The Woodruff Institute

What The Woodruff Institute does

The Woodruff Institute is a private dermatology and cosmetic surgery group practice serving Southwest Florida across four office locations (North Naples, Downtown Naples, Bonita Springs/Estero, and Fort Myers). Founded in 2004 and operating under 'The Woodruff Institute for Dermatology & Cosmetic Surgery' (legal entity: The Woodruff Institute, LLC, Florida), the practice combines medical dermatology, Mohs micrographic surgery, cosmetic injectables, laser and body-contouring treatments, plastic surgery, medical spa services, and retail of physician-dispensed medical-grade skincare (Elta MD, SkinCeuticals, Obagi, Latisse, Jane Iredale, among others). Its clinical roster includes board-certified and fellowship-trained specialists across dermatology, Mohs surgery, dermatopathology (Dr. Ernest Wu, joined 2025-03), and facial plastic surgery (Dr. Jonathan E. Sonne; joined 2026-01 by plastic surgeon Dr. Preston A. Gardner), supported by physician assistants and aestheticians.

The practice runs its operations on an electronic health record platform (EMA patient portal) with online appointment requests and an outsourced online bill-pay portal (Advanced Data Systems); a recently introduced technology is Skinmap Total Body Photography, an app-based imaging system for monitoring skin lesions and supporting early skin cancer detection, with HIPAA-compliant data handling. Distribution is direct-to-patient via four physical clinics and telemedicine for established patients, plus consumer-facing content channels including a website/blog, YouTube video library, newsletter, and an active RealSelf profile.

The business model is a hybrid of insurance-billed medical dermatology and out-of-pocket cosmetic and elective services paid at time of service (no insurance billing). Published price points span approximately $500 for a single filler injection up to $2,500 for a complete non-surgical facelift, with branded pricing also available via a Private Patient / Cash Fee Schedule PDF; sclerotherapy and other cosmetic services are typically self-pay with limited insurance reimbursement. Retail medical-grade skincare, paid telemedicine consultations, and same-week appointment availability for new patients are complementary revenue streams.

Name

The Woodruff Institute

Legal name

The Woodruff Institute, LLC

Website

https://thewoodruffinstitute.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

The Woodruff Institute is a private, multi-location dermatology and cosmetic surgery practice in Southwest Florida offering medical dermatology, Mohs surgery, cosmetic injectables, laser and plastic surgery, and medical-grade skincare across four offices.

Ownership category

akta.pro rank

Product category

Dermatology and Cosmetic Surgery Services

akta.pro primary industry

Procedural Dermatology (Office-Based Surgery) (HLAKACAG)

akta.pro secondary industry

Dermatopathology (HLAKACAC)

Keywords

• Medical dermatology services
• Cosmetic dermatology procedures
• Mohs micrographic surgery
• Medical spa skincare
• Plastic surgery practice

Headquarters

HQ city

Naples

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Medical Dermatology Services: Revenue generated from consultation fees, medical dermatology procedures (full-body skin examinations, skin cancer screenings), and treatments covered by health insurance plans including Medicare and various PPOs. The practice participates with many insurance carriers but patients are responsible for understanding their coverage.
2. Cosmetic and Elective Procedures: Revenue from elective cosmetic dermatology procedures including injectables (Botox, Dysport, fillers), laser treatments, chemical peels, body contouring, and plastic surgery. These are paid in full at time of service as the practice does not bill insurance for cosmetic procedures. Procedures range from approximately $500 for single filler injections to $2,500 for a complete non-surgical facelift.
3. Medical-Grade Skincare Products: Revenue from selling medical-grade skincare products including Elta MD sunscreen, SkinCeuticals, Obagi, Jane Iredale mineral makeup, Latisse, and Dr.'s Remedy nail polish, sold directly through the practice's office locations.
4. Telemedicine / Established Patient Services: Revenue from telemedicine consultations for established patients, who can access care remotely via the practice's patient portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Woodruff Institute is a dermatology and cosmetic surgery practice providing medical dermatology care (skin cancer screening, full-body skin examinations, Mohs surgery), cosmetic dermatology (injectables such as Botox/Dysport and dermal fillers), laser and body contouring treatments, facial plastic surgery, and medical spa services, alongside physician-dispensed medical-grade skincare products. Services are delivered through four Southwest Florida offices and supplemented by telemedicine for established patients.

Product overview

The Woodruff Institute is a dermatology and cosmetic surgery practice offering a comprehensive portfolio of medical and aesthetic services. The core offerings include Medical Dermatology (general skin care, full body examinations), Mohs Surgery (skin cancer treatment), Cosmetic Dermatology (neurotoxins like Botox/Dysport/Xeomin, dermal fillers including Juvederm/Restylane/Belotero/Radiesse/Sculptra/Volbella), Laser Treatments (IPL, Pixel laser, hair removal, body contouring), Body Contouring (non-surgical JuVaShape/TruSculpt/VelaShape/UltraShape), Plastic Surgery (facelifts, blepharoplasty, brow lifts, otoplasty, chin augmentation, scar revision), and Medical Spa Services (facials, chemical peels, microdermabrasion, microneedling). The practice also dispenses medical-grade skincare products including Elta MD, SkinCeuticals, Obagi, and Latisse. A recent technology introduction is Skinmap Total Body Photography for early skin cancer detection.

