Case Study: ICON DERMATOLOGY & AESTHETICS
Launching a Practice During a Global Pandemic: Overcoming Non-Competes & The “Zero Data” Trap
Prepared by
Andrea Rodgers | Medical Practice Growth Specialist
THE CHALLENGE
The Objective: Overcoming the “Perfect Storm” of a Pandemic Launch
In August 2020
Dr. Brenda Pellicane transitioned from an Associate role in downtown Washington DC to opening her own cosmetic dermatology practice in North Bethesda, MD.
The Problem
The launch faced three critical threats. First, the “Zero Data” Restriction: As a non-owner, she could not legally take her patient charts or solicit past clients. She started with zero contacts. Second, the Geographic Barrier: Moving from D.C. to Maryland created a risk that her established patient base would not follow her due to distance. Third, the COVID Crisis: Launching during lockdown meant restricted patient capacity, limiting potential revenue from day one.
The Goal
My goal was to legally help old patients “find” the doctor while simultaneously capturing a brand-new local market—immediately.
The Strategy
The Solution: A Multi-Channel Launch & Retention Strategy
To drive this growth, I moved beyond isolated tactics and executed a synchronized strategy across Brand, Digital, and Retention channels to bypass the lack of an initial patient list.
High-Intent Content Writing & SEO
I executed a robust content writing strategy designed for both SEO and conversions. By creating authoritative, optimized content pages, I propelled the practice to the top of the first page for major competitive searches like Sofwave, Botox, and other high-value services.
Targeted Social Media & PPC
To build a local patient base from scratch, I utilized Social Media and Pay-Per-Click (PPC) advertising. I launched hyper-targeted campaigns to reach the specific demographic in North Bethesda that matched her ideal aesthetic patient profile, driving immediate inquiries.
The E-Commerce Pivot (Ship-to-Home)
I integrated a full e-commerce solution to sell and ship medical-grade skincare products directly to patients. This generated immediate revenue without requiring “chair time,” allowing the practice to monetize the patient base safely during lockdown restrictions.
Mobile Promotions & SMS (RepeatMD)
I implemented the RepeatMD app to manage practice promotions and loyalty. By pairing the app with targeted SMS and email marketing, I successfully grew and reactivated a patient database that has now surpassed 3,000+ active patients, keeping the practice top-of-mind with high-frequency communication.
Aggressive List Building
Since we started with no data, I implemented high-converting website email signup forms. This captured the contact info of every visitor looking for the doctor, instantly building a new, legally compliant marketing database from scratch.
THE IMPACT
The Results: Validated Practice Growth and Market Dominance
Steady, Year-Over-Year Revenue Growth:
By leveraging high-intent SEO and automated retention tools, I helped the practice achieve consistent, steady revenue growth every year since launch, successfully bypassing the typical 2-year “ramp-up” period.
180% Increase in Web Traffic:
I successfully scaled monthly website visitors from 815 in September 2020 to 2,283 in September 2025—a massive tripling of the digital footprint.
3,000+ Active Patient Database:
From a starting point of zero contacts, I built a robust marketing list of over 3,000 patients engaged via SMS and email.
5 Years of Search Dominance:
I have maintained the practice’s #1 ranking in Bethesda for high-ticket services like Sofwave and Botox consistently for five years.
Immediate Brand Authority:
I transformed a brand-new name into a recognized local leader with a high-conversion website that serves as a 24/7 lead generation engine.
My Approach
Your Outsourced Marketing Partner for Practice Growth
Brand Identity & Strategy
The Foundation. I build your visual voice from the ground up—creating distinctive logos, color palettes, and comprehensive branding that positions your practice as a modern leader in aesthetics.
High-Conversion Web Design
Turning visitors into patients. I build beautiful, functional sites on WordPress or Squarespace. My focus is on mobile speed, ADA compliance, and friction-free booking funnels.
Search Engine Optimization (SEO)
Dominating local search. I use deep keyword research and technical best practices to place you at the top of Google for the procedures patients are researching.
Reputation Management
Building trust. I implement automated systems to monitor feedback, protect your brand credibility, and drive a steady stream of 5-star Google reviews.
Google & Meta Advertising
Capturing immediate intent. I manage Google and Meta Ads to target patients actively looking for solutions right now, focusing purely on conversion.
Social Media Marketing
Building authority. I manage your presence on Facebook and Instagram with educational, HIPAA-compliant content—including Reels and Carousels—that fosters trust.
Email Marketing & Retention
Maximizing Lifetime Value. I use strategic nurture sequences and SMS to reactivate existing patients—keeping your practice top-of-mind for their next treatment.
In-Office Strategy & Consulting
Closing the loop. I act as your partner, bridging the gap between digital ads and your front desk. This includes cohesive signage, event marketing support, and staff training.
This Is What Strategic Marketing Looks Like
Ready to transform your practice’s digital presence into a conversion engine?
