What is Your Dermatologist Knows?
Asked and Answered
January 1, 2023
Your Dermatologist Knows is a new consumer positioning strategy that reimagines the AAD’s public relations efforts. The strategy engages the public with questions on their health and wellness, putting dermatologists in the foreground with an upbeat and approachable message.
Your Dermatologist Knows positions dermatologists as experts the public can trust on the media platforms young people use most. The strategy will ensure that dermatology’s strong position with the public does not erode as other providers attempt to claim its expertise.
How will the strategy be implemented?
While the strategy will be reflected across many public education tactics, the centerpiece will be our social media efforts, showcasing dermatologist personalities sharing their expertise. To accomplish this, we have selected three social-media-savvy AAD members who have agreed to serve as social media correspondents. We will also be working with established dermatologist influencers as well as non-dermatologist influencers to share a patient perspective on the expert care offered by a dermatologist.
Promote the specialty
Learn how the Academy and members like you work to promote dermatology to the public.
How did you select the AAD’s correspondents?
Correspondents were selected by a workgroup under the Academy’s Council on Communications from a list of members who responded to a member-wide call for applications. The candidates were assessed and selected based on their knowledge of and passion for using social media to educate the public.
Why aren’t we comparing board-certified dermatologists to non-physician clinicians?
During our research, we tested many different types of messaging. We found that comparisons went over very poorly with the public, who felt they were condescending. Messaging that addressed interest in skin health and piqued curiosity to learn more resonated very positively with the public, who prefer a more positive, upbeat explanation of the full scope of the dermatology specialty.
See more answers to frequently asked questions about Your Dermatologist Knows.
Looking for more answers?
Send your burning questions to DermWorld’s Asked & Answered column at dweditor@aad.org, and keep an eye out for the answer in an upcoming issue of DermWorld!
Additional DermWorld Resources
In this issue
The American Academy of Dermatology is a non-profit professional organization and does not endorse companies or products. Advertising helps support our mission.
Opportunities
