How do I get more dermatology patients?
Get more dermatology patients in the UAE: separate medical and cosmetic campaigns, Google's drug-name and remarketing limits, DHA title rules and lead costs.
To get more dermatology patients in the UAE, split your marketing in two: medical dermatology (acne, eczema, psoriasis, hair loss, mole checks), where patients search by symptom and often want insurance, and cosmetic dermatology, where they search by treatment and pay themselves. Give each its own Google Search campaign and landing pages. Keep prescription drug names such as isotretinoin out of ads and pages, do not remarket on skin conditions, and lead with the dermatologist's DHA-licensed title.
Last checked: 18 October 2026
Two kinds of dermatology patient
| Medical dermatology | Cosmetic dermatology | |
|---|---|---|
| Typical search | "dermatologist for acne Dubai", "eczema specialist", "mole check near me" | "chemical peel Dubai", "acne scar treatment", "pigmentation treatment price" |
| Main question | Do you take my insurance? How soon can I be seen? | Who does it, what results, what price? |
| Best offer | Next-available appointment, insurance list | Consultation with a named doctor, clear starting price |
| Value | Follow-ups and long-term care | Treatment courses and repeat visits |
Mixing both in one campaign wastes budget. An insured eczema patient and a self-pay peel patient need different ads, pages and follow-up.
Google's rules that hit dermatology
- Prescription drug names. Many skin treatments are prescription drugs: isotretinoin (Roaccutane), prescription retinoids, biologics for eczema and psoriasis, and botulinum toxin. Under Google's restricted drug terms update, promotional use is allowed only in the US, Canada and New Zealand. In the UAE, keep these names out of ads, keywords and landing pages. Write "acne treatment" or "eczema care" instead.
- No remarketing on conditions. Google's personalised advertising policy treats physical health conditions and injections as sensitive. You cannot use remarketing lists, Customer Match or lookalikes for ads about acne, psoriasis, eczema or injectables.
- No miracle claims. "Clear skin in 7 days" or "permanent cure" fails Google's unreliable claims policy. Chronic conditions are managed, not guaranteed away.
- Online consultations. If you prescribe through telehealth, read Google's Healthcare and medicines policy first. Online prescribing is a restricted category.
DHA and UAE rules
- Titles. Use only the title on the licence, such as "Specialist Dermatologist". A GP who offers skin treatments must not be called a dermatologist. The DHA rules out "Cosmetologist", "Aesthetic Consultant" and "Anti-Ageing Specialist" (Gulf News, Sept 2026).
- Banned words. "The best", "100%", "immediate results", "no side effects" and comparative claims are not allowed (Khaleej Times, Sept 2026).
- Medical director approval for every post naming the facility, with posts archived, under the DHA social media advertising standard.
- Cosmetic procedures. In Dubai, the DHA Standards for Non-Surgical Cosmetic Services let consultant or specialist dermatologists supervise these services without extra training. Other doctors need training and privileges.
- Outside Dubai. MOHAP issues health advertisement licences (1 to 3 working days). Abu Dhabi facilities follow DOH standards.
The 7-step plan
- Build condition pages and treatment pages. One page each for acne, acne scars, eczema, psoriasis, hair loss, pigmentation, moles and skin checks. Each covers symptoms, when to see a dermatologist, what happens at the first visit, the doctor and insurance. These pages also rank in Google organically.
- Run two Search campaigns. Medical: condition and "dermatologist + area" keywords, with call and booking assets. Cosmetic: treatment keywords with prices and the doctor's name. Give each its own budget so cheap cosmetic clicks do not starve medical ones, or the reverse.
- Put insurance in the ad. If you are on a network, say "Most major insurance accepted" only if true, and list the plans on the landing page. Insured patients filter on this first. Background: health insurance in Dubai.
- Show availability. "Appointments this week" beats any slogan for a patient with a flare-up. Keep it true.
- Optimise Google Business Profile. Primary category "Dermatologist", every service listed, real photos and steady reviews. Never confirm someone was a patient when replying.
- Track by booking type. Separate conversions for insured visits, self-pay consultations and treatment bookings. See conversion tracking and tracking phone calls.
- Turn first visits into care plans. Book the follow-up before the patient leaves. For cosmetic courses, sell the course, not one session.
What leads cost
LocaliQ's 2026 benchmarks, mostly US data, put physicians and surgeons at an average $4.76 click and $40.04 (about AED 147) per lead, and beauty and personal care at $39.25 (about AED 144). Use them as a sanity check, not a target. Insured medical visits are worth less per visit but bring follow-ups. Self-pay courses are worth more but convert slower. Set targets per campaign with what is a good cost per lead.
Related: Botox and filler patients, laser hair removal clients, and hair transplant patients.
Want this done for you?
Access One is the UAE's first Healthcare Google Partner and Dubai's #1 Google Ads agency for healthcare. We split dermatology accounts into medical and cosmetic campaigns that pass Google and DHA review, tracked to booked visits. Get a free Google Ads audit.
Frequently asked questions
Can I advertise Roaccutane or isotretinoin acne treatment on Google?
Not by name in the UAE. Prescription drug terms are restricted outside the US, Canada and New Zealand. Advertise "acne treatment with a dermatologist" instead.
Can I remarket to people who read my eczema page?
No. Health conditions are a sensitive category, so remarketing lists and Customer Match are not allowed for those ads.
Should a dermatology clinic advertise on Instagram or Google?
Google for patients who already have a problem and want an appointment. Instagram for cosmetic demand and doctor education. Start with Google if budget is tight. See Google Ads vs Meta Ads for clinics.
Can a GP advertise as a skin specialist?
No. Ads must use the exact title on the DHA licence, and the DHA rules out invented titles such as "Cosmetologist".
Sources
- Google Ads: Restricted drug terms update (October 2025)
- Google Ads: Healthcare and medicines policy
- Google Ads: Personalised advertising, sensitive categories
- Google Ads: Unreliable claims policy
- DHA: Standards for Medical Advertisement Content on Social Media
- DHA: Standards for Non-Surgical Cosmetic Services (2018)
- MOHAP: Health advertisement licence
- DOH Abu Dhabi: Standards
- LocaliQ: Search advertising benchmarks 2026
Published 18 Oct 2026 · Access One
What changed for our clients
UAE clinics, hospitals and home healthcare brands that scaled with Google Ads.
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