested at build time and negatives for the residency, board exam, and job searches the word "dermatology" attracts.
- A Google Business Profile that carries the insurance and new-patient facts medical patients check first, services set per condition and per treatment, and a check after every services edit that the justification line Google renders under your listing does not misdescribe the practice.
- Conversion tracking with no condition or procedure names in URL parameters or thank-you pages, no remarketing lists built from condition pages, no tags on the patient portal, and call recording left off, because Google will not sign a Business Associate Agreement and those are exactly the patterns regulators have pursued.
- Landing pages per cosmetic treatment for ad traffic, follow-up sequences for cosmetic consultations, and an annual skin check reminder for medical patients, all run through the practice management software you already have.
Practice Type
Marketing for Plastic Surgeons
Plastic surgery patients research for months before they book a consultation, and a consultation is not a surgery. The marketing has to answer the early questions, earn the consult, and keep the conversation alive until a date is set.
How patients search
Searches start as questions, "how much does rhinoplasty cost," "breast augmentation recovery time," "mommy makeover before and after," and become "rhinoplasty surgeon" plus a city weeks or months later. Patients read surgeon bios, compare galleries across several practices, and check board certification before they request anything. Because surgery is rarely urgent, some patients will travel for it, which widens the geography for the procedures you are known for.
What decides the consultation
Board certification shown plainly, a before-and-after gallery for the exact procedure, reviews, the consultation fee, and financing. For surgery the decision is as much about paying for it as choosing a surgeon, so the financing options and the consultation fee belong on the procedure page, not in a phone call. After the consult, the follow-up decides whether the quote becomes a surgery date or sits in a drawer for a year.
What we build
- Procedure pages (face, breast, body, each procedure on its own page) with a gallery per procedure, the surgeon's credentials, the consultation fee, and the financing options, as the foundation of the SEO work.
- A content program around the questions patients ask months before they book (cost, recovery, candidacy, what the day of surgery looks like), each article linked to the procedure page that takes the consultation request.
- Google Ads campaigns per procedure with the healthcare exception, no Customer Match or lookalike audiences because Google prohibits them for health advertisers, and the search query itself carrying the intent instead of a stored profile of the searcher.
- Landing pages per procedure for ad traffic, each carrying the consultation fee, the financing options, the surgeon's credentials, and a short request form, so the page answers the questions that decide the contact.
- Follow-up after the consultation by text and email for weeks rather than days, written in a plain voice, with the quote and the financing link ready, and routing to your patient coordinator the moment the patient replies.
How We Work
Built for How Aesthetic Practices Operate
HIPAA Shapes What We Track
Google will not sign a Business Associate Agreement for Ads or Analytics, so no protected health information can reach either one. We track booking requests and calls under generic conversion names and thank-you pages, build no remarketing lists from treatment or condition pages, keep every tag off the patient portal, and leave call recording off. The intent lives in the search query, not in a stored profile of the patient.
Reviews Without Confirming a Patient
A reply that says "glad the filler settled nicely" confirms that someone was a patient and what they had done. Every reply we write thanks the reviewer and invites the next visit without confirming either. Review requests go out through your own system after the appointment, and before-and-after photos and testimonials run only with written consent on file.
A Small Team, No Handoffs
The people who build your campaigns are the people who answer your questions. A small team in Austin, TX handles the SEO, the ads, the site, the profile, the social content, and the automations, so every piece is built to work with the others.
Month-to-Month, You Own It
No long-term contracts. The domain, the site, the ad account, and the data are yours from the first day, and every price is published on our pricing page and on each service page.
FAQ
Questions Aesthetic Practices Ask Us
Yes. This page is written around the three practice types we focus on, but the mechanics carry over: treatment pages, a profile with real photos, booking that works at night, and tracking that respects HIPAA. If you run a hair restoration clinic, a cosmetic dentistry practice, or a laser clinic, tell us the treatments and the market and we will say what we would build first.
Every service is priced on its own page and on our pricing page, month-to-month with no contract. Ad spend is separate. Tell us the treatments you want to grow and the market, and we will tell you what a budget has to be before it can work, and we will say so if it cannot.
Google Ads can produce booking requests within the first week, once the healthcare exception clears. SEO typically shows movement in three to six months, sooner for profile and indexing fixes, longer for surgical procedures in a large metro. We set the timeline in the audit, based on your market rather than on an average.
Yes. Most med spa, dermatology, and plastic surgery services are unrestricted. Google flags a share of keywords under its health in personalized advertising policy, and prescription drug names in ad copy trip the healthcare and medicines policy, so we request the healthcare advertising exception at build time. It is normal for a large share of the treatment keywords to be flagged at launch while the rest go live immediately, and the exception clears inside Google's stated one to two business days.
No, and we would not want to. Google classifies health as a sensitive category, so remarketing lists built from treatment or condition pages, Customer Match, and lookalike audiences are prohibited for health advertisers, and the same pattern is what the FTC pursued in the GoodRx and BetterHelp actions. A Search campaign on the treatment keyword reaches the same person with the same message, and it is compliant because the targeting lives in the query rather than in a stored profile of the patient.
Usually. The audit tells us whether the site can carry treatment pages, galleries, and tracking, or whether a rebuild is the cheaper route. Booking stays in whatever you already use; we connect the forms and the follow-up to it rather than replacing it. If the site goes, you keep the domain and we build the new one on it.
Get Started
Tell Us the Treatments
and the Market.
We will look at your site, your profile, your booking flow, and the practices ranking around you, then come back with what we would build first and what it costs. No charge for the audit, no contract after it.