For dermatologists

FACD is the credential. The cosmetic-clinic noise is the competition.

In-House is your AI marketing team. It actually surfaces your FACD credential everywhere a patient and a referring GP can see it, builds the medical-dermatology page library (psoriasis, eczema, acne, rosacea, alopecia, vitiligo, hidradenitis), runs the skin-cancer-surveillance and Mohs-surgery pipeline, and wires the biologics-clinic referral path for PBS-listed Stelara, Cosentyx, Dupixent and Skyrizi. AHPRA-compliant and TGA-aware by construction.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency

$3,000 to $6,000 / mo

Slow. Expensive. Removed from your business.

A cosmetic-focused content strategy that uses patient before-and-afters (problematic under the post-2023 AHPRA cosmetic surgery reform when the procedures cross into surgical territory), generic 'glow up' Instagram tiles, and an account manager who doesn't know what 'FACD' stands for. Meanwhile the cosmetic-clinic chain in the same suburb outranks you on every 'skin clinic' search anyway.

DIY tools

$150 to $400 / mo + your evenings

Cheap, but it just hands you a dashboard.

Squarespace, Instagram, a consult-booking widget, your hospital affiliations on the about-page. Cheap, but the medical-dermatology page library that drives the GP-referral pipeline never gets built, and the Mohs-specialty page sits as a single paragraph buried in the procedures menu.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team builds two clearly separated page libraries (medical dermatology with FACD-credentialed clinical depth, cosmetic dermatology with the right rule set), wires the GP-referral pipeline for medical work, surfaces the Mohs sub-specialty everywhere, runs the biologics-clinic acquisition, and keeps the messaging clean against the cosmetic-clinic noise. AHPRA-compliant by construction.

Specialist dermatology is being drowned out by cosmetic-clinic content. The credential is the moat.

The reality

An AHPRA-registered specialist dermatologist is being drowned out in search and social by cosmetic injectable nurses, skin clinics, beauty therapists and aesthetic-medicine GPs, all of whom market under the broad 'skin' and 'dermatology-adjacent' banner without the FACD credential, without specialist training, and often without much regulatory restraint. The result: a patient with chronic plaque psoriasis Googles 'best skin clinic [suburb]' and ends up at a cosmetic injector. A GP with a complex eczema patient who'd benefit from a biologic doesn't know which local dermatologist actually runs a biologics clinic. A patient with a suspicious facial lesion who needs Mohs surgery ends up at a non-specialist for an excision that didn't need to be. The marketing job for a real specialist dermatologist is to make the FACD credential, the medical-dermatology depth, the skin-cancer-surveillance pathway, and the Mohs sub-specialty unmissable against the noise.

What good looks like

Good specialist dermatology marketing has three layers, in this order: a medical-dermatology page library that demonstrates depth across the chronic conditions (psoriasis, eczema, acne, rosacea, alopecia, vitiligo, hidradenitis suppurativa, paediatric dermatology) with FACD-credentialed authority and PBS-biologics prescribing visibility for the conditions where they're indicated; a skin-cancer-surveillance and Mohs-surgery sub-specialty section that's prominent enough to compete for the referrals that should never go to a non-specialist; and a cosmetic-dermatology section (where the practice offers it) positioned separately under the right (less restrictive) rule set with realistic outcomes-language. Each layer is anchored by the FACD credential and the ACD sub-faculty memberships, and the AHPRA Medical Board advertising rules are baked into every piece of copy.

Cosmetic-clinic chains drown out the credential

Injector nurses, beauty therapists, aesthetic-GP-led skin clinics all market under the 'skin' banner. The FACD credential and the 12-year specialty training pathway aren't visible in a Google search. The marketing has to fix that.

GPs don't know who to refer to

A GP with a complex psoriasis, eczema, alopecia or vitiligo patient defaults to whichever dermatologist they remember from training. The referrer-facing infrastructure that fixes this (biologics-clinic page, sub-specialty visibility, one-page referrer PDFs) almost never gets built.

