How dermatology patients arrive
The route is almost always the same: someone searches a symptom, reads three articles, frightens themselves, and books with whichever clinic sounded competent. A clinic with no content about conditions does not exist at that moment. A second factor is embarrassment — some problems will not be described to a receptionist by phone, which makes a photo consultation the only realistic first step. The third is that treatment runs in courses and half of patients disappear after one visit.
What we build for a dermatology clinic
First, condition and symptom pages written by clinicians, with a route into booking with the right specialist, since this is the main acquisition channel in the speciality. Second, photo consultations over a secure channel with payment and a written conclusion, which opens the segment that will never phone. Third, course management in a patient account with schedule and reminders, because an abandoned course is the largest revenue loss here. Fourth, medical and aesthetic dermatology separated in navigation, as they are two different buyers with different questions.