Industry
Dermatology
Challenge
Lilly Dermatology had to overcome a non-compete restriction by finding a creative way to serve patients outside a 20-mile radius.
Results
Their mobile care model became a competitive advantage, driving rapid growth and strong ties with rural communities.
Key Solutions
EZDERM EHR, EZDERM PM, EZDERM RCM
"EZDERM is the only thing we've ever known. They flew out from Florida to train us in person. That’s what started my appreciation for EZDERM—it was the people side of it."
"The DermBiz Show is about sharing what we’ve learned and learning from others. Dermatology is the easy part—running a business is the challenge."
"EZ Link has been huge for us. Now we can send paperwork digitally instead of spending 15–20 minutes per patient on the phone."
"If you can figure out how to pass all of those crazy tests, you're going to be smart enough to figure out how to do this."
About Lilly Dermatology
Lilly Dermatology was founded in February 2018 by husband and wife duo, Dr. Mercy Odueyungbo and Tony Jackson in the Upper Peninsula of Michigan. Dr. Odueyungbo serves as the practice’s dermatologist, and Mr. Jackson is the General Manager. The practice currently operates six locations, staffed by one dermatologist, two nurse practitioners, and one part-time physician assistant. Lilly Dermatology focuses primarily on general dermatology services, serving multiple rural communities by traveling regularly to various hospitals.
The Challenge
After completing her residency, Dr. Odueyungbo began working for a large dermatology group. While the initial arrangement seemed ideal—with generous incentives and full relocation support—she quickly realized she lacked control over her schedule, staff, and service offerings.
The final tipping point came when she was required to travel long distances to provide care in other cities with little input. Determined to regain autonomy, Dr. Odueyungbo and Mr. Jackson decided to launch their own dermatology practice.
One major challenge they faced early on was a restrictive covenant that barred Dr. Odueyungbo from practicing within a 20-mile radius of her former employer.
"We had to think creatively, and that suggestion to travel outside the radius shaped our whole strategy."
- Tony Jackson
The Solution
The couple consulted peers who had successfully launched independent practices, drawing encouragement and practical advice from other dermatologists. With these insights, they developed a mobile model—bringing dermatology services to underserved rural areas beyond the restricted zone. Mr. Jackson pitched mutually beneficial partnerships to rural hospitals, offering specialty care in exchange for space rentals and collaboration on lab and pharmacy services.
"If you can figure out how to pass all of those crazy tests, you're going to be smart enough to figure out how to do this."
— Tony Jackson on the confidence dermatologists need to start their own practice.
From day one, Lilly Dermatology partnered with EZDERM for electronic health records and practice management. "EZDERM is the only thing we've ever known. They flew out from Florida to train us in person. That’s what started my appreciation for EZDERM—it was the people side of it," Mr. Jackson said.
As the practice grew, features like EZ Link helped eliminate paperwork bottlenecks, allowing staff to manage patient documentation remotely and efficiently across all six locations. EZDERM’s cloud-based platform enabled easy access to patient records from any location, supporting Lilly Dermatology’s mobile care model.
"EZ Link has been huge for us. Now we can send paperwork digitally instead of spending 15–20 minutes per patient on the phone."
— Tony Jackson
The Results
What began as a workaround for a legal limitation became the core strength of Lilly Dermatology’s strategy. Their mobile model gave them a strong competitive edge, allowed for rapid growth, and fostered deep relationships with rural communities.
EZDERM was essential to this growth. With flexible workflows, excellent training, and responsive support, the software helped them scale efficiently. Mr. Jackson attributes much of their operational success to the people behind EZDERM as much as the technology itself.
Today, Lilly Dermatology is known for its broad regional presence, personalized care, and leadership in rural dermatology. Mr. Jackson continues to share their story through the DermBiz Show, a platform he created to help others learn how to run the business side of dermatology.
About the DermBiz Show
Mr. Jackson is the creator and host of the DermBiz Show, a podcast dedicated to helping dermatologists navigate the business side of private practice. By interviewing practice founders across the country, he aims to create a collaborative space where providers can share real-world tips, strategies, and lessons learned.
The DermBiz Show is about sharing what we’ve learned and learning from others. Dermatology is the easy part—running a business is the challenge.
— Tony Jackson
The podcast is available on YouTube, Apple Podcasts, Spotify, and all major platforms.
Tips from Tony Jackson for Starting a Dermatology Practice
1. Start small and scale based on demand.
Begin with limited clinic days and expand only as patient volume increases.
2. Talk to others who've done it.
Seek advice from dermatologists who’ve launched their own practices. Many are willing to share their process.
3. Avoid overbuilding too soon.
Don’t assume you need a large, expensive office buildout. Their million-dollar clinic added zero revenue.
"We were already seeing the same number of patients. [The million-dollar buildout] literally did not make us any money."
– Tony Jackson on unnecessary investments.
4. Be strategic about location.
Don’t expect foot traffic to drive patient volume. Prioritize accessibility and parking.
5. Build partnerships.
Partnering with rural hospitals gave them space, credibility, and access to local services.
6. Hire for attitude, not resume.
The best staff often have no dermatology experience but show strong work ethic and willingness to learn.
7. Fire fast.
If someone isn’t working out, don’t hesitate to let them go early.
8. Use software that scales with you.
Cloud-based tools like EZDERM made it easier to work across multiple sites and stay efficient.
[EZDERM's] EZ Link has been huge for us. Now we can send paperwork digitally instead of spending 15–20 minutes per patient on the phone.
— Tony Jackson
Ready to launch your dream practice? EZDERM can help!
