Skin patients research the condition first and the clinic second. We make yours the credible answer, whether they search it, photograph it, or ask an AI assistant what it is.
“This mole has changed shape. Who can check it near me this week?”
A changing mole should be assessed promptly. Nearby, your clinic offers dermatologist-led mole and lesion assessment with dermoscopy, publishes its fee, and lists appointments this week.
This is the outcome we build toward. Shown as a demonstration, not a claim.
Skin is the one specialty where the symptom is visible, photographable and searchable. By the time a patient contacts a clinic they have compared their skin against images online, read a forum, tried two products from a pharmacy, and arrived at a name for it. Often the wrong name.
That research now includes photographing the problem and asking an assistant what it is. ChatGPT, Perplexity and Google’s AI Overviews answer, then say who to see. Which clinic gets named depends on whether your content addresses that condition credibly, whether your dermatologist reads as an authority, and whether your reviews mention the problem being solved.
Meanwhile the competition for that patient is not only other clinics. It is skincare brands with content budgets, influencers with routines to sell, and aesthetic clinics claiming skin expertise. A dermatology clinic that publishes nothing credible for a condition cedes it to all three.
If you have worked with an agency before, some of this will sound familiar.
Skin is the most heavily scrutinised health content there is, by search engines and by patients. Pages assembled without a clinician read as thin to Google and as unsafe to the person reading them at midnight.
A changing mole and a request for a facial arrive through the same form and wait the same two days. The anxious patient books elsewhere, and it was the inquiry that mattered most.
The cosmetic side gets the campaigns because it converts fast, so the clinic ends up looking like a beauty salon with a doctor attached. The medical work is what makes the cosmetic work credible, and it is usually the part nobody can find.
Ask your current agency what ChatGPT says when a patient describes their rash and asks who to see in your city. Most cannot answer, because they have never checked.
Three stages, built around the condition rather than the treatment list.
A page for the condition as the patient describes it, not as it appears in a textbook. Acne, eczema, psoriasis, rosacea, melasma, hair loss, moles and lesions, each answering what it might be, what it is not, and when to be seen. Dermatologist profiles built as recognizable authorities, plus the local and structured signals an assistant needs to name you.
Urgency handled as urgency: a visible route for lesion and mole concerns that does not sit behind a general contact form, published fees for assessment, and honest timelines for conditions that take months to improve. Campaigns only where intent is real, tracked to the appointment.
The medical record patients and assistants both read. Reviews that name the condition treated and the dermatologist who treated it, registrations and specialist credentials consistent everywhere, and follow-up that keeps a long-condition patient with your clinic instead of drifting back to a pharmacy shelf.
The audit tells you which conditions you are invisible for, and which of the three stages is costing you patients.
Each one needs a different page, a different route in, and a different definition of a good outcome. Most clinic sites are built for the third and lose the first two.
A mole that has changed, a lesion that will not heal, a rash nobody has explained. Highest anxiety, shortest patience, and the inquiry most often lost to a slow reply. These patients need a visible assessment route, a published fee and a realistic date, not a callback promise.
Acne, eczema, psoriasis, rosacea and hair loss, usually after years of products and general advice. They convert on being understood rather than on price, and they stay for years if the care pathway is clear. This is the most valuable patient most skin clinics under-serve.
Pigmentation, scarring, ageing and texture. The fastest to book and the easiest to lose to a cheaper provider, unless the medical credibility of the clinic is doing the selling. Which is the argument for marketing the medical side even when the cosmetic side pays the bills.
Dr. Ismail Zakaria
Founder and CEO, IZ Digital. Healthcare practitioner and healthcare entrepreneur.
I am a practicing clinician. I run my own chambers and pharmacies, I see patients, and I have sat on your side of the desk listening to marketing pitches full of numbers nobody could explain.
I also sell skincare across a pharmacy counter, so I know what patients have already tried and what they have been told before they reach a dermatologist. Most of it came from someone with no training and something to sell.
When we write your condition pages, decide how an urgent lesion inquiry reaches you, or plan what your reviews should say more of, those decisions are made by someone who understands what is at stake in getting skin wrong.
