Case Study - DermSurgery


DermSurgery Associates is a Houston-based dermatology practice founded by renowned Mohs surgeon Leonard Goldberg, MD, FRCP.

With 15 service locations and 24 medical professionals located across the Houston metro area, they serve patients with dermatological services ranging from skin cancer treatment and prevention to cosmetic, laser and general dermatology.


N&C was first contracted in 2008 on a long-term retainer to build and maintain a new website for DermSurgery Associates.

Then in 2019, DermSurgery Associates increased their monthly retainer agreement to better accommodate their huge growth over the previous four years. The agreement includes SEO, paid advertising, monthly promotions for multiple doctors and locations, a monthly e-newsletter, social media platform development and maintenance, and ongoing web maintenance, design and development services.

For its third website overhaul with N&C since 2008, DermSurgery Associates needed a dynamic and user-friendly website that would effectively incorporate multiple locations and doctors, as well as a wide variety of services, treatments, promotions and events.

It needed to be structured so that content was intricately cross-referenced in a way that a database of content variables could be called on to generate various pages of information without having to constantly find and update multiple pages as changes were needed. This would reduce overhead cost while increasing the speed, consistency and efficiency of information releases.

The system would also support site visitors searching for information from various angles (i.e. by a treatment name, a location near them, a doctor by name or skillset, or by describing a condition they wished to treat).


Together, we identified several key goals:

  1. Create a professional look that reflected the credibility of a serious, esteemed medical clinic, while evoking the relaxed atmosphere of a spa
  2. Make the website user friendly
  3. Manage multiple silos of data and present it on the website in multiple ways that would reflect the various ways a user might search
  4. Make the site a powerful marketing tool that would be successful in SEO, social media, paid advertising, broadcast email and on-site promotional campaigns
  5. Implement and manage dynamic, results-driven marketing campaigns


A client relationship that began as a two-year agreement grew into a twelve-year, full-service retainer and a strong working relationship. 

As DermSurgery Associates expanded from 1 clinic to 15 clinics with 24 medical professionals, the marketing projects needed to support them also grew.

Through the course of this retainer, N&C developed a unique brand identity, website, printed graphic design assets, social platforms, and web marketing tools that accomplished all of DermSurgery Associates’ key goals, thus helping the organization pave their way to success and growth.

“One of the best investments in our organization’s web presence was retaining Nelson & Company for web design, marketing and promotions.  

We have worked with Damien and his team since 2008.  During that time we entered into a retainer agreement that allowed their team to rebuild our website, create custom forms for our patients and keep us on track with our monthly promotions, articles, events, and newsletters by providing copy writing, creative, and technical know-how. 

They worked to keep us on track every month – from current social media posts to setting up Google accounts – we could not have done it without them. 

Having N&C on retainer is akin to having our own web/social media department.   

They have truly been partners in our success.” 

- Heidi Vehko

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