Getting social

By Allison Evans, Assistant Managing Editor, June 1, 2025

Moo Deng the pygmy hippo, reverse lip syncing, and a photo of an egg on a white background. These are just some of the popular posts that have persuaded people to like, comment, and share on social media. But social media has rapidly become a watering hole for millions of people searching for health care information. Beauty influencers, in particular, have met this demand with prolific amounts of content that sometimes promotes evidence-based information — but often promotes unsafe or unproven skin care trends like DIY sunscreen, at-home dermaplaning or skin tag removal, nasal tanning spray, and so much more.

According to a 2024 Healthline and YouGov survey, 52% of Americans who have tried a health trend, tool, or approach in the past year say it was found on social media, whereas only 34% consulted their doctor.

Proving you’re the experts

Within this health care space teeming with content, it has become necessary to combat the increasing amounts of misinformation about skin, hair, and nail topics. The public is relentless in its search for skin care health information, and dermatologists can be there to provide it.

“It’s really important to put our specialty back at the helm of being the experts,” said North Carolina dermatologist Zain Husain, MD, FAAD, FACMS, AAD social media ambassador (@drzainhusain).

“In a landscape where dermatology is perceived by some as primarily focused on cosmetic procedures, addressing serious medical concerns helps reinforce the fact that dermatologists are expert physicians with extensive training in the diagnosis and treatment of a wide range of skin, hair, and nail conditions,” said Lauren Fassl, the Academy’s senior public social media specialist.

The power of social media

For dermatologists, especially those primarily in a medical practice, social media is yet another way to connect with their already existing community of patients, said Marisa Garshick, MD, FAAD, AAD social media ambassador and assistant clinical professor of dermatology at Cornell – New York Presbyterian Medical Center (@drmarisagarshick). “Dermatologists can provide information about conditions that patients didn’t realize they should be seeing their dermatologist for or conditions they didn’t realize they could ask their dermatologist about.”

In addition to connecting with existing patients, the strategic use of social media can bring more people into your practice. “When you educate your followers on different conditions, you may be reaching people who happen to be in your ZIP code but aren’t already in your office,” Dr. Garshick noted. “When they see that you’re on social media educating on conditions like acne, rosacea, and atopic dermatitis, they may be more likely to want to see you in person.”

At the end of the day, Dr. Husain said, “We are business owners, and the way we make money is by seeing and caring for patients. Social media is a great way to market your expertise and allow potential patients to get to know you before making an appointment.”

Even if future patients aren’t on social media, it’s likely that they are still searching for health care information on Google. An active social media presence can improve Google search results, which may direct people to your social pages and practice website.

A well-managed social media presence enhances patient engagement and can even improve efficiency in practice, said Seattle dermatologist Heather Rogers, MD, FAAD, AAD social media ambassador (@drheatherrogers). “Patients often come in with misinformation from the internet — if they’ve already seen accurate content from their dermatologist, it improves outcomes.”

Dr. Garshick recalls that she’s had numerous patients come into her office asking about various products pushed on social media. “They don’t want to be listening to random people telling them what to do; they’d rather listen to you. You have to be there.”

Getting started

Before diving into social media, it’s crucial to establish clear goals, noted Fassl. Social media serves as a versatile tool for patient education, career development, marketing, and more — but its application differs significantly depending on the objective.

“When I first started on social media, it became clear that there was so much out there coming from people who aren’t board-certified dermatologists saying things that were harmful for people to be doing to their skin, including myths related to the dangers of sunscreen. My initial purpose was to dispel some of these myths that were circulating,” Dr. Garshick said. “It spread from there as a place to educate but then also create a connection with patients and the wider community.”

“Social media is a great way to market your expertise and allow potential patients to get to know you before making an appointment.”

Dr. Garshick characterized her approach to social media as “edu-tainment,” so education-focused with a side of sharing a little bit about herself, or things that may be funny or easy to relate to. She also shares content about topics that aren’t often brought up in an office setting but are questions people are asking.

