DermWorld Academy Insider: Meet the new Your Dermatologist Knows correspondents
June 20, 2024
Our social media correspondents are a key aspect of the Academy’s Your Dermatologist Knows consumer positioning program, because these media-savvy AAD members know how to engage the public across various social media platforms. Recently, two new correspondents joined the team: Samantha Karlin, MD, FAAD, and Amit Om, MD, FAAD.
DermWorld Academy Insider gave each new correspondent an opportunity to introduce themselves to their fellow members and explain why they believe they’re a good fit for the role.
Samantha Karlin, MD, FAAD, is a board-certified specialist who practices at Soine Dermatology & Aesthetics in Covington, Louisiana.
DermWorld Academy Insider: What made you want to be one of the Academy’s Your Dermatologist Knows social media correspondents?
Dr. Karlin: I love teaching! My favorite part about being Chief Resident during my last year of residency at MUSC in Charleston, South Carolina, was being able to teach the rest of my coresidents during our didactics and clinics. Since joining a group private practice two years ago, I’ve enjoyed educating my patients about their dermatologic conditions so that we can make joint decisions about their care. I recognize, however, that being able to see a board-certified dermatologist is a privilege. There’s a lot of people who can’t get the care they need, whether it’s that they don’t live near a dermatologist, don’t have health insurance, or can’t afford to take off work to go to a visit. This gap in access to care can narrow with social media. I may see 30 to 35 patients a day in clinic, but as an AAD social media correspondent, I can help teach hundreds of thousands of people a day. This is what ultimately drove me to apply, and I could not be happier that I was selected for this special and rewarding position.
DermWorld Academy Insider: Why do you believe the Your Dermatologist Knows public strategy is important?
Dr. Karlin: I just brought up the great side of social media, but the unfortunate downside is that there is also a lot of misinformation. Often, opinion is presented as truth, and the most extreme views (often by those without medical credentialing) get amplified across platforms. The Your Dermatologist Knows public strategy is so important because it helps distribute facts backed by science and evidence-based medicine to the public, who can then feel educated and motivated to make informed decisions about their own dermatologic care. This information is given by board-certified dermatologists, who are specialists in skin, hair, and nails, so the public can trust the source. This way, anyone with social media can have access to recommendations on preventative care, like how to prevent skin cancer, as well as tips on how to treat certain conditions at home, like how to treat a sunburn. Most importantly, the strategy can help the public realize when they do need to see a dermatologist, which can potentially save lives.
DermWorld Academy Insider: What social media experience do you have that prepares you to represent your fellow Academy members?
Dr. Karlin: I started an Instagram account (@samanthakarlin.md) a little less than two years ago with the goal of creating educational content. I wanted to give correct information about some commonly asked questions that my fellow Academy dermatologists hear all the time from patients: When do I need to get a mole check? Are eczema and food allergies related? What acne treatments can I use in pregnancy? About a year ago, the AAD approached me and asked if I wanted to be one of their volunteer Social Media Ambassadors to help tackle various topics. This gave me some insight into the AAD social media team and the important work that the Social Media Correspondents do, which ultimately helped prepare me for my new role.
DermWorld Academy Insider: Why are you confident that you will be a good correspondent for Your Dermatologist Knows?
Dr. Karlin: I know I’ll be a good AAD Social Media Correspondent because I care. I care that the rates of skin cancer are on the rise, but so is fearmongering about using sunscreen on social media. I care that a lot of kids are struggling with their eczema right now, but there’s a lot of wrong and even harmful information about how to treat it on social media. On the flip side, I care that there’s hundreds of thousands of people with hidradenitis suppurativa who may not know that they have an actual medical condition until they see a post about it on social media. I care that someone may see a social media video on what melanoma looks like and realize that they have one, prompting a visit to a dermatologist. As doctors, we uniformly all really care about our patients, and gave up our whole 20s and potentially 30s in school and training so that we can help others. As a Social Media Correspondent, I’m confident that I can contribute to amplifying the dermatologist voice to show the world we care, drown out the background noise, and ultimately help keep people healthier and happier.
Amit Om, MD, FAAD, is a board-certified dermatologist and Mohs surgeon who practices at Dermatology, Laser & Vein Specialists in Charlotte, North Carolina.
DermWorld Academy Insider: What made you want to be one of the Academy’s Your Dermatologist Knows social media correspondents?
Dr. Om: I am passionate about addressing the widespread misinformation regarding dermatology. With an enthusiasm for teaching, I believe my skill in simplifying complex topics can greatly benefit the public, just as I do with my patients in the clinic. Social media offers a platform to disseminate accurate and understandable information about dermatology, helping people make informed decisions about their skin health. Forget the 20-step celebrity routines — let’s make skincare simple again!
DermWorld Academy Insider: Why do you believe the Your Dermatologist Knows public strategy is important?
Dr. Om: The Your Dermatologist Knows public strategy is crucial in today's digital landscape, where inaccuracies about skin care are rampant, often spread by “skinfluencers” with no scientific backing. The trend of contrarian viewpoints against medical expertise has gained popularity, undermining the value of years of expert experience and scientific trials. This strategy aims to counteract this by providing reliable, evidence-based information directly from board-certified dermatologists. By leveraging the authority and knowledge of experienced physicians, the campaign ensures that the public receives accurate, trustworthy advice, ultimately promoting better skin health and informed decision-making.
DermWorld Academy Insider: What social media experience do you have that prepares you to represent your fellow Academy members?
Dr. Om: I consume a lot of content on Instagram — mostly sent to me by family and friends who ask for my professional opinion on various skincare trends. I guess I’ve become their free skin care consultant! However, that inspired me to start creating my own videos, addressing the questions I get asked daily by them and also in my clinic. It's been a fun and rewarding way to share my expertise and clear up misconceptions, all while adding a bit of my own flair and humor to keep things engaging. If there's one thing I've learned, it's that debunking myths is a lot more effective when you can do it with a smile and a bit of a laugh, but most importantly, in under 60 seconds (the algorithm always wins).
DermWorld Academy Insider: Why are you confident that you will be a good correspondent for Your Dermatologist Knows?
Dr. Om: I hope that my social media presence can help impact at least one person’s life. On a clinic day, I can only see so many patients. However, spreading important dermatologic news on social media is a way to reach hundreds, potentially thousands, of viewers. I hope that my passion for teaching, enthusiasm for dermatology, and ability to make dermatologic content relatable (to both the general public and other board-certified dermatologists) will be apparent during my tenure as a social media correspondent.
