If you’re a dermatologist or a dermatological clinic looking to expand your practice online, this guide is for you.

Here, you’ll discover a step-by-step framework on how to create an automated digital sales system that establishes trust (the fundamental factor in deciding which doctor to choose) with both your existing and future patients. This system does all the heavy lifting for your dermatological practice, working tirelessly 24/7/365 so that you can focus on what you do best and also spend more time with the people that you love.

The healthcare industry is constantly evolving and it’s important for your dermatological practice to stay ahead of the game. The market is more competitive than ever before and it’s crucial to have a strong online presence to attract and retain patients. The traditional methods of attracting patients may no longer be effective and it’s important to adapt and implement new strategies to stay competitive.

For example, Kodak and Nokia were once dominant players in their respective industries, but they failed to adapt to the changing market and eventually became irrelevant. By staying ahead of the curve and implementing new strategies, your practice will be better prepared for the future and able to thrive in a competitive market.

HERE IS WHAT YOU ARE DOING WRONG ONLINE!

As a dermatologist, it’s important to understand that having a website and social media accounts does not guarantee that patients will automatically find and book appointments with you. It also doesn’t guarantee that it will be enough to grow your practice. A website and social media accounts are crucial for building your online presence, but without a clear strategy for driving traffic, capturing leads, and following up with them via email, you are missing out on potential patients and revenue.

To stand out in the crowded online space, you need a proven, evergreen system that targets your niche and allows you to focus on what you do best – providing medical care for your patients.

The key to success is to have a strong online system in place that does the heavy lifting for you, so you can focus on what you love – taking care of your patients, and spend less time on marketing and administrative tasks.

You want to spend the bulk of your time taking care of your patients, not doing marketing or administrative tasks. However, you can’t afford to ignore all the operational to-dos.

Little intro about myself:

Martin Moncayo. That guy who sells email marketing automation systems to dermatological practices and clinics.

I’m here to help dermatological practices that have 5+ years who help their patients lead to a healthier life (happier confident life) with email marketing.

At the age of 26, I started my first online venture… after trying and failing in a couple of different business models I saw a clear pattern towards good results for myself and my clients. That pattern was email automation.

MYTH:

Many people think that merely creating a website and social media profiles, randomly posting content, and waiting for patients to magically show up will lead to success. On the other hand, there are people who believe that achieving online success or scaling a dermatological practice online requires having a large number of followers. Both ideas are is far from the truth.

TRUTH:

Having a website doesn’t guarantee that people will find you, and even if they do, it doesn’t mean they will take action and reach out to you.  Also, you don’t need a huge audience to see results online, especially in dermatological practice. You can get amazing results with a small, targeted audience. That’s what we aim to achieve. What you need is a good system and a clear strategy with intentional content.

Your content must be intentional. In my experience, the best combination of content is to create valuable, educational, entertaining content and occasionally include specific offers or CTA’s to encourage people to take action. 

Picture comparison between regular website VS automation system

Possible current State:

Current situation: Poor website with no conversion-focused elements, no email follow-up, content without intention, and ads directing to a random page with no clear next steps.

Solution: Conversion-focused website, automated email follow-up to build rapport, funneling potential customers to only meet with truly interested individuals, and content focused on driving people towards your main offer.

Result-oriented marketing is based on long-lasting concepts to build a long-term business, rather than relying on trends or what is currently popular.

For example, compare a regular website to the Fitpatientgain system, providing examples and analytics to show the difference. And include a landing page that offers a specific solution that can quickly solve a problem for your ideal customer.

What would be a perfect day in your dermatological practice?

A perfect day in your dermatological practice would likely involve a well-run efficient practice with little to no delays or unexpected issues and a steady stream of satisfied patients. Additionally, it will not involve dealing with repetitive management tasks that consume your time and that you don’t particularly enjoy.  

On top of that, it will give you more time to spend with family and friends, exercise, pursue hobbies, travel, etc. 

Now take 1 or 2 minutes to imagine what would be a perfect day in your practice be like.

Now picture it, feel it. 

PROMISE:

In this ebook post, I’m going to show you the entire process of how to attract and retain high-quality long-term patients to your dermatologic practice online using a lead generation machine that works for your practice 24/7/365.

