The Numbers Behind How Patients Find Dermatologists Online

Before interpreting any benchmark on this page, understand where the numbers come from — and where they don't.

This article synthesizes three types of sources: publicly available search volume data from keyword research tools (Google Keyword Planner, Ahrefs, Semrush), industry research from healthcare marketing organizations and Google's own published findings on health search behavior, and observed patterns from campaigns we've managed for dermatology and adjacent healthcare practices. Where we cite the latter, we use qualified language — 'in our experience' or 'across engagements we've run' — rather than precise percentages.

We do not fabricate statistics. Where precise figures appear, they reference published third-party research and are noted as such. Where ranges appear, they reflect real variation across market size, practice type, and competitive density.

Disclaimer: Benchmarks on this page are educational in nature and should not be treated as guarantees of performance. Search volumes shift seasonally and algorithmically. Dermatology practices in dense metro markets face different competitive dynamics than practices in smaller markets. Verify any benchmark against your own Google Search Console and Google Business Profile data before drawing strategic conclusions.

With that framing in place, here is what the data consistently shows.

The most important thing to understand about dermatology search behavior is that patients rarely begin by searching for a practice name. They begin with a problem.

A patient noticing a suspicious mole searches 'how to tell if a mole is cancerous.' A patient frustrated with persistent acne searches 'best treatment for cystic acne.' A patient considering cosmetic work searches 'botox before and after' or 'cost of laser resurfacing.' The practice that answers those questions — and ranks for those queries — earns the referral before the patient even knows which dermatologist they want.

This pattern has several practical implications:

• Symptom and condition pages are acquisition assets. A well-optimized page on eczema treatment or skin cancer screening captures patients at the beginning of their decision journey, not just patients already committed to booking.
• Procedure pages capture high-intent commercial traffic. Searches for specific treatments (chemical peels, mohs surgery, microneedling) indicate a patient already past the awareness stage and evaluating providers.
• Brand searches happen later. Patients typically search a practice name only after finding it through organic or map results first — meaning discoverability precedes reputation lookup, not the other way around.

Industry research on health-related search behavior consistently shows that patients conduct multiple searches before selecting a provider. The practice that appears across several of those touchpoints — condition education, treatment options, provider selection — holds a significant trust advantage over a practice that only appears when its name is searched directly.

Dermatology is, by nature, a local service. Even for cosmetic procedures that patients might travel for, the initial search is almost always geographically constrained. Google applies local intent automatically to queries like 'dermatologist,' 'skin cancer screening,' and 'acne treatment' — even without a city or 'near me' modifier — because its systems recognize these as services patients want nearby.

Key local search patterns we observe in dermatology markets:

• Map Pack placement drives a disproportionate share of clicks for 'dermatologist [city]' and 'dermatologist near me' queries. Practices outside the top three Map Pack results receive substantially less visibility, even with strong organic rankings below it.
• Review signals matter for Map Pack eligibility. Google Business Profile reviews — specifically their volume, recency, and the specificity of their content — appear to influence local ranking. Practices with consistent, recent reviews that mention specific treatments tend to rank more competitively than those with older or generic feedback.
• NAP consistency (Name, Address, Phone) across directories affects local trust signals. Inconsistent listings — a common issue for practices that have moved, rebranded, or added locations — can suppress local rankings.
• 'Near me' search volume in healthcare has grown substantially over the past several years, according to Google's published health search trend data. Mobile queries with local intent now represent a dominant share of new-patient search entries for medical specialties including dermatology.

Benchmarks vary significantly by market. A dermatology practice in a mid-size market with low competition may rank in the Map Pack with moderate optimization effort. The same practice in a dense metro market with dozens of established competitors faces a materially different challenge. There is no universal benchmark for Map Pack ranking timeline — in our experience, it ranges from 60 days to over 12 months depending on starting authority and market density.

Dermatology occupies an unusual position in healthcare search: it spans high-urgency medical needs (potential melanoma, severe rashes, pediatric skin conditions) and elective cosmetic procedures (injectables, laser treatments, body contouring). These two patient populations search differently, and practices that serve both should optimize for both.

