Dermatology Partners
Pugh & Tiller Elevates Visibility of Physician-Led Dermatology Group Amid Industry Consolidation
The Client
Dermatology Partners is a premier, privately owned, physician-led dermatology group, serving patients across the Mid-Atlantic region in Pennsylvania, Delaware and Maryland.
With nearly 40 conveniently located clinics, their board-certified dermatologists and expert medical staff specialize in the diagnosis and treatment of a wide range of skin, hair, and nail conditions. From general dermatology services to advanced treatments for skin cancer, including Mohs surgery, Dermatology Partners is committed to delivering exceptional care with compassion and expertise without private equity backing.
The Challenge
The core goal of this campaign was to elevate the visibility and credibility of Dermatology Partners, a privately-owned dermatology group actively expanding throughout Pennsylvania, Maryland, and Delaware.
In a healthcare industry increasingly dominated by private equity-backed consolidation, Dermatology Partners stands out from its competitors as a mission-driven, physician-led organization growing organically.
Key campaign goals included:
The Solution
Strategy and Tactics
To achieve these goals, we implemented a two-pronged media strategy: one hyperlocal and community-focused, and the other geared toward national media visibility and credibility.
Local Media and Community Recognition
- Identified key media outlets in core markets (e.g., Philadelphia, Baltimore).
- Pitched local reporters on the practice’s growth, patient care model, and the unique positioning of being independent in a corporatized, private equity landscape.
- Nominated physicians and the organization for local awards that highlighted their expertise while aligning with their community-focused mission.
- Leveraged physician expertise for timely, seasonal, or trending health stories, such as Skin Cancer Awareness Month in May.
National Media and Thought Leadership
- Developed individual physician profiles for use on media platforms and in pitching, mapping their expertise to national media topics (for example, skin cancer awareness, dermatology trends, public health messaging).
- Pitched national journalists on dermatologist perspectives related to consumer wellness, lifestyle, and broader healthcare topics.
- Provided commentary, contributed articles, and quick-turn expert insights for health and general interest publications.
Execution
The campaign was rolled out over a 12-month period and executed in close partnership with the client’s marketing and executive leadership teams. Key elements included:
- A media training program for physicians to prepare them to deliver key message points during broadcast and print interviews.
- A content calendar tied to seasonal awareness campaigns (e.g., Skin Cancer Awareness Month, Military Awareness Month, spring break, back-to-school, and winter/holiday skincare tips).
- Regular collaboration with the client’s internal team to uncover patient success stories, new office openings, new dermatologist hires, industry healthcare trends (such as the tweens overuse of skincare products, first introduced on Tik Tok), etc.
- Targeted award nominations, identifying relevant local and regional recognition opportunities, creating the nominations according to each award’s specific requirements, and submitting high-impact nominations on behalf of physicians and the organization.
- Creation of strategic partnerships, such as the partnership with The Baltimore Station, a nonprofit supporting homeless veterans, creating and planning a special event timed to both Military Appreciation Month and Skin Cancer Awareness Month. Two Dermatology Partners physicians provided free skin cancer screenings and skincare products to veterans onsite.
Beyond these tactics, we maintained an agile, news-driven approach, responding quickly to breaking news and trends with expert commentary, helping national reporters meet tight deadlines with credible physician input.
The Results
This campaign successfully elevated both the Dermatology Partners brand and its individual physicians at the local and national level.
The campaign not only met its goals. It helped redefine what success can look like for an independent, physician-led healthcare brand competing on both local relevance and national reputation – all on a limited budget.
Media & Awards
166
Media Placements
21
Awards
3M
Earned Impressions
National Media placements
TIME Magazine, Newsweek, NBC Select, Rolling Stone, Real Simple, Healthline, Health Central, Men’s Health, Skincare.com by L’Oreal, Business Insider, Eating Well, and HuffPost—a rare level of national coverage for a regional medical practice.
Local Media placements
The Philadelphia Inquirer, Philadelphia Business Journal, Philadelphia Magazine, Baltimore Business Journal, The Daily Record, Standard Journal, PA Business Central, Delaware Business Times, Delaware Today, PHL 17, WBFF Fox 45 (Baltimore), WJZ CBS, and WMAR TV. The veteran skin cancer screening event with The Baltimore Station generated earned media coverage, including a feature on WMAR’s “Voices for Veterans” segment, amplifying the practice’s commitment to community health and underserved populations.
Awards
The company and its physicians were recognized with multiple awards, including: Dr. Kate Viola, named a Top 100 Woman in the Baltimore market and Healthcare Hero – Physician of the Year, spotlighting her community impact and reinforcing the brand’s mission; Dr. Adel Haque and Skyanne Goas, P.A., both named to the Pennsylvania Business Central’s Top 100 People; and Drs. Chloe Payne and Katrina Hansen, both named Top Docs by Delaware Today Magazine and winning the Standard Journal’s Best of Awards.
Impact & ROI
24
Increase in Active Users
25
Increase in New Users
10
Increase in Organic Traffic
Over the past year, Dermatology Partners achieved a significant increase in brand awareness across its priority growth markets. The organization saw a 24.6% rise in active users (356K) and a 25.2% increase in new users, with 279K users coming from organically driven traffic—a nearly 10% year-over-year gain. The campaign also enhanced recruitment appeal for physicians seeking autonomy and community-focused practice environments, a key differentiator in a competitive talent market. As a result, Dermatology Partners is well-positioned for continued expansion while maintaining its independent identity in a private equity–heavy field, evidenced by the addition of 23 new providers in the past year.