This step-by-step guide is designed for any type of dermatology practice, regardless of your current online presence. You may have tried different things online for your practice in the past without success. Your practice may have a website and social media presence, but you lack a system that generates results by bringing in and retaining qualified patients.

By following the GS patient gain framework, you’ll be able to book appointments and transform people who don’t know you into happy, long-term patients. It is not a simple process and it certainly takes some time and the right strategy to set up (which you will learn in this book), however, once it’s built this process will make lead generation, appointment setting, and referrals much more efficient allowing you to enjoy more time with family and friends while growing and scaling your practice.  

PROBLEM:

What are the biggest problem dermatologist and dermatological clinics face when attracting new patients and retaining them?

With the rise of telemedicine and the proliferation of dermatology clinics, patients have more choices than ever before, making it difficult for practices to stand out and differentiate themselves from the competition. Nowadays, patients tend to look for reviews, and testimonials from other patients and really know who the doctor is before making an appointment, so if the dermatologist doesn’t have a good reputation or a strong online presence it could be difficult to attract new patients. On top of that, maintaining patient satisfaction and loyalty requires practices to invest in patient engagement, communication, and education to build trust, foster loyalty and encourage referrals. 

That’s why, on top of being a great doctor, you need to select what your specialty or main service within your dermatological practice is going be ( fillers, acne, boldness, etc.) Selecting your main service and specializing in it will help you stand out from the crowd and become the go-to dermatologist for that specific procedure in your area.

Plus, having a solid online process through email marketing and content that delivers value in advance, builds trust, and sets up appointments with your current and potential patients on automatic will make everything in your practice smoother, more efficient, easier to scale, and more importantly give you more time to spend with your family, friends, and hobbies you love doing.

You also need to attract the right patients to grow your practice. Your ideal patients should be able to find you online, get to know you, receive value from you, and finally trust you before they reach out to get an appointment with you. Building a system that delivers ongoing value to your prospects, will allow you to be at the top of your future patients minds whenever they need you or someone they know needs your dermatological services. Keep in mind that finding patients online is a long-term game, and you need to focus on recurring revenue by attracting and retaining patients through ongoing help.

And you might be wondering all that sounds great but how can I do all that before they make an appointment with me? 

That’s what I will be teaching you step by step in this blog post/ebook/guide. Once you build

The Three Key Elements of a Successful Digital Sales Process for your Dermatological Practice

The patient Generation tool for your dermatological practice consists of 3 main components: a landing page, social media channel/YouTube, and an email automation sequence.

1. Landing Page: This will be the home of your practice in the online world. Here is where people will have a quick and effective introduction of what you specialize in and how you can help them. On top of that, you will give your future patients something of value for free in exchange for their contact information, so that you can continue delivering value and follow up with them. 
2. Social Media Channels: Pick your main social media channel and create a YouTube were you will be posting little samples, tips, and specific content related to your main offer from time to time.   (Content to attract new patients)
3. Email Automation sequence: to develop a relationship, build trust with potential patients and get qualified appointments) This is the backend (what people will not see, but what will bring you the results you want) ultimately leading to qualified appointments. build trust with potential patients through targeted and personalized email campaigns. This can include sending information about the practice, its services, and upcoming events, as well as appointment reminders and follow-up messages.

In the upcoming chapters, I will dive in detail into each of these 3 components and the strategy you need to implement to build this machine so that it works for you on automatic. 

*****SOLUTION:

Solution:

My advice would be to read this ebook till the end. Use the worksheets that I provide you throughout the book (to make your work easier, simply download them). And work backwards. One of the key frameworks to modeling a framework, process or project you admire is to work backwards and reverse engineer the process applied to your business. We will cover the entire process you need to create to build a 24/7/365 digital sales machine that builds trust and qualifies your patients on automatic: Creating an online presence and optimizing it.  a landing page, email automation, sales page, emails that sell, trust factor.

Image: how to build….

**What are the Benefits and results of this process?

Luckily for you there is a process called the 7 Grand Slams Automations that will help you

Here is a picture of the formula we are going to use:

Grand Slam Automation System

SOLUTION PROCESS:

In order to help you out this powerful automation machine for your dermatological practice you will need to follow and implement 7 key steps to set it up and then put it to work 24/7/365 for you and your business.

