A visual category that has to prove itself without the before-and-after.
- PHOTOIntake photo completion
The step where dermatology funnels most often lose the patient.
- CACCost per first shipment
Counted after dermatologist review, when a patient actually exists.
- M3Month-three retention
Survives the irritation period, or does not.
- LTVLifetime value
Long routines make this category profitable when onboarding is right.
What makes Dermatology different.
The growth plan starts from how the category behaves. These are the forces that shape demand, cost and retention before any media is bought.
- 01
Skin sells visually, policy limits visuals
Before-and-after images and implied outcomes are restricted on major platforms. The creative system has to find visual angles that clear review and still convert.
- 02
Consumer skincare is the competitor
Patients compare prescription programs to over-the-counter products they already use. The case for prescription strength, personalisation and clinician oversight has to be made explicitly.
- 03
Personalisation is the offer
Custom formulations, tretinoin protocols and adjustment over time are what patients pay for. That story needs to run through creative, landing page and retention alike.
- 04
Adherence is delicate
Irritation in the first weeks is the main reason patients quit. Onboarding that explains what to expect protects retention more than any discount.
The patient journey in Dermatology.
Seven stages from first impression to retained patient. The stages never change. Where the leaks are, and what fixes them, does.
- 01
Attention
Ingredient, routine and clinician-led creative in formats native to skincare audiences.
- 02
Click
TikTok and Meta for demand, search on conditions and ingredients, YouTube for explainers.
- 03
Landing page
Prescription strength versus over-the-counter, personalisation, clinician oversight and price.
- 04
Intake
Photo upload and skin history, optimized for mobile lighting and low friction.
- 05
Clinical visit
Async dermatologist review with a formulation decision communicated clearly.
- 06
Prescription
Formulation explained, routine set, first-shipment expectations confirmed.
- 07
Retention
Irritation guidance in weeks one to four, check-ins, and formulation adjustments over time.
What we run for Dermatology.
The same four capabilities as every engagement, pointed at the parts of this category's funnel where the economics are decided.
- 01
Growth Strategy
- Positioning against consumer skincare
- Offer and formulation tier architecture
- Payback modelling on adjustment cycles
- 02
Performance Media
- TikTok and Meta for visual demand
- Search on conditions and ingredients
- YouTube for longer explainers
- 03
Creative Lab
- Routine and ingredient creative that clears review
- Dermatologist-led explainers
- UGC on the first weeks, framed around routine
- 04
Conversion Lab
- Photo intake flow and completion rate
- Prescription-versus-OTC comparison pages
- Onboarding and irritation-period messaging
Rules we build inside.
Every category carries constraints on what can be said, shown and prescribed. They are known before the first concept is written, so tests are designed to clear them.
- Constraint
Results imagery
Before-and-after and implied-outcome imagery is restricted across platforms. Visual creative shows product, routine and skin science rather than results.
- Constraint
Prescription claims
Tretinoin and other prescription actives carry claim and side-effect requirements. Creative is reviewed clinically and written to the evidence.
- Constraint
Personal-attribute targeting
Platforms prohibit ads that imply knowledge of a viewer's skin condition. Copy addresses the condition without addressing the viewer.
Questions Dermatology operators ask.
Something specific to your program? scale@scalewithsand.com
How do you sell skincare visually without before-and-after images?
With the routine, the ingredients, the clinician and the texture of the product itself. These angles clear review and, tested properly, convert well.
Why do dermatology patients churn early?
Irritation during the first weeks of tretinoin or similar actives. Onboarding that sets expectations and offers adjustments is the main retention lever.
Do you handle hair loss and dermatology together?
Often. They share dermatologist review, photo intake and much of the creative system, so a combined program is efficient.
Categories that share the playbook.
Programs often span more than one of these. Cross-sell between them is usually the cheapest growth available.
Build a stronger, more profitable patient acquisition engine.
Tell us about your program and current numbers. We will come back with a point of view on where the growth is.