Differentiator

Problem solved

Functional benefit

Products and services

• Medical Dermatology General medical dermatology care for adult patients in Southwest Florida, including full-body skin examinations, diagnosis and treatment of sun damage, rosacea, acne, psoriasis, and other chronic skin conditions. Includes photodynamic therapy and is often billed to insurance.
• Mohs Micrographic Surgery Fellowship-trained Mohs surgery for precise skin cancer removal with the highest cure rate while minimizing cosmetic impact, including on-site reconstruction. Available in Naples, Bonita Springs, and Estero locations.
• Cosmetic Dermatology (Injectables) Self-pay cosmetic injectable treatments for adult patients seeking aesthetic enhancement, including neurotoxins (Botox, Dysport, Xeomin) and dermal fillers (Belotero, Juvederm, Restylane, Radiesse, Sculptra, Volbella, Voluma, Kybella). Procedures are paid at time of service and not billed to insurance.
• Laser Treatments Laser and energy-based treatments for facial rejuvenation, brown spots, laser hair removal, body contouring (JuVaShape, TruSculpt), XTRAC laser for psoriasis, Photodynamic Blue Light therapy for sun damage, and FemiLift CO2 laser for vaginal rejuvenation.
• Body Contouring Non-surgical body sculpting treatments including JuVaShape, TruSculpt, VelaShape, and UltraShape for firming, tightening, and sculpting the body and face.
• Plastic Surgery Surgical facial rejuvenation and reconstructive procedures including scar revision, brow lift / forehead lift, chin augmentation, ear reshaping / otoplasty, eyelid surgery / blepharoplasty, and face & neck lift, performed by board-certified facial plastic surgeon Dr. Jonathan E. Sonne.
• Medical Spa Services Medical-grade aesthetic services including facials, chemical peels (TCA and Vi Peels), microdermabrasion, microneedling (Collagen P.I.N.), dermaplaning, waxing, and tinting, performed in a clinical setting by aestheticians.
• Medical-Grade Skincare Products Physician-dispensed retail skincare line including Elta MD sun care, BloqUV sun-protective clothing, SkinCeuticals, Obagi, Skin Authority, Dr.'s Remedy nail polish, Jane Iredale mineral makeup, and Latisse, sold directly through the practice's office locations.
• Skinmap Total Body Photography App-based Total Body Photography service for monitoring skin lesions, providing high-resolution mapping to track changes in skin over time and identify new or evolving moles for early skin cancer detection. Scans take approximately one minute and data is HIPAA compliant and encrypted.

Quantifiable outcome

• 68.2% of Kybella patients responded to treatment based on composite physician and patient measurements in pooled pivotal Phase III clinical trials
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Emerging players

• Reflections Center for Cosmetic Medicine: Multi-specialty cosmetic and medical dermatology practice offering injectables, lasers, body contouring, and plastic surgery. Comparable premium cash-pay aesthetic model though narrower geographic footprint.
• Dermatology Partners: Growing multi-location dermatology platform with medical, surgical, and cosmetic services. Comparable operating model but smaller scale and earlier stage of geographic rollout.

Direct peers

• Skin & Cancer Associates: Florida dermatology practice group offering medical, surgical, cosmetic, and Mohs services. Direct regional peer with overlapping Florida patient base and similar full-service positioning.
• Riverchase Dermatology: Multi-location Florida dermatology practice offering medical, surgical, and cosmetic services. Direct regional competitor with similar full-service model and shared Florida patient demographic.
• Cosmetic Laser Dermatology: San Diego-based practice pairing medical dermatology with a high-volume cosmetic and plastic surgery offering. Comparable premium cosmetic positioning and multi-specialty physician bench.
• Forefront Dermatology: One of the largest US dermatology networks, with deep coverage in the Midwest and a comparable medical/cosmetic/Mohs service portfolio. Similar physician-recruiting model and multi-site operating approach.
• Aqua Dermatology: Florida-focused dermatology platform with multiple locations across the state. Comparable mix of medical, Mohs, and cosmetic services targeting similar Florida patient populations.
• Advanced Dermatology and Cosmetic Surgery: National dermatology group with strong presence in Florida, combining medical, surgical, cosmetic, and Mohs surgery services. Directly comparable service mix and patient demographic, with materially larger footprint.
• Schweiger Dermatology Group: Large multi-location dermatology platform offering medical, surgical, and cosmetic dermatology across the Northeast and Mid-Atlantic. Closely comparable multi-specialty model and physician-led group structure, with greater scale and PE backing.
• Berman Skin Institute: Multi-location California dermatology and cosmetic surgery group combining medical, surgical, and aesthetic services. Closely comparable one-stop dermatology-plus-plastic-surgery model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/WoodruffInst
• Facebookfacebook.com/TheWoodruffInstitute
• LinkedInlinkedin.com/company/the-woodruff-institute

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Woodruff Institute