Digital strategy for dermatologists
Answers in Practice
By Emily Margosian, Assistant Editor, May 1, 2024
DermWorld talks to Lindsey Zubritsky, MD, FAAD, from Premier Dermatology and Skin Cancer Center in Ocean Springs, Mississippi, about tips for building a digital strategy and online presence.
Dr. Zubritsky: I practice medical, pediatric, cosmetic, and surgical dermatology. I work in private practice on the Gulf Coast in Ocean Springs, Mississippi. I’ve been here for about two and a half years. I graduated residency in 2018, and I practiced for a few years in private practice as well in Pittsburgh before moving here.
DermWorld: You’re an AAD Social Media Ambassador. Can you explain what that entails?
Dr. Zubritsky: AAD social media ambassadors are a group of board-certified dermatologists who are active on social media. Our role is to promote the AAD, the practice and field of dermatology, and the importance of seeing a board-certified dermatologist for all your hair, skin, and nail issues. We work together monthly to build social posts to educate and promote the importance of seeing a board-certified dermatologist.
DermWorld: Tell us a bit about your own social media presence.
Dr. Zubritsky: I started my social media presence in 2018 after I graduated residency. I saw it as a way to educate more people with one post than I could in clinic. It’s something that I very much enjoy doing. My platforms have significantly grown since I began. I’m active mostly on Instagram and TikTok, but I’m also starting a YouTube channel as well as Pinterest.
DermWorld: Timewise, how do you manage your social media presence as a practicing physician?
Dr. Zubritsky: It can be extremely challenging. If anyone tells you otherwise, they’re lying. It’s very difficult to maintain your activity on social media and be a full-time dermatologist. I’m able to juggle it because I do not work five days a week. I work three clinical days a week in dermatology, and then spend the rest of the week working on different sorts of content, education, as well as being a mom of two. I also have a lot of help around the house with a supportive husband and family nearby. If you really want to be successful on social media and to grow your platforms, you do have to be consistent. That involves creating educational and engaging content and being consistent with your posting, ideally posting multiple times throughout the week, around the same time so that your audience knows when to expect it.
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DermWorld: Do you automate your posting schedule?
Dr. Zubritsky: There are ways you can do that. There are different apps to schedule your posts on platforms like Instagram. However, I’ve been told that sometimes platforms can tell when you’re using apps to auto-post, so I personally don’t utilize them. I just have a set schedule I stick to that makes it easy. I post around the same time every day before work, when I know I won’t be busy to keep it consistent for me.
DermWorld: Much of your content is video-based. How did you build confidence about being in the public eye?
Dr. Zubritsky: Number one, the key is practice. It’s never going to come easy to begin with. This is not something that we were necessarily trained on when we were in medical school or residency. It’s something that with time will get better. Organize your thoughts before you speak in front of the camera. I like to have a rough outline before I start my content. I don’t just turn the camera on and film. I like to have everything prepared and ready to go. However, in the same breath, it’s important to be authentic and to not read off a script. It’s obvious to the audience when you’re reading a script because you’re not being authentic or engaging.
DermWorld: As a dermatologist, why did you feel it was important to build an online presence?
Dr. Zubritsky: When I started my social media, I thought that it was so critical to reach more people who don’t have access to a dermatologist. While I worked in a city, I had many people who would have to drive in from far away to see me. I thought it would be nice if I could reach them for very general concerns, without giving free medical advice per se. Reaching more people is really what prompted me to want to start my platform.
Additionally, I also was seeing so much misinformation on Instagram and on TikTok at the time. In 2018, it wasn’t taboo to be on social media as a physician, but it also wasn’t as well accepted as it is now. There weren’t as many physicians online at that time debunking these myths. The loud voices, the prominent voices on these platforms, were people with no medical education or background in dermatology giving out skin care advice when they had no business doing so. I found it very critical to be present in the space as a voice of education and help debunk information out there that was potentially dangerous to patients.
DermWorld: What is your advice for other dermatologists who are looking to build their social media presence?
Dr. Zubritsky: One of the things that’s wonderful in our dermatology community is that we’re all very open and willing to share our tips with others. I would first recommend reaching out to a colleague whose content you enjoy and would like to emulate, to get a sense of what their setup is. I learned a lot from talking to other dermatologists who are active on social media. What I find most helpful is to be very organized about it. I am not a full-time content creator. I am a practicing dermatologist. That’s my number one job. On the days that I have off and I can create content, I only have a set amount of time to do that. I prepare my ideas throughout the week in a Google document of everything I want to film. When my day off comes, I batch film all my content at the same time. I sit down for a couple of hours and film everything in one setting. That way, I don’t have to do my full set up and get ready every time. It's all there; I just film. Later, whenever I find some time throughout the week, that’s when I edit my content.
Investing in good equipment is also key. There are a lot of factors that people consider when they decide whether they want to watch a video. One of those factors is good lighting and good sound. So, invest in a microphone — it doesn't have to be expensive; it could be from Amazon — and a good ring light. Or try find a set up near a window with natural light. That will help quite a bit.
#DermTok
Dermatologists discuss TikTok as a tool to engage with public health and promote dermatologic expertise.
DermWorld: How do you keep your content both educational and engaging?
Dr. Zubritsky: Every time you’re creating content, think about what you’re offering to the audience. What do they want to hear? How do they want to hear it? It’s one thing to talk about eczema, but if we speak about it in a way that a medical doctor would, it may not be as easy for the average viewer to understand. It’s important to break topics down in an easily digestible way and start your content off with a strong hook to keep someone watching the entire video.
DermWorld: How does the type of content you create reflect your personal brand?
Dr. Zubritsky: I focus mostly on skin, hair, and nail health, and most importantly, debunk myths when it comes to skin care. I really find that demystifying skin care is really popular. People very much enjoy learning what a dermatologist recommends. My main focus is on simplifying skin care routines and breaking down different dermatologic disorders in an accessible way. People also like learning new things. I find sharing surprising facts and hacks to help make their skin healthier is always popular because people enjoy easy ways to fix chronic skin problems.