Rewritten by chatgpt:

To establish a successful automation system for your dermatological practice, there are 8 crucial steps to follow and implement. These steps will help to create a system that works continuously on your behalf, allowing you to focus on your work-life balance and providing the opportunity to scale and grow your practice. The 8 key steps include:

1. Defining who is your ideal patient
2. Determine what is your Main specialty.? What is the main service you are going to offer? What do you want to be known for in the dermatological space?
3. Creating a conversion-focused Landing page
4. Selecting an Email Autoresponder and start building an email list
5. Developing a content strategy
6. Boost your process with paid traffic
7. Getting appointments and delivering an excellent customer service
8. Continuously analyzing and optimizing your process.

Now I will go one by one in detail to cover each of this points:  

1. DEFINING YOUR IDEAL PATIENT 

One of the most crucial steps in creating a successful patient lead generation machine for your dermatological practice is identifying WHO your ideal patient is. This means taking the time to consider who your target audience is and how your main services or best-selling procedures can help them solve a specific problem or alleviate a specific pain point.

By defining your niche and identifying your ideal customer, you can ensure that your marketing efforts are tailored to reach and attract the right audience. Instead of trying to find people to buy your product, it’s more effective to create a product that solves a specific and painful problem for a well-defined target audience. To help you with the process of identifying your ideal customer, I have created a guide that you can fill out in less than 10 minutes and have a better idea of who your ideal customer is and what problem you are solving for them. Click here to get it for free. 

2. WHAT IS YOUR SPECIALITY?

One of the key steps in building a successful online presence for your dermatological practice is to clearly define your main offer or specialty within the field. This is essential in order to differentiate yourself from other practitioners and to attract the right patients who are looking for the specific services you provide.

When determining your main offer, it’s important to think about the specific problem or pain point your ideal patient is experiencing and how your services can help solve that issue. By honing in on one particular area of expertise within the dermatology field, you will be able to attract patients who are specifically seeking out that service and position yourself as a specialist in that area.

Additionally, having a clear main offer will serve as the foundation for all of your online content and marketing efforts. All of your messaging, from your website to your social media posts, should be aligned with and lead towards this main offer. This will help guide potential patients through their customer journey and build trust and loyalty with them over time.

By focusing on one specific main offer or specialty within the dermatology field, you will be able to stand out from the competition and attract the right patients to your practice.

Email Automation System (process) for attracting, building trust and retaining patients

An email automation system is a powerful tool that can help you automate your lead generation process and give you more quality time. It is divided into two key parts: the front end and the back end.

The front end is what potential patients will see and is used to attract the right patients to your practice. This includes all the content you create online, such as social media posts, videos, blogs, ads, and your landing page. This is where you will offer your free lead magnet in exchange for their contact information, which will then be used in your email automation sequence.

The back end is what happens behind the scenes after a prospect provides their contact information. It includes your email automation sequence, thank you page, sales page, and appointment calls. The back end is critical to the success of your email automation system as it is what will transform how your practice runs and grows in the long term. By providing targeted and personalized messages to potential patients at every stage of the customer journey, you can build trust, foster loyalty, and encourage referrals, ultimately leading to more quality time and growth for your practice.

In the upcoming chapters, I will go into detail about all the sections of the front and back end of the automation process, and how to build and set up each of them for your practice using the same tools I use.  

3. CREATING A CONVERSION-FOCUSED LANDING PAGE

• LEAD MAGNET

Now that you have defined WHO your ideal customer is and what is the main offer you will be selling to help them, it’s time for you to create a simple but effective lead magnet that can give a quick win to your ideal patient.

A lead magnet is something that you can give away for free, that has the power to solve a specific problem your ideal patient has in exchange for his or her email. Remember in order to win online you always have to begin with the mentality of giving and then asking.

Some good examples of lead magnets that you can create are a cheat sheet, a 10-minute video, a guide, etc. And you might be wondering… ok Martin all that sounds cool but how do I actually deliver it? Well, there are different methods of delivery. You can simply send an email with a PDF, you can record a quick video, and upload it to your website, you can create an email sequence explaining the process in a few days. It is up to you how you deliver your lead magnet, what’s important about it is that it gives a QUICK WIN to your ideal patient. That’s the goal. 

This resource should be able to solve a specific problem that your ideal patient is facing, quickly and effectively. This will help you establish and build trust instantly with your audience and convert them into email subscribers.

