Stop competing on discounts. Be the clinic patients hear about when they search, check the map, or ask an AI assistant who to trust with their face.
“Which clinic near me is safest for lip filler, and who does the injecting?”
Based on practitioner qualifications, patient reviews and published treatment information, the strongest option nearby is your clinic, where injectables are carried out by a named, qualified practitioner with aftercare included.
This is the outcome we build toward. Shown as a demonstration, not a claim.
Nobody books a filler appointment the way they book a haircut. A patient reads for weeks, watches results on social, asks friends, then starts asking harder questions: who is injecting, what are they qualified in, what happens if something goes wrong. Price is usually the last thing they settle, not the first.
That research now runs through AI assistants as well as Google. Patients ask ChatGPT, Perplexity and Google’s AI Overviews which clinic in their area is safest for a treatment, and the assistant answers with names and reasons. Qualifications, review text and the detail on your treatment pages are what it draws on.
Most aesthetic marketing pulls in the opposite direction. It leads on offers, because offers are easy to measure, and it trains the market to shop on price. A clinic that has built visibility on credibility instead does not have to keep discounting to fill a diary.
If you have worked with an agency before, some of this will sound familiar.
An offer fills next week and empties the month after, because the patient it attracts is loyal to the price rather than the practitioner. Do it long enough and your own returning patients wait for the next promotion.
Aesthetics is one of the most tightly regulated categories in advertising. Agencies that do not know the rules around prescription treatments and before and after imagery burn weeks getting accounts disapproved, then blame the platform.
A growing social account is pleasant and proves nothing. You are shown reach and engagement while nobody can tell you how many consultations were booked, or what they were worth.
Ask your current agency what ChatGPT says when a patient asks who is safest for injectables in your area. Most cannot answer, because they have never checked.
Three stages. Each maps to a decision the patient makes long before they sit in your chair.
Visibility where the research starts. Treatment and concern pages that answer the safety questions patients actually type, a fully built local profile and map presence, and the structured information an AI assistant needs to know what you treat, who performs it and where you are.
Consultations rather than price inquiries. Practitioner profiles that make qualifications unmissable, treatment pages that set honest expectations, a consultation booking path with no friction, and compliant campaigns aimed at people ready to be treated rather than people hunting a deal.
The record a nervous patient reads before they commit. A review process that produces specific feedback naming the treatment and the practitioner, consistent credentials wherever your clinic appears, and aftercare and complication policies stated openly rather than buried. It is also where recall for returning patients belongs, since the patient you keep costs nothing to win again.
The audit tells you which of the three stages is costing you consultations right now.
Every clinic benefits from being found first. The economics are strongest where the patient returns, or where a single course of treatment carries real value.
The treatments patients are most anxious about and most loyal after. Advertising rules are strictest here, so visibility earned through content and reputation is worth more than any campaign you can run.
Patients search the concern, not the device. Acne scarring, melasma, rosacea and sun damage bring people who will book a course rather than a single appointment, if your content answers the concern before it sells the machine.
Aesthetics is a returning treatment, so a patient who stays is worth several years of appointments rather than one. Recall for treatments that wear off, treatment plans instead of single bookings, and a reason to come back to you rather than to whoever is running an offer that month. This is usually the cheapest growth available to a clinic and the most commonly ignored.
Body contouring, thread lifts and anything a patient weighs against surgery is researched for months. Being on the shortlist the whole way through, including in AI answers, is what decides these cases.
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.
Aesthetics gets the worst of it. A field where the patient is asking a genuine clinical question, marketed as though it were retail. That mismatch is why so many good clinics end up discounting against people with none of their training.
When we write your treatment pages, plan your campaigns, or decide what your reviews should say more of, those decisions are made by someone who understands consent, complications and what a clinic’s reputation is actually worth.
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 full-price course of skin treatment, or a couple of full-face injectable appointments, covers the month outright.
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 if you already have someone running social and want them pointed at consultations instead of followers.
The playbooks, treatment 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, review what you are currently advertising against the rules that apply to it, agree which treatments the quarter is aimed at, and set up tracking so every inquiry can be traced to a source.
Treatment and concern pages written and reviewed by a clinician, practitioner credentials made prominent and consistent everywhere you appear, local profile and structured data completed, the review process put in front of patients, and compliant campaigns live if paid is part of the plan.
We follow real inquiries through your forms, DMs, phone and follow-up to find where interested patients drop out, then fix those steps. In aesthetics the leak is usually between inquiry and consultation, and closing it costs nothing extra in ad spend.
Inquiries, booked consultations and treatment value against the week one baseline, 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 treatments.
We do not publish fabricated statistics or invented case studies, here or anywhere. We do not run fake review schemes. We do not build campaigns that break the advertising rules and hope nobody checks.
We also will not run a marketing strategy built on discounting, because it costs more to undo than it earns. 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.
Yes, within limits. Three things drive them: prescription-only treatments, which in many markets cannot be promoted to the public by name at all; before and after imagery, which is restricted or banned depending on where you are; and the platforms, which apply their own health and cosmetic policies on top of the law and will disapprove an account without explaining why. In week one we confirm which rules apply in your market and check what you are currently running against them. It is also why the plan leans on treatment content, local visibility and reputation rather than on ads alone, since that visibility is not subject to an ad reviewer.
Social is where patients get interested. It is rarely where they decide. Before booking they search your name, read reviews, check who is injecting, and increasingly ask an AI assistant whether you are the safe choice. If nothing credible exists outside your feed, that final check is where you lose them.
Yes, and in aesthetics the questions are pointed: who is qualified to inject, which clinic is safest, what happens if it goes wrong. ChatGPT, Perplexity and Google’s AI Overviews answer with specific clinic names and reasons. Our AI Audit shows you whether yours is one of them.
That is most of the job. It takes longer than an offer, because it means building the credibility that lets a patient choose you at full price: qualifications visible, expectations set honestly, reviews that say what you are good at. Expect a transition rather than a switch, and expect the first pilot to overlap with whatever you are running now.
No. On-site photography and video are not included in the pilot fee. What we do is tell you exactly what to capture and how to consent it, edit and use what you already have, and write the words around it. Most clinics are sitting on more usable material than they think. If you want a production crew we will help you brief one, quoted separately.
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 what you treat and where you are starting from, which is what the audit establishes.
Yes. IZ Digital is built for owner-led private clinics, including solo practitioners. A single site with a clear treatment focus and a named practitioner is often the fastest to make visible in both Google and AI answers.
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.