The work is the same. What changes is who does it, and how much of your time it takes.
We run your marketing end to end, starting with a 90-day pilot at a fixed monthly fee so both sides can judge results on real numbers before a longer retainer. Advertising spend is billed directly to you, with no hidden margin on your media budget.
Worth setting against your own numbers before you compare it to other quotes. For most clinics one long-condition patient who stays on a care pathway covers the pilot several times over.
For clinics that want capability in-house: a bespoke strategy for your clinic, coaching for you or your team, and training built around your systems rather than a canned course. Useful where a dermatologist already writes and wants the rest of the machine built around it.
The playbooks, condition page templates and training stay in the building when the engagement ends, which is the point of this track.
So you know what lands on your desk, and when. This is the Done For You pilot. The Done With You version follows the same sequence with your team doing the building.
We record where you stand in Google, the map and AI answers condition by condition rather than as one score, split your current appointments into urgent, long condition and cosmetic, agree which conditions the quarter is aimed at, and set up tracking through to the booked appointment.
Condition pages written and reviewed by a clinician, starting with the conditions you most want to treat, dermatologist credentials made prominent and consistent, a separate visible route for lesion and mole concerns, assessment fees published, local profile and structured data completed, and campaigns live if paid is part of the plan.
We follow real inquiries through your forms, phone and reception to find where patients drop out. In dermatology it is usually two: the urgent inquiry answered too slowly, and the long-condition patient who never books the second appointment. Fixing those costs nothing extra in ad spend.
Inquiries and booked appointments by patient type against the week one baseline, which conditions you have become visible for, plus a re-run of the AI visibility check. If the numbers do not justify carrying on, we say so and you walk away owning everything we built.
A fair question for a clinician-led agency, so here is the answer. Dr. Ismail Zakaria sets the strategy, records your audit, writes or reviews anything clinical, and is the person you speak to at every review. Production work, campaign management and reporting are run by a small specialist team to his brief.
That is also why intake is deliberately limited. We take on a small number of clinics at a time, and we do not take two competing clinics in the same area for the same conditions.
We do not publish fabricated statistics or invented case studies, here or anywhere. We do not run fake review schemes. We do not write clinical content that oversells a skin outcome to win a click.
We also will not market a skin cancer service on fear, or imply a diagnosis can be made from a photograph. When we show you results, they will be yours, measured, and real. It is why there are no client logos or testimonials on this page yet, and why the AI answer above is labeled a demonstration.
The opposite. Health content is held to a higher standard, which is an advantage for a clinic with real clinicians and a disadvantage for everyone else. What gets penalised is thin, unattributed writing. Pages authored or reviewed by a named dermatologist, with credentials that check out, are precisely what the standard rewards.
Only with explicit consent for that use, and the rules on before and after imagery vary by market and by platform. We will tell you what to capture and how to consent it, and we will build the plan so it works without patient photographs if you would rather not use them. Plenty of clinics become visible on written authority alone.
On volume, no. On authority, yes, and authority is what decides the patient with a real problem. An influencer cannot be a dermatologist, and an AI assistant asked who to see for a changing lesion will not name one. The work is making sure it names you instead of a clinic two cities away.
We draft it and a clinician reviews it before it reaches you, so what you receive is already safe rather than a first attempt needing correction. You still sign off anything published under a dermatologist’s name, which usually takes minutes rather than an evening.
Done For You starts as a 90-day pilot at $997 per month, moving to a retainer from $2,500 per month once the results justify it. Ad spend is billed directly to you by the platforms, never marked up. Done With You starts from $7,500 for the first 90 days and is scoped to your clinic. Anything beyond that depends on how many conditions you want to be visible for, which is what the audit establishes.
Yes. IZ Digital is built for owner-led private practice, not hospital groups. A single dermatologist with a clear set of conditions is often the fastest case to make visible, because there is one authority to build rather than a directory of them.
A free recorded audit of how patients currently find you, where they are being sent instead, and what it would take to change that. Run personally by Dr. Ismail Zakaria, with a prioritized fix list.
Three a week, because each one is recorded by hand.