• LANDING PAGE

After you have your lead magnet ready, it’s time to start building the visible home asset of your 24/7/365 lead generation machine. This is the Front-end of everything you will create and deliver for your potential patients. This is where you will be sending traffic with the goal of converting people who didn’t know you into email subscribers and later on into happy long-term patients.

To create a high-converting landing page, you should first decide on the design and layout of the page. You can use a simple and straightforward design, with a heading, subheading, short video, call-to-action (CTA) button, and lead magnet picture. The copy on the page should focus on the benefits of your lead magnet and how it can help your ideal patients.

It is important to note that you don’t have to reinvent the wheel when it comes to creating your landing page. You can model it after one of the highest-performing landing pages in your niche or use a landing page builder to make the process easier.

Additionally, you should include testimonials on your landing page if you have any. Testimonials can be a powerful tool in building trust and credibility with your audience.

This is the Framework used by the top marketers around the world ere are a few things every high converting landing page should have:

• Heading
• A subheading about your lead magnet
• Short Video
• CTA
• Your Lead Magnet Picture
• Copy with all benefits of your Lead Magnet
• Another CTA.
• Testimonials (If you have them, if not don’t worry about that now)
• Those are the key things.

Off course, you can add more things and continue optimizing and testing things out over time. That’s the beauty of funnels and this entire process, your ability to try out different things, see what works, what doesn’t, and how you can continue improving it.

Once you have, your lead magnet and landing page ready, you can start driving traffic to it and building your email list. Your email list will be the most valuable asset of your practice online, as it will allow you to nurture your leads and convert them into patients in the long run. To learn more about how to create a landing page and lead magnet, you can check out the video tutorial that I have created, where I will show you the tools and techniques that I personally use.

SIMPLICITY AND CLEAR ACTION FOR PEOPLE WHO ARRIVE TO YOUR WEBSITE

When visitors land on your website, you have a limited amount of time to convey your message and guide them to take a specific action. Your website should be simple, with a clear and concise message that states what you do and how you can help them. Avoid overwhelming visitors with too many options or information. Instead, be specific and direct in your messaging, and provide something of value to visitors, such as a guide or resource that addresses a specific problem they may have. This will help guide them down the sales funnel and increase the chances of them becoming a long-term patient. When they reach your landing page you want them to either say. “Oh yes, this is what I’m looking for, maybe this dermatologist can help me” or “This is not for me good bye.”

There are no half-measures. It is either yes or no.

Like an elevator pitch, go straight to the point, and define what you do or what is your speciality in 1-2 sentences.

You don’t want to confuse them. You don’t want home online (landing page) to have options. In fact, you want to make them as simple and straightforward as possible and have a clear action you want people to take so that they enter into your sales process. You want people who arrive to your website to go in a certain direction and for that you will have to give them something of value first, something specific your ideal patients might want and that can solve a problem for them quickly (more on that in the next chapter)

That’s a very common mistake dermatological websites make. Instead of being concrete and to the point in your homepage you ad a list of many many things which has to be on your website but simply not in your homepage or as the first thing people see. You want to be intentional with your content and have 1 clear purpose.

Example on a good straight to the point landing page: 

Make this example in Canva or Funnaletics for visual imaginery:

Here is an example of a great, simple action-oriented landing page for a dermatological practice:

HEADLINE: “Say Goodbye to Acne and Hello to Clear, Glowing Skin with Our Expert Dermatological Treatment”

SUBHEADLINE: “Our team of experienced dermatologists will work with you to create a personalized treatment plan that will help you achieve the clear, healthy skin you’ve always wanted.”

IMAGE: A photo of a person with clear, glowing skin

FORM: A simple form that asks for a name, email, and phone number, with a call-to-action button that says “Book Your Consultation Now”

BULLET POINTS:

• Personalized treatment plans tailored to your unique needs
• State-of-the-art technology and techniques
• Experienced and highly trained dermatologists
• Safe and effective solutions for all skin types

FOOTER: A list of the clinic’s address, phone number, and hours of operation, as well as links to social media profiles and reviews.

This landing page clearly communicates the benefits of the practice’s services, and the form makes it easy for interested visitors to book a consultation. The imagery and bullet points also help to build trust and credibility.

