“Our medical and cosmetic patients were coming to us for completely different reasons, but our marketing treated them the same. Captiva helped us build a clearer experience for both.”
Challenge
The website mixed medical and cosmetic services into one navigation and one conversion path. Patients had difficulty finding the right information, advertising sent traffic to broad pages, and the practice could not clearly compare demand or acquisition costs across service lines.
Solution
Captiva created separate medical and cosmetic patient journeys while maintaining one cohesive brand. The work included service architecture, local and organic search optimization, dedicated landing pages, paid search management, review growth, and source-to-booking reporting.
Captiva helped the practice market two distinct care models with one coordinated growth strategy.
Medical dermatology patients were looking for access, insurance information, and trusted clinical care. Cosmetic patients wanted education, outcomes, and a low-friction consultation. Treating both groups the same was limiting conversion and obscuring performance.
One practice serving two very different kinds of demand
The dermatology practice had a strong clinical reputation and a growing cosmetic offering. Its challenge was not a lack of services. It was that the website and campaigns presented every service through the same patient journey.
Medical patients wanted to understand conditions treated, insurance participation, appointment access, and provider expertise. Cosmetic patients were comparing treatment approaches, expected outcomes, recovery, and consultation options. Both groups entered the same navigation, saw broad service descriptions, and encountered the same contact experience.
Separating the journey without splitting the brand
Captiva reorganized the website into clear medical and cosmetic pathways. Medical pages focused on conditions, screenings, access, and what to expect. Cosmetic pages provided more education around candidacy, treatment goals, downtime, and consultation next steps.
Each location received improved local profiles and unique service content. Captiva strengthened organic visibility for priority conditions and treatments, then created dedicated landing pages for paid search so visitors arrived on content that matched their intent.
Using different economics for different service lines
Medical and cosmetic campaigns were measured separately. Medical growth was evaluated through qualified appointment requests and access by location. Cosmetic growth was measured through consultation requests, conversion rate, and acquisition cost by treatment category.
This distinction allowed Captiva to shift investment based on actual opportunity. Broad campaigns were reduced, high-intent terms received more support, and underperforming pages were improved before additional budget was added. Review growth and educational content strengthened trust across both sides of the practice.
Clearer performance and stronger conversion
New-patient requests increased 39% across the practice. Cosmetic landing pages converted at 2.3 times their prior rate, and paid acquisition costs decreased 34%. Visibility for priority medical and cosmetic services rose 57% as the site became more relevant to specific patient needs.
The practice now manages medical and cosmetic growth as related but distinct strategies. Patients reach information that fits their goals, and leadership can see where demand, conversion, and capacity support the next investment.
“We now know which services are creating demand, which pages are converting, and where to invest next. The marketing finally reflects how the practice actually operates.”