Mohs surgery sits as one paragraph

Mohs micrographic surgery is the gold standard for facial skin cancer and a true sub-specialty. Most dermatology websites bury it as a paragraph under 'procedures'. The Mohs-trained dermatologist who builds it out as a credentialed sub-specialty page captures the referral.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a dermatology practice sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourpractice.com.au/medical-dermatology/psoriasis-and-biologics-clinic

yourpractice.com.au/medical-dermatology/psoriasis-and-biologics-clinic

New medical-dermatology page: 'Psoriasis and biologics clinic with an FACD-credentialed dermatologist' headline, your FACD and ACD-membership credentials, evidence-based explanation of moderate-to-severe plaque psoriasis treatment ladder, the PBS biologics pathway (Stelara, Cosentyx, Skyrizi) including the failed-conventional-therapy criteria, indicative Medicare-rebated initial consult fee (Item 104 $89.40), gap fee transparency ($150-$350), GP-referral requirement surfaced, and MedicalCondition schema. Indexed in 48 hours, ranking page 1 for 'psoriasis dermatologist [suburb]' inside three weeks.

One per chronic condition, GP-referral surfaced

Advertising Agent

Live · Google Ads · medical-specialty acquisition

Ad · yourbusiness.com.au

Mohs Surgery · FACD Dermatologist · [Suburb]

Mohs micrographic surgery for facial skin cancer by an ACD Skin Cancer Sub-Faculty member. Gold-standard tissue-sparing technique for high-risk BCC and SCC on the face. GP referral required. Medicare-rebated initial consult. Book a referral consultation.

Sub-specialty visibility, GP-referral-pathway-led

SEO Agent

Auto-applied · approval rules

FACD credential and sub-specialty audit

 FACD credential surfaced on every dermatologist's bio page (was missing on 3 pages). ACD membership and ACD Skin Cancer Sub-Faculty membership badges added. Mohs surgery moved from a single paragraph under 'procedures' to a dedicated sub-specialty page with the ACD Sub-Faculty membership surfaced and the GP-referral pathway detailed. PBS-biologic prescribing surfaced on the psoriasis, eczema and hidradenitis pages. Cosmetic dermatology section audited against the post-July-2023 AHPRA rules where any procedure crosses into surgical territory. Internal-linked medical-dermatology pages to the FACD-credentialed bio pages. 

Two rule sets, two libraries, credential everywhere

Your direct line

Email Sam between consults. The credential does the heavy lifting.

Sam is your AI Account Lead. Email Sam a new sub-specialty area to push, a referring GP practice to target, a chronic condition to build out, a question about TGA or AHPRA compliance. Sam briefs the agents, drafts land in your inbox by morning, two taps to approve between consults.

A sub-specialty area to push (Mohs, biologics, paediatric) A referring GP practice to target A chronic condition page to build out A question about TGA or AHPRA compliance A quiet referral week to fill

Mail

From you@yourpractice.com.au · To sam.walker@use-ih.com

Just started prescribing Skyrizi for plaque psoriasis. Worth building out the biologics clinic positioning?

Hey Sam, we've expanded our biologics prescribing to include Skyrizi (risankizumab) alongside Stelara, Cosentyx and Dupixent. The local GPs probably don't know which dermatologists in the catchment actively run a biologics clinic. Want to make sure we're the obvious referral for moderate-to-severe psoriasis. Thoughts?

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

Beautiful. Web Agent will refresh the psoriasis-and-biologics-clinic page with the expanded prescribing capability (referring to the medications by class, IL-23 inhibitor for Skyrizi, on the patient-facing copy under TGA rules; with brand names on the GP-referrer PDF where permissible). SEO Agent will internal-link the updated page from the psoriasis condition page and the about-the-biologics-clinic page. Content Agent will draft a LinkedIn-led GP-education post on accessing PBS biologics for moderate-to-severe plaque psoriasis (the failed-conventional-therapy documentation pathway, the specialist-prescribing requirement, the practical clinic process). Advertising Agent will run a 12-week LinkedIn ad set targeted at GP-practice IP ranges in your catchment. A refreshed GP-referrer PDF for the biologics clinic goes out to the top 30 referring practices by Friday. Drafts in your inbox by 9am.

Preview the page and campaign drafts

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Sets the plan around the FACD-credential moat against the cosmetic-clinic noise, the medical-dermatology page library that drives the GP-referral pipeline, the Mohs sub-specialty positioning, and the biologics-clinic acquisition. Briefs the other agents so the medical pages target referring GPs and patients with chronic conditions, the skin-cancer pages target the Mohs-pathway referral, and the cosmetic side (where present) stays positioned separately.