BACKEND Automating your practice

4. Select an Email Autoresponder and start building an email list

Now that you have your landing page and lead magnet ready to be delivered its time to decide how are you going to deliver it to your future prospects. And in order to deliver your lead magnet to your new leads you have 2 options. You can either do it manually or you can get an email autoresponder that delivers your lead magnet on automatic any day of the year at any time. My goal with this guide is to show and teach you how you can automate your lead generation process so that you can attract and transform people who don’t know about you or your business into happy long term patients, while you focus entirely in your practice, your family and doing the things that you love. Online people expect things to be fast and immediate, meaning that if you try to do this process manually you will lose tons of potential opportunities, plus all the time you could be spending doing the things that move your practice forward.

Having said that, its time to pick an email autoresponder. And now… you might be wondering what is an email autoresponder?

An email autoresponder is a software that allows you to create series of email which are specifically made based on. The most common autoresponder email is the confirmation email after you make a purchase or set up an appointment online. For your practice it is important to set up one of this to confirm your appointment.. however what we want to do with the email autoresponder is to create a sequence of email that first of all give our new subscribers their freebie, introduce ourselves and then start sharing valuable information and educational information that helps them in their live and finally of course making offers from time to time.

I will go straight to the point, there is no way around it, if you want to Now is time for you to pick the email autoresponder that will help you automate everything in your business. This is what is really going to help you to continue deliver value and building trust with your potential customer while you sleep. Imagine how cool is that… just picture this you are on vacations or playing your favorite sport or simply enjoying time with your kids and your content is doing the heavy lifting for you because remember, people only buy from people they KNOW, LIKE AND TRUST.

In my experience a good email sequence can vary between 5-7 emails to beging with. The beauty of this is that you can continue adding email to the sequence, meaning that if for example after 4 weeks writing 3 emails per week you will have an extra 12 emails that you could add to your sequence and so on.

I personally use Getresponse as my autoresponder. I enjoy a lot using it because its complete, very good price, easy to use, smart sequences, etc.

Other top autoresponders you can check are: Klavijo, Active campaing.

What matters is picking one because this is the tool that will help you automate your business and really take it to the next level without any extra effort once it is setup.

Your ONE THING:

Pick up an Email Autoresponder for your practice.

Rewritten by chat gpt

• Front end

Once you have your Landing Page and Lead Magnet ready it’s time to focus on building an email list. 

To deliver your lead magnet to new leads and really be able to automate things in your practice, you have to choose an email autoresponder software. This is a tool that will allow you to create a series of automated emails to build trust and deliver value to potential patients while you focus on your practice and other priorities.

A common email autoresponder can begin with 5 to 7 emails, first delivering your lead magnet and welcoming your new subscribers, then educating them about your practice and also giving them opportunities to schedule an appointment with you. The beauty of the email autoresponder is that you can add as many emails as you want to the sequence. By doing this you will be following up constantly and strengthen the relationship you have with your audience.

I recommend using a popular and user-friendly email autoresponder like Getresponse, Klavijo, or Active Campaign. These tools offer a variety of features, such as smart sequences and automation, to help you take your business to the next level without additional effort. 

Your One Thing:

Sign up for one Email Autoresponder for your practice. I recommend you Getresponse the one I personally use. But you can check other options such as Klavijo or Active Campaign. 

• BACKEND AUTOMATING YOUR BUSINESS

The backend of your automation process is the “behind the scenes” where the real results are delivered. It is the part that your patients don’t see, but it is crucial for the online success of your dermatological practice. There are three key components to the backend: the thank you page, the email automation sequence, and the sales page.

The thank you page is the first step after someone signs up. It is a page where you can guide your new leads and tell them what the next steps are in their journey. You can also use this page to invite them to join your private communities, such as your YouTube channel or Facebook group, for more direct access to you.

The email automation sequence is the heart of the backend. Its main goal is to build a solid trust relationship with your future patients while also getting more appointments or sales. To achieve this, you can use the V+V+S formula, which stands for Value+Value+Sell. This formula focuses on giving value first, and then every two or three emails going for the sale or appointment. You can start with 5-7 emails and then continue to add more emails to the sequence as you go.

The sales page is the final step of the email sequence. It is where your pre-qualified patients will have the opportunity to schedule an appointment with you through your calendar, make a call, or buy something directly. The main goal of the sales page is to convert the leads who have already built trust in you into paying patients.

