Dermatology Practice Inbound Marketing Case Study

Jan 20, 2020

Working within a niche industry as a dermatologist is challenging due to the common perception that skincare is a luxury. Since 2017, InnerAction Media (IAM) has worked with the Dermatology Center for Skin Health, PLLC, a dermatologic company located in Morgantown, West Virginia. Our team obtained the opportunity to provide new branding and help this dermatology practice increase new patient counts. 

Throughout the years, our team works to change the Dermatology Center for Skin Health, PLLC continuously marketing strategy, to always stay top-of-mind with their customers and potential customers. Continue below to read more about IAM’s Inbound Marketing process. 


The Dermatology Center for Skin Health, PLLC, had been successfully providing quality skincare services to its patients. In 2017, the company began looking for avenues to increase their new patient numbers, and ultimately, their revenue. 


During our first intake meeting, IAM developed a Marketing Blueprint. We discussed their current website, which resided on Offcite, a professional medical platform. This particular website domain performed poorly for lead generation. Our team at IAM recommended the following:

  • Updating branding: Our team developed the original branding from a new logo, which introduced new accent colors, to redesigning the website on a different platform and updated brochures, print advertisements, social media graphics and monthly promotional materials. 
  • Redesigning the website: In 2017, our team designed a new website, which resides on HubSpot. Once the site launched, the Dermatology Center had six new downloadable guidebooks, automation and videos. Since then, we have also moved to develop large-scale pillar pages.
  • Developing quality videos: At IAM, we believe in the power of storytelling through videos. Our team initially developed two doctor bio. videos and one testimonial video – both highlight the patient experience. Our team also developed additional patient testimonials and participated in multiple Facebook LIVE demonstrations. 



As we updated the branding, developed videos and launched the new website, our team knew we’d need to leverage the leads that came through the guidebook downloads. Our recommendation was to create an email drip campaign, utilizing the blog and video content already produced. 

To continue producing valuable results, our team also recommended utilizing social media advertising through Facebook and Instagram. 


Since 2017, the Dermatology Center of Skin Health, PLLC, has seen an influx of new patients. Their optimized content heavily focuses on the services provided and patients who they previously helped. Through this approach, users can easily find educational information on the topic they specifically want. Through the recommended inbound marketing strategy, the Dermatology Center for Skin Health, PLLC, gained:

  • 831 Inbound Leads
  • 205 New Patients 

If you’d like to learn more about our marketing process, give us a call at 304-241-4959. Not sure a Marketing Blueprint is a right direction for your healthcare marketing strategy, read our latest blog on why we believe it could be!


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