Answers: cosmetic-clinic chains drown out the credential

Web Agent

Imports your existing site, builds out the medical-dermatology page library (psoriasis, eczema, acne, rosacea, alopecia, vitiligo, hidradenitis, paediatric), promotes Mohs from a buried paragraph to a sub-specialty page, surfaces the FACD credential everywhere, and builds the downloadable GP-referrer PDFs for each major condition cluster.

Answers: gps don't know who to refer to

SEO Agent

Owns whether you appear for the specialist-condition searches ('psoriasis dermatologist [suburb]', 'eczema specialist [city]', 'Mohs surgery [city]', 'paediatric dermatologist [suburb]'). MedicalCondition schema, FACD-credential markup, internal links from the sub-specialty pages back to the FACD-credentialed bios. Auto-applies low-risk fixes, flags AHPRA territory.

Answers: mohs surgery sits as one paragraph

Advertising Agent

Runs Google Ads on the specialist-condition searches where the cosmetic clinics don't compete (Mohs surgery, biologics clinic, paediatric dermatology, hidradenitis). Never bids on broad 'skin clinic' or 'facial' terms; the cosmetic-clinic budget owns those. A small LinkedIn layer for GP-referrer acquisition with clinical-education content. The cosmetic-dermatology ad set (where present) runs under separate rules and requires Account Lead approval.

Answers: cosmetic-clinic chains drown out the credential

Social Media Agent

Posts AHPRA-compliant patient-education and GP-education content in your real accounts: a LinkedIn-led post on HS diagnosis pathways for GPs, an Instagram-led explainer on biologics for moderate-to-severe eczema, a Mohs-pathway explainer, a paediatric eczema management post. No testimonials, no patient images that breach AHPRA, no comparative claims. The TGA Therapeutic Goods Advertising Code is respected for any prescription-medicine content (Schedule 4 prescription medicines can't be advertised to the public).

Content Agent

Drafts the long-form pieces that pull GP-referrals and informed patients: 'when to refer to a dermatologist for psoriasis', 'the difference between a dermatologist and a cosmetic skin clinic', 'what is Mohs surgery and when is it indicated', 'accessing biologics for moderate-to-severe eczema on the PBS'. Two drafts a fortnight, evidence-based, in your voice.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

FACD credential and ACD membership badges surfaced on every dermatologist's bio page and procedure page by day 3.
Mohs surgery promoted from a paragraph under 'procedures' to a dedicated sub-specialty page with the ACD Skin Cancer Sub-Faculty membership surfaced by day 4.
Medical-dermatology page library built out: psoriasis, eczema, acne, rosacea, alopecia, vitiligo, hidradenitis suppurativa, paediatric dermatology, by day 10.
Biologics-clinic page live with the PBS-pathway detail for Stelara, Cosentyx, Dupixent and Skyrizi and the failed-conventional-therapy criteria surfaced.
Downloadable GP-referrer PDFs drafted for the four highest-volume condition clusters and emailed to the top 30 local referring GP practices.
TGA-compliance audit on any prescription-medicine content (Schedule 4 medicines can't be advertised to the public): patient-facing pages rewritten where needed.
First fortnight of AHPRA-compliant patient-education and GP-education posts queued in the dermatologist's voice, ready for two-tap approval.

See pricing No charge for 7 days Cancel in two taps Live in 9 minutes

Your first 30 days.

Existing site imported, hosting torn down; the existing consult-booking system stays untouched
FACD-credential-versus-cosmetic-clinic positioning plan set by Sam against the chronic conditions and sub-specialties on the roster
FACD credential and ACD membership surfaced on every dermatologist's bio page and procedure page
Mohs surgery promoted to a dedicated sub-specialty page with ACD Skin Cancer Sub-Faculty membership surfaced
Medical-dermatology page library indexed: psoriasis, eczema, acne, rosacea, alopecia, vitiligo, hidradenitis, paediatric dermatology
Biologics-clinic page live with the PBS pathway for Stelara, Cosentyx, Dupixent and Skyrizi
Downloadable GP-referrer PDFs emailed to the top 30 local referring GP practices
AHPRA-compliant and TGA-aware content cadence queued in the dermatologist's voice across LinkedIn (referrer-led) and Instagram (patient-education-led)

The bottom line

Specialist dermatology is being drowned out in search and social by cosmetic clinics, injector nurses and aesthetic-medicine GPs who don't have the FACD credential and don't have the 12-year specialty training pathway. The marketing job is to make the credential, the medical-dermatology depth, the Mohs sub-specialty and the biologics-clinic capability unmissable against that noise. The practices that grow are the ones that build out the medical-dermatology page library, the GP-referrer infrastructure, and the Mohs-pathway positioning, then leave the cosmetic-clinic noise to fight over the 'skin clinic' broad searches that don't matter.

