Marketing New Investments in Good Times and Bad

As a leader in business and health care, you understand the adage “If you are not growing, you are dying” all too well. Regardless of broader economic/inflationary challenges, consumer spending, and insurance reimbursement, you should always be taking steps and making the investments necessary to grow your practice—just as you are always developing yourself and your team professionally through continuous education and learning. 

You can utilize your website and digital presence to further accelerate growth. Your existing website and other platforms also offer a cost-effective way to advance a new treatment, service, loyalty/rewards program, and much more, as you already have the “bones” and structure in place. You can build upon the existing framework of your site and social channels to spread the word about distinctive and advanced solutions, innovations, and capabilities. This approach is not cost-prohibitive, nor does it demand considerable time and resources that your practice may lack (or have in shorter supply) at present. 

INVESTING FOR THE UPSIDE

When other industries and sectors struggle, dermatology is often seen as durable and resilient. However, with so many factors and motivations for patients to seek your services, it is important not to rely too heavily on, nor take for granted, the notion of dermatology as a “recession-proof” business. We only need to look at the Great Recession and the considerable lessons learned from it to see how well-managed practice—those that continuously invested smartly and thoughtfully—were able to carve out market share, diversify their revenue streams, and support sustained financial stability and performance. While US gross domestic product (GDP) declined by 4.3%, analysts have noted that well-run, well-disciplined practices contributed to the dermatology industry’s ability to grow annually at 2.1% between 2007 and 2009.¹ Whereas the natural inclination may be to pull back entirely on marketing and other strategies for growth during the “bad times,” history bears out that successful practices continued to make investments for several reasons:

• They reinforce and acknowledge the unique value proposition and differentiators they bring to the market,² effectively distinguishing themselves from other offices and service providers as competition heats up.
• The elevate visibility within their target neighborhood or community.
• They communicate and support attractive offerings for those who may be new to the community or neighborhood, during a period of time when many individuals’ housing situations may be changing, or there may be relocations for jobs and other career opportunities. 
• They reflect the diversification of revenue streams, as smart practice owners and managers actively look for new ways to benefit patients and provide value.
• They recognize that proper promotions must complement sound strategies for growth to one’s target and/or evolving “audience.”

ALWAYS BE MARKETING FOR GROWTH

Again, to get the most out of your investment, it is critical also to strategize how you will communicate and educate your community about these new services or innovations.

Pro Tip 1

Brainstorm all of those investments that you have made or plan to make in the near term. Write them down. This “sets the table,” so you know what services, technologies, or expertise to target when crafting new or revamped content. You may also consider “re-launch” content, effectively reintroducing services to your community that may not have been launched or marketed as well as they should have been initially, or those services that may be falling short of your initial goals or milestones. 

Pro Tip 2

Do not settle for crafting new articles or sections on your website or in email newsletters about these services. While important, also consider the potentially far-reaching and impactful voices all around you. As such, do not forget to create press releases. Have accessible news and media sections on your website. Mind those local journalists and outlets in your community that are a good fit and regularly feature spots or articles on health topics.

Pro Tip 3

Similarly, make yourself available to appropriate local news outlets. Present compelling ideas linked to your service that will enhance its appeal for sweep period pieces, featuring several high-quality, well-produced stories in a series, thereby effectively boosting your practice’s profile. For instance, dermatology is readymade for the camera—both stills and video. Partnerships to appear as a regular source on a local morning news segment related to health, aging, and skin care topics do not need to cost you a dime and also have the added benefit of advancing your professional reputation as a thought leader or authority in a given field or on a subject matter. You never know what additional partnerships (including those with other clinicians) may emerge from this elevated status in your community, profession, and industry. 

Pro Tip 4

Do not be afraid to reach out to “influencers.” We appreciate that this subject can be quite polarizing, as influencer reach has grown from niche personalities to a mainstream “culture.”³ However, there are opportunities for partnerships with creators whom you already admire and who are aligned well with your target demographics and the services or products that you offer and wish to promote. There is a reason you like these particular creators, and the right ones can be a trusted vehicle to spread the word about your team’s skills and capabilities. 

PUSHING PAST THE HEADWINDS

During times of uncertainty, it is helpful to have resources all around you to push past those headwinds and even to accelerate growth as others retreat entirely. Do not let a negative or daunting perspective hold you back. There are plenty of opportunities to enhance your current website and make better use of aligned media and partnerships. You need to spend money to make money in good times and in bad, and smart strategies to market these investments secure your growth and sustainability on the upside without taking a tremendous toll on your budget. 

1. Unpacking the Drivers of Dermatology Dealmaking. Vector Medical Group. Accessed April 5, 2026. https://vectormedicalgroup.com/app/uploads/Unpacking_the_Drivers_of_Dermatology_Dealmaking.pdf

2. Unique Value Proposition. Harvard Business School. Accessed April 5, 2026. https://www.isc.hbs.edu/strategy/creating-a-successful-strategy/Pages/unique-value-proposition.aspx

3. Keeping Up With Influencer Culture. RLC Global Forum. Published October 1, 2025. Accessed April 5, 2026. https://rlcglobalforum.com/retail-insights/keeping-up-with-influencer-culture/

Naren Arulrajah

• President and CEO, Ekwa Marketing Mississauga
  Ontario, Canada