Three options. Only one actually works for your business.
The beauty salon next door says they do peels too. They don't, but the client doesn't know that.
Skin clinics sit on top of a credibility gap nobody talks about: a nurse-led clinic running medical-grade TCA peels, microneedling with PRP, Healite LED protocols and a Cosmelan pigmentation programme is a fundamentally different operation from the beauty salon that does a glycolic refresh and calls it a 'medical peel'. The client cannot see the difference on Instagram. Both have nice lighting, both post before-and-afters, both say 'skin clinic' on the awning. The marketing job is to make the medical-grade-vs-salon-grade distinction unmistakable: nurse-led-vs-aesthetician staffing, professional-only product ranges (Skinstitut, Aspect, Cosmedix), peel-depth language (TCA-15% to TCA-25%, Jessner layered, Cosmelan masque protocol), and the booked-programme rhythm rather than the one-off facial. Almost no clinic does this consistently because the floor is full and the nurse-injector is also doing the social posts at 9pm.
Good skin-clinic marketing has three jobs running together. First, a credential strip on every page that makes the medical-grade-vs-salon-grade distinction unmistakable: nurse-led-or-doctor-led staffing, professional-only product ranges (Skinstitut, Aspect, Cosmedix, DMK), peel-depth language and protocol references that a beauty salon literally cannot copy. Second, a programme-first conversion funnel: the Cosmelan or Mela 5 pigmentation programme as a 12-week booked package with home-care kit included, the acne protocol as a 4 to 6-session course, the microneedling-with-PRP collagen-induction course as a three-visit programme. Third, a treatment-plus-suburb page library that wins the 'chemical peel [suburb]' and 'microneedling [suburb]' searches. The credential strip is positioning, the programme funnel is conversion, the suburb pages are discovery.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around two numbers that move the clinic: consult-to-programme conversion rate and programme-completion rate (the Cosmelan client who finishes all 12 weeks is worth six times the one who drops off after week 4). Briefs the other agents so the suburb pages, the nurse-led ads, the dispensary-shelf social and the credential-led copy all push toward programme bookings, not single-session facials.
Imports your existing site and ships a programme-first page library: a dedicated page for Cosmelan, Mela 5, the acne protocol and the microneedling-with-PRP course, each with the booked-programme price, the home-care kit explainer and the credential strip. Plus treatment-plus-suburb pages so 'chemical peel Bondi' and 'microneedling Newtown' find you instead of the beauty salon two postcodes over.
Owns whether you appear in the map pack for 'skin clinic near me' and the programme-specific searches. Complete Google Business Profile flipped from 'Beauty salon' to 'Skin care clinic', programme-pricing schema, review prompts after the programme review appointment (not after a single visit), technical fixes that keep you indexed. Auto-applies the low-risk fixes within TGA constraints.
Runs Meta ads on the nurse-led credential angle (not on a discounted facial), with claims-checker pre-flight against the TGA Therapeutic Goods Advertising Code on every creative. Lifts spend ahead of the September-to-November pre-summer pigmentation push and the April-to-June post-summer repair window. Skips before-and-after creative entirely. Google Ads on 'chemical peel [suburb]', 'microneedling [suburb]', 'pigmentation treatment'.
Turns every in-clinic moment into credential-led, TGA-safe content in your voice: the Skinstitut and Aspect shelf shot, the peel-depth explainer, the Healite LED protocol walkthrough, the Cosmelan masque-application timelapse. Builds the visible case for medical-grade work without making therapeutic claims. Upload one dispensary or treatment-room frame, the agent writes the caption with the claims check baked in, you sign off from your phone.
Drafts the longer-form pieces clients search for between consults: 'TCA vs Jessner vs glycolic, which peel depth do you need', 'how long does the Cosmelan programme actually take', 'microneedling with PRP, is it worth the extra'. Two a month, in your voice, that handle the education upfront so the consult is a programme selection, not a peel-101 conversation.
Your first 30 days.
- Cosmelan, Mela 5 and acne-protocol programme pages indexed with full 12-week pricing
- Treatment-plus-suburb pages indexed for chemical peel and microneedling in your three core areas
- Credential strip live on homepage, programme pages and consult page (nurse-led staffing, professional-only ranges, protocol depth)
- Meta nurse-led-positioning ads running with TGA s42DLB pre-flight on every creative
- Visia-imaging consult booking live as the primary CTA
- Google Business Profile flipped to 'Skin care clinic' with full service list
- 'TCA vs Jessner vs glycolic peel depth' blog drafted and linked from every peel page
- Consult-to-programme conversion and programme-completion targets delivered by Sam
A nurse-led skin clinic running TCA peels, Cosmelan and microneedling-with-PRP is a different operation from the beauty salon two doors down doing a glycolic refresh, but the client cannot tell from Instagram. That gap is a marketing problem, not a clinical one. The solution is a credential strip the salon can't honestly copy, a programme funnel that converts on the booked 12-week package instead of a single peel, and a treatment-plus-suburb page library that ranks for the actual high-intent searches. Doing this also means staying inside the TGA Therapeutic Goods Advertising Code, which rules out the easy ad angles your competitors are quietly running.
Agencies are too dear to actually do this work for $4k a month and most can't tell a TCA-15 from a Jessner. Tools are cheap but the Cosmelan programme page you mean to write in autumn is still in your notes app in May. In-House is the third option: for $299 a month the agents ship the programme pages, run the TGA-compliant nurse-led ads, post the dispensary-shelf social, and keep the Google Business Profile medical-grade. You upload a dispensary-shelf or LED-protocol shot, sign off the weekly slate between consults, done.