Download the 90-Day Dermatology Clinic Marketing Playbook for India (free)

Dermatology is the specialty where Indian healthcare marketing has the widest gap between "what generic advice recommends" and "what actually converts". The specialty has the highest YouTube query volume in Indian healthcare, the strongest visual-content component (before/after imagery, procedure demonstrations, product education), the fastest-moving competitive intensity in every Tier 1 metro, and the most demanding compliance perimeter around efficacy claims — a "results speak for themselves" caption is an ASCI substantiation violation waiting to happen. ICG's 90-Day Dermatology Clinic Marketing Playbook is the sequence our dermatology-vertical team runs when onboarding a new derm brand, built to convert the specialty's natural demand into booked consultations without tripping the compliance edges.

Why dermatology needs its own playbook

Dermatology is the specialty where the demand curve most closely matches the marketing lever — a well-run YouTube channel produces measurable subscriber growth week over week, a well-managed Google Business Profile lifts local map-pack rankings inside a quarter, and a well-structured before/after content library converts consult enquiries at rates other specialties can only aspire to. The catch is that every one of those levers also carries a compliance edge — patient identification on before/after imagery (NMC + DPDP), efficacy claims on procedure videos (ASCI), and comparative language on treatment pages (ASCI again). A generic playbook triggers those edges. This one is designed around them.

What's inside the 30-page PDF

The playbook is a week-by-week 90-day sequence with per-week worksheets. A marketing director can hand each week to the responsible team member and run the quarter as a coordinated operation.

• Weeks 1-2 — Foundation audit. Angryturtle sie" style="color:inherit;text-decoration:underline;text-decoration-color:rgba(42,126,200,.5);text-underline-offset:2px">Rank OS scoring across every clinic location, technical SEO audit of the primary domain, WhatsApp compliance audit of current lead flows, and ASCI/NMC/DPDP compliance audit of the existing before/after and testimonial library — with the specific fixes ranked for the following weeks.
• Weeks 3-4 — Local presence remediation. GBP dimension fixes across Relevance, Review Health, Freshness, Entity Authority, and AIO Readiness through Angryturtle, review-response cadence establishment, and citation cleanup across the 12 highest-priority Indian healthcare directories.
• Weeks 5-6 — YouTube channel foundation. The 8-video foundation set for a derm channel — concern explainer (acne / pigmentation / hair loss / anti-ageing), procedure overview (laser / peel / injectables / hair-restoration), myth-vs-fact, doctor-led Q&A, before/after consent-safe testimonial pattern, product-education recommendation, "what to expect at your first consult" onboarding, and a seasonal-concern topical video — with format and script templates for each.
• Weeks 7-8 — Content pillar publication. The three website content pillars a derm clinic needs — concern-education silo (acne, pigmentation, hair loss, ageing, skin health), procedure-explanation silo (each core procedure), and doctor-authority silo — with the AEO/AIO structural signals that make them citation-eligible in Google AI Overview.
• Weeks 9-10 — WhatsApp lead flow. The compliance-safe post-consult follow-up sequence, the treatment-decision nurture for enquiries that don't book on first contact, the "concern-follow-up" segment that reactivates dormant leads at 4 to 8 weeks, and the seasonal-promotion sequence that stays inside NMC/ASCI/DPDP.
• Weeks 11-12 — Paid media activation. The Meta and Google campaign structures for derm — Meta's outperformance on cosmetic derm creative, Google's outperformance on medical derm queries, the CPQL bands to target, and the retargeting sequence that respects the consideration window.
• Week 13 — Measurement and iteration. The 90-day dashboard — organic view growth, GBP Rank OS movement, WhatsApp qualified-lead volume, consult-hold rate, and 90-day paying-patient conversion — plus the operational cadence for the following quarter.
• The before/after compliance appendix. The consent-chain documentation, the ASCI substantiation-safe caption patterns, the DPDP-compliant image handling, and the specific claim categories that convert an eye-catching before/after into a compliance exposure.
• The cosmetic vs medical derm segmentation. How the playbook adapts when the clinic's revenue mix skews cosmetic (aesthetic, injectable, laser) versus medical (acne, psoriasis, hair loss) — the two profiles need different creative rhythms, different WhatsApp templates, and different paid mixes.

Who this playbook is for

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If you are a dermatology clinic owner at a single-location or 2-to-5-location practice, the playbook is your marketing team's operating plan for the next quarter. If you are a marketing director at a larger derm group or multi-specialty hospital's dermatology department, the playbook scales weeks 3-4 and 7-8 across locations while keeping the sequence intact. If you are a consultant or advisor guiding a derm clinic's marketing, the playbook is the deliverable framework most engagements don't currently produce. If you are an agency pitching derm clients, the playbook is a reference for the operational bar the clinic should expect from any specialist partner.

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What happens after you submit the form

Plain-text email within 30 seconds with the download link. One follow-up 5 to 7 days later asking whether the playbook was useful. Handled under our privacy policy. Never sold, shared, or rented.

The platforms that operationalise this playbook: Angryturtle + YODA

ICG runs derm-vertical marketing for cosmetic and medical dermatology brands using Angryturtle for the local-presence layer and YODA for the YouTube layer. Angryturtle scores every profile 0-100 via a proprietary Rank OS model with five weighted dimensions and publishes edits, Posts, media, and review replies directly to Google. YODA runs the full 6-step YouTube workflow — Overview, Diagnostics, Strategy, Optimisation, Reputation (ORM), and Competitor Intel — with 40+ analysis modules organised under those steps.

Available in two shapes: self-serve at ₹999/- per month for solo owners with 1-2 profiles who want to run the local-presence layer themselves, and ICG's managed service from ₹25,000/- per month where our derm-specialist team runs the full 90-day sequence. Both are anchored in the Healthcare Local SEO Agency India pillar page.

Talk to us on WhatsApp → or request a free dermatology marketing audit →

FAQ about the download

How will you use my email address? Once to send the playbook, once to ask if it was useful. Handled under our privacy policy. Never sold, shared, or rented.

When will I actually get the playbook? Within 30 seconds. If nothing arrives in 5 minutes check spam/promotions, then WhatsApp us for a resend. Link does not expire.

Is this a real 90-day plan or a marketing brochure with 90 days on the cover? It is a real 90-day plan with week-by-week worksheets. The compliance appendix on before/after handling is the section most derm clinic owners tell us saved them from a live exposure they didn't know they had.

Can I share the playbook with my team, my board, or my agency? Yes. The PDF is licensed for internal use with attribution to ICG. Sharing with your existing agency is exactly the right use — it aligns the engagement to a specific 90-day sequence rather than an open-ended retainer.

Who else has downloaded this playbook? Downloads span single-location dermatology and cosmetic derm clinics, multi-location derm groups, and hospital dermatology departments. We do not disclose specific downloader identities.

Related reading on ICG

• Healthcare Local SEO Agency India — pillar service page
• Healthcare YouTube Marketing Agency
• YouTube marketing for dermatologists in India
• Dermatology clinic Google Ads India
• ICG technology ecosystem — Beacon, Hawk, YODA, Agency OS, Pharos