Remember, the key to automating your dermatological practice is to build trust with your audience, educate them, and from time to time, offer them the opportunity to take the next step in their journey with you. Once the backend is set up, it will work for you 24/7/365, allowing you to focus on growing your practice and spending time with the people you love.

YOUR one thing:

Create a Thank You Page, Write between 5-7 emails to begin your email sequence and build a sales page where people can make appointments with you. 

5. Developing a Content Strategy + Traffic

The best Landing Page and automation system in the world is worthless without traffic. So, once your automation machine is up and running, it’s time to focus on driving traffic to your landing page.

First of all, there are two types of content you can create to send traffic to your Landing Page. You can either do free or paid traffic or both. 

Free involves all the content that you create and post on your social media channels in written or video format. Identify one or two main channels to post on and build an audience in. You have to identify where your target audience is most active or what platform works better with the type of content you want to create for your dermatological practice. Create and share valuable content on these two channels, address your ideal customer’s pain points, provide tips and skin care recommendations, and finally give them a call to action to visit your landing page for more information.

My recommendation is to start with free traffic, by creating and posting in the Social Media channel of your choice (Facebook, LinkedIn, Twitter, Instagram) + YouTube, see what works, and what doesn’t, learn, and then move to paid traffic. Create and share valuable content on the Social Media channel of your choice (Facebook, LinkedIn, Twitter, Instagram) + YouTube, address your ideal customer’s pain points, provide tips and skin care recommendations, see what works, and what doesn’t, learn and finally give them a call to action to visit your landing page for more information. It’s key to have some foundation first before running ads.

As I said in a previous chapter of this book, your content has to be intentional. You don’t want to just be posting random stuff or offers all the time. You must have a strategy, a strategy that leads to your main offer, which will differentiate you from the competition and finally position you as number one in that niche. 

One way to structure your content is using the Value+Value+Sell Model (V+V+S MODEL), which emphasizes providing value to your audience in the form of tips, strategies, success stories, and other helpful information in the first 2-3 pieces of content, before gradually introducing an element of sales in the third or fourth piece and then repeating the same process all over again. Creating a content calendar is also a great tool to know what and when to post content, plus it can help you systematize your content as well. Here I leave you a quick cheatsheet calendar I use that you can model for your practice.  

Remember, all the content you create should ultimately lead to your main offer, which is the core of your practice.  You want to give small samples or appetizers in your post, videos, and emails leading always to the next step. In your post the next step will always be your Landing Page where you can give them more value and if they sign up receive even more through your sales process on automatic.  

After creating and posting content for a while you will start getting your first appointments online. It is in this point that I recommend you combine your organic free content with paid strategies to put gasoline to your machine and really start automating the entire process.

As you build your audience and see results from organic traffic, you can supplement your efforts with paid traffic strategies such as Facebook or Google Ads to accelerate growth and automate the process even further.

Traffic (How are people going to find my practice online?

Traffic, eyeballs, People finding you

Your practice landing page without traffic and specially qualified traffic is worthless. There are thousands of websites out there and for people to find you, you need to have a content and positioning strategy that allows future patients to find you in that big ocean of options. Content marketing will be the foundation you need to build your brand online and for people to start finding and reaching out to you.

Later on, once organic strategies start bringing in some patients you can move on to the next stage which is paid traffic.

Your next to do thing:

Create a content strategy and start posting content in the social platform of your choice with the goal of sending traffic to your Landing Page. 

CONGRATS!

Congratulations on reaching the end of this guide! By now you should have a solid understanding of how to build an email automation sequence (maybe even have one if you followed all the steps) that will help you grow your dermatological practice and free up your time.

An automation sequence will help you build trust with potential patients, and allow you to schedule appointments on demand with people who are a good fit for your practice. The best part of this system is getting appointments from qualified patients, and then having meaningful conversations with them to schedule their appointments.

It’s important to remember that you are not “pitching” or “selling” to them at this point. If they have reached the appointment stage, you have already helped them in some way, and they will be open to hearing from you again. Your competition and other dermatologists are likely not doing this, so this is a great opportunity for you to stand out.

Hope you found this ebook valuable and that helps you with your dermatological practice. And don’t forget to implement and test the strategies you’ve learned. Happy automating!