Agencies are too dear at $4k a month and most run cosmetic-clinic-style content that doesn't fit a specialist dermatology practice. Tools are cheap but the GP-referrer PDFs and the biologics-clinic page never get built. In-House is the third option: for $299 a month the agents surface the FACD credential everywhere, build the medical-dermatology library, run the Mohs and biologics positioning, and respect the AHPRA and TGA rule sets. Two taps to approve, minutes a day.

See everything In-House does

No charge for 7 days Cancel in two taps Live in 9 minutes

Frequently asked.

How does this stay on the right side of the AHPRA Medical Board advertising guidelines and the TGA Therapeutic Goods Advertising Code?

Every piece of copy is drafted against National Law section 133, the Medical Board's advertising guidance, and the TGA Therapeutic Goods Advertising Code. No testimonials, no comparative claims, no 'best dermatologist in [suburb]', no implied guarantees, evidence-based language only. Schedule 4 prescription medicines (biologics, isotretinoin, topical corticosteroids by brand name) cannot be advertised to the general public under the TGA code; the platform refers to them by class or PBS-listing rather than by brand on patient-facing pages, and only references them by brand on GP-facing referrer content where the audience is qualified to receive that information. Cosmetic-dermatology content where any procedure crosses into surgical territory runs under the post-July-2023 AHPRA cosmetic surgery rules.

How is this different from a cosmetic-clinic marketing strategy?

Almost entirely different. A cosmetic clinic markets on outcomes, before-and-afters (where legal), aesthetic results and lifestyle imagery. A specialist dermatologist markets on credential (FACD), clinical depth (medical-dermatology page library), sub-specialty positioning (Mohs, biologics, paediatric), and GP-referrer infrastructure. The platform never tries to make a specialist dermatology practice look like a cosmetic clinic; it surfaces the credential and the clinical depth that's the actual moat against the cosmetic-clinic noise.

How does the biologics-clinic page work for PBS-listed Stelara, Cosentyx, Dupixent and Skyrizi?

Carefully, under the TGA code. The biologics-clinic page describes the conditions where biologic therapy is indicated (moderate-to-severe plaque psoriasis, moderate-to-severe atopic dermatitis, moderate-to-severe HS, etc), the failed-conventional-therapy criteria for PBS access, the specialist-dermatologist-prescribing requirement, and the practical process of accessing biologic therapy. On patient-facing pages biologics are referred to by class (anti-IL-17, anti-IL-23, anti-IL-4/13) rather than by brand. On GP-facing referrer PDFs (which sit behind a referrer-only login or are emailed directly to clinics) the brand names appear where TGA-permissible. The Account Lead reviews any PBS-medication content before publishing.

Do you handle the difference between a specialist dermatologist and an aesthetic-medicine GP or cosmetic injector nurse?

Yes, and this is one of the most important things the platform does for a dermatology practice. The FACD credential, the ACD membership, the 12-year specialty training pathway (medical degree, internship, RACP basic training, ACD advanced training, fellowship exam) are surfaced on every page. The 'about the FACD credential' explainer page contrasts the specialist dermatologist pathway with the aesthetic-medicine GP and the injector-nurse pathway in factual, non-comparative terms. Patients arrive informed.

We have a Mohs-trained dermatologist. How does that get positioned?

Mohs surgery gets promoted from a buried paragraph under 'procedures' to a dedicated sub-specialty page with the ACD Skin Cancer Sub-Faculty membership surfaced, the gold-standard tissue-sparing technique explained, the high-risk facial-skin-cancer indication detailed, and the GP-referral pathway clarified. Search results for 'Mohs surgery [city]' start ranking the page within three weeks. GP-referrer content on LinkedIn highlights Mohs availability for the dermatologists and GPs in the catchment.

Can I cancel if it isn't working?

Two taps, any time. No exit fees, no notice period, no minimum term. You keep your imported site, the medical-dermatology page library, the biologics-clinic page and the GP-referrer infrastructure. No $4k-a-month agency lock-in.