The Challenge
When ICON opened in September 2020, it was a brand-new practice in one of the most competitive dermatology and aesthetics markets in the country, launching during a pandemic with almost no search visibility and not a single patient contact.
Rather than a list of channels, we built assets the practice could keep: search visibility it owned, an audience it controlled, and a commerce platform that extended each patient relationship well beyond one visit. Each piece reinforced the others, with search bringing patients in and email, social, and RepeatMD turning them into memberships and repeat visits.
The result was not a campaign or a redesign. It was a patient acquisition and retention engine the practice could rely on year after year.
The Growth Engine
The assets that compounded over time
Channels that supported and distributed the core system
Search brought patients in. Email, SMS, social, and ads kept the offer visible. Web, RepeatMD, QR codes, and in-office materials turned attention into appointments, purchases, memberships, and repeat visits.
Why It Worked
Search captured patients at the moment of high intent.
Every channel carried the same monthly offer, so nothing competed with itself.
RepeatMD removed the friction between wanting a treatment and buying it.
Email and SMS created urgency at launch, mid-month, and in the final days.
One consistent brand across every touchpoint built trust and recognition.
The Work
We rebuilt the site we inherited into a search-and-conversion engine, writing dedicated service pages for the treatments that actually drove demand and structuring each around real patient intent and a clear path to book. As new devices arrived, we added pages, so the site grew into a deep library of search-focused content. The lip flip and microinfusion pages alone earned more than 540,000 organic Google Search impressions in 2025.
We built search authority around the specific treatments patients were researching, not just broad dermatology terms, and reinforced it with on-page SEO, internal linking, provider content, and Google Business Profile optimization. That visibility compounded into top local rankings for the practice’s highest-value services.
Every launch started with an SEO optimized service page, then rolled out across email, social, in-office signage, and a RepeatMD offer simultaneously. New treatments never launched into silence — they entered the market already supported by education, visibility, and a clear path to book or buy.
A repeatable monthly framework launched one promotion across every channel at once — email, SMS, social, ads, website pop-up, Specials tab, and in-office signage — all designed to look identical so patients saw one consistent offer wherever they encountered it. A four-day Black Friday campaign alone generated tens of thousands in direct sales.
Built from zero to 983 client accounts, RepeatMD functioned as the practice’s retention and commerce engine. The Be Radiant membership generated a tracked lifetime value of $3,656 per member, and the platform processed more than $150,000 in total sales across services, memberships, and gift cards — without ever discounting the practice’s highest-margin treatments.
Built from zero to 2,373 active contacts, the email program ran 132 campaigns and delivered 173,803 emails at a 50.09% average open rate — well above the healthcare and aesthetics benchmark. Low bounce and unsubscribe rates confirmed the list stayed clean, engaged, and relevant rather than fatigued.
Tightly targeted Meta campaigns by age, income, and interest — not broad boosts — delivered 753,344 impressions and reached about 420,000 people in 2025, at $0.30 to $0.60 per link click. Paid amplified the monthly promotions and new launches rather than substituting for the organic foundation underneath it.
We built product revenue across three paths — the practice’s Shopify store, the RepeatMD app, and direct-from-brand sites like Epionce and SkinBetter — so a single skincare campaign converted wherever a patient preferred to buy, without the practice carrying inventory.
We ran social as an awareness and education channel that reinforced the rest of the system, focusing on treatment education and the monthly promotion. Engagement ran well above the aesthetic-account norm, which built local trust and sent discovery back to the website and the app.
We designed every asset ourselves so the brand read as one brand across the website, email, app, ads, gift cards, membership materials, and in-office signage. That consistency mattered most as the practice added new providers, devices, and services and could easily have looked fragmented.
Results & Impact
From pre-launch through scale, as the practice grew from zero to 3,104 patients by the end of May 2026.
Website visits climbed every year from launch through 2025. Growth stayed in double digits the whole way, rising 120% in 2021, 78% in 2022, 14% in 2023, 29% in 2024, and 23% in 2025, and through May 2026 visits were running 22% ahead of the same period the year before.
Organic search grew right alongside total traffic, from 1,390 visits in the launch period to 20,556 in 2025. It became the practice’s largest channel in its first full year and held that position every year after. Across the full engagement, organic search drove 62% of all website traffic, far ahead of any other channel.
The visibility turned into real patients taking real action. Over the engagement, the practice’s Google Business Profile drove people to call, drive over, and book, and returning patient visits grew every year, evidence the system was not only drawing patients in but keeping them.
Starting from no contacts at all, we built a patient email database of 2,373 active contacts and a RepeatMD commerce platform with 983 client accounts. Through that platform, the practice processed more than $150,000 in tracked sales, with an average order value above $1,000 on services and 836 reward, offer, and gift card redemptions. That figure is the commerce we could track through the app; it supported a multimillion-dollar practice that grew from zero to 3,104 patients by the end of May 2026.
The email program ran 132 campaigns and delivered 173,803 emails at a 50.09% average open rate, with a 0.18% bounce rate and a 0.38% unsubscribe rate, consistently outperforming healthcare and aesthetics benchmarks. The monthly framework turned promotions into measurable revenue, including a Black Friday campaign that generated tens of thousands in direct sales, while a limited 2025 Meta budget generated 753,344 impressions and reached about 420,000 people.
Sustainable growth for a practice rarely comes from one channel. SEO alone is not enough. Social alone is not enough. Email alone is not enough.
The growth at ICON came from treating marketing as infrastructure. Search visibility introduced prospective patients. The service pages we wrote educated them and moved them toward a booking. Email kept the relationship warm. Social ads reinforced awareness. RepeatMD and SMS drove purchases, memberships, and retention. In-office signage carried every campaign into the visit itself. Each piece strengthened the others.
Durable search visibility, an owned patient audience, and a commerce platform built around real patient intent compound over time in a way that one-off promotions and redesigns never do. The work builds equity the practice keeps, cuts its dependence on paid media, and gets stronger year over year.
By the Numbers
We build and run the marketing engine that grows dermatology marketing practices, whether you are opening a new practice or scaling an established one. Everything above is the proof. If you want growth that compounds year over year instead of campaigns that reset, let us build yours.
“I have known Andrea professionally since 2016 and have used her services since 2020. She has been a pleasure to work with and has significantly improved my dermatology practice’s rank on search in a short time. I come up at the top of searches in Bethesda, MD for services like Sofwave, Botox, and more. She has interesting and unique marketing ideas, has helped grow my following on social media, and helps me market my practice through email marketing and my RepeatMD app. She is very responsive and works very quickly. I highly recommend Grace & Grit Marketing!”
© 2026 Grace & Grit Marketing™ LLC. All rights reserved.
Grace & Grit Marketing™, Grace & Grit Digital Marketing™, Grace & Grit Advertising™, Grace & Grit Creative™ and Grace & Grit Printing™ are trademarks of Grace & Grit Marketing LLC.
Our Sitemap