Medical Dermatology Search Patterns

Condition-based queries tend to be research-heavy and multi-session. Patients searching for psoriasis, rosacea, or skin cancer information often visit multiple pages before converting to an appointment. Educational content that accurately explains diagnosis and treatment — and then connects to a clear 'book an appointment' path — performs well for these queries. Trust signals (credentials, before-and-after context, patient education depth) carry more weight in medical query conversion than in cosmetic.

Cosmetic Dermatology Search Patterns

Cosmetic procedure searches show more distinct seasonality. Industry keyword data consistently shows spikes in queries related to injectables in the weeks before major holidays and in early spring. Laser and skin resurfacing queries tend to rise in fall, correlating with patients planning treatments during lower-sun-exposure months. Practices that publish and optimize procedure content ahead of these seasonal windows — rather than during them — capture more of the ranking upside.

Cosmetic queries also show strong visual intent. Patients searching for 'botox results,' 'filler before and after,' or 'laser skin resurfacing photos' are evaluating outcomes. Note: Before-and-after photo use in dermatology marketing is subject to FTC guidelines and state medical board advertising rules that vary by jurisdiction. Educational content on this site does not constitute legal or compliance advice — consult your state medical board and a healthcare marketing attorney for specific guidance.

Procedure-Specific Search Volume Patterns

Across keyword research tools, the highest-volume dermatology procedure queries typically include terms related to botox, fillers, laser hair removal, chemical peels, and acne scar treatment. Medical dermatology high-volume queries cluster around skin cancer screening, mole removal, eczema treatment, and psoriasis management. Specific numbers shift by tool, season, and geography — use your own keyword research data to validate volume for your specific market.

Healthcare search is predominantly mobile. Google's published data on health-related queries has consistently shown that mobile devices account for the majority of searches in healthcare categories, and dermatology is no exception. This has concrete implications for how practices should evaluate their digital presence.

In our experience working with healthcare practices, the gap between mobile search share and mobile conversion rate is one of the most consistent friction points. A practice may rank well for a relevant query but lose the patient at the website if:

• The page loads slowly on mobile (Google's Core Web Vitals data shows healthcare sites frequently underperform speed benchmarks)
• The phone number is not click-to-call formatted
• The appointment booking path requires too many steps on a small screen
• The site is not responsive and displays poorly on mobile browsers

Click-to-call behavior is particularly important for dermatology. Patients with an urgent skin concern — a changing mole, a sudden rash — want to call immediately. Patients considering a cosmetic consultation may browse longer before converting. Both paths should be friction-free, but the urgency profile is different.

Industry benchmarks suggest that healthcare practices with well-optimized mobile experiences and clear calls-to-action see meaningfully higher appointment request rates from organic search than practices with technically sound but conversion-poor websites. The specific lift varies by market and practice type — expect significant variation rather than a universal number.

One metric worth tracking in your own Google Business Profile: direction requests and phone calls from GBP. These are direct signals of local search conversion and often underreported in practice marketing reviews. GBP Insights gives you this data without any additional tracking setup.

The table below summarizes the key search behavior patterns discussed on this page. These are directional benchmarks drawn from keyword research tools, published industry data, and observed campaign patterns — not guarantees of performance. Benchmarks vary significantly by market, practice type (medical vs. cosmetic vs. mixed), and existing online authority.

Patient Search Journey Benchmarks

• Search entry point: Majority begin with condition, symptom, or procedure query — not practice name
• Sessions before provider selection: Industry research on health search behavior consistently indicates multiple search sessions occur before a patient contacts a provider
• Device mix: Mobile-dominant for dermatology queries, in line with broader healthcare search trends

Local Search Benchmarks

• Map Pack click share: Top three Map Pack results capture the dominant share of local search clicks for 'dermatologist near me' queries
• Review recency impact: Practices with reviews posted within the last 90 days appear to rank more competitively in local results than those with older review profiles
• Timeline to Map Pack entry: In our experience, ranges from 60 days (low-competition markets, optimized GBP) to 12+ months (dense metro, high competition)

Cosmetic Procedure Search Seasonality

• Injectable queries: Spike in pre-holiday periods and early spring
• Laser/resurfacing queries: Tend to rise in fall and winter months
• Content timing: Publishing and optimizing procedure pages 60-90 days before seasonal peaks captures more ranking upside than publishing during peak

Use this as a directional framework. Validate each benchmark against your own Google Search Console, GBP Insights, and keyword research data before making investment decisions based on it.