For Dr. Rogers, her primary objective is education, not promotion. “I want to be a trusted, unbiased source of information in a space that’s often driven by marketing rather than science. I don’t do sponsored content — everything I share is based on clinical experience and research.”

In addition to debunking skin care myths and providing science-backed skin care information, social media can also function as a strategic way to promote your practice as well as your expertise. Practice promotion can be tricky — needing to find that delicate balance between promotion and valuable health care advice for followers and potential patients.

“It’s okay to share what works or what promotions you’re running or equipment you have, but too much sales-driven content can damage credibility,” Dr. Rogers noted. One way to balance this may be to post a bite-sized piece of information first. “For example, ‘3% of the population has psoriasis, and here’s how we treat it at our office…’ or ‘Here’s why skin exams are important…make your appointment to get one done at our office.’”

Choosing a platform

Starting with a single platform can help maintain focus and facilitate growth. Given that each platform offers distinct features, opportunities, and audiences, it’s essential to revisit your goals to determine which platform best aligns with your objectives, explained Fassl. Determine where your target patient population spends their online hours and where it makes sense to focus your efforts.

“You don’t need to be on every platform,” said Dr. Rogers. “Pick one that fits your strengths and post regularly.”

Choosing the right platform based on your goals will ensure a more effective and tailored approach. “Instagram and TikTok provide a creative space for photos, videos, music, and trending sounds to engage a broader audience. In contrast, LinkedIn is a more professional environment, offering valuable networking opportunities and the chance to engage with industry thought leaders. Platforms like YouTube can be effective for sharing behind-the-scenes content,” she added.

Dr. Rogers focuses her time on Instagram, YouTube, and her blog because they allow her to provide high-quality educational content in different formats. Within these formats, she addresses common misconceptions patients bring up in the office; helps people understand ingredients, routines, and what actually works; and educates people on what is seen in clinic, from acne treatments to skin cancer prevention.

Seek inspiration from others in the field, recommended Fassl. “Immerse yourself in the platforms by following fellow dermatologists, thought leaders, organizations, and experts who consistently share insightful and informative content.”

Authenticity

Authenticity is essential for building trust and credibility on social media. This means staying true to your core values and allowing your personality to shine through, noted Fassl. “While it may be tempting to follow trends or mimic others, this can feel inauthentic if it doesn’t align with who you are. Instead, focus on carving out your own niche that highlights your expertise, experience, and personal interests, ensuring that your content remains genuine and resonates with your audience.”

“There are a lot of great dermatologists who have already built large followings, so sometimes it can be helpful to see what they’re doing to get inspiration,” Dr. Garshick noted. “However, you want your page to be about yourself and not necessarily do something just because someone else is doing it. Do what makes you feel good and feels right to you.”

Content

Content should be tailored to align with an individual’s specific goals, which may vary from one person to another. “Regardless of the objective, prioritizing engaging content is key to expanding reach and making a lasting impact. Social media content should always provide value, whether through education, entertainment, or inspiration. Offering practical tips and resources, sharing compelling stories, and providing valuable insights are all effective ways to connect with and engage your audience,” Fassl said.

“While there is an obvious appeal to cosmetic dermatology on social media, there are many serious medical conditions that we can raise awareness of,” Dr. Garshick noted. “There are many people on social media who have certain conditions and don’t know about it or don’t know who to see for it. There’s a lot of potential in this space for growth and success.”

“Offering practical tips and resources, sharing compelling stories, and providing valuable insights are all effective ways to connect with and engage your audience.”

Dr. Garshick recommended starting simple. “As physicians, we are a great resource for the public; don’t discount the amount of information you have to offer. Even a post as simple as explaining why it’s important to wash your face at night can be effective. There are things we take for granted because we repeat it to our patients day in and day out, but there are still so many people out there who don’t know and can benefit from your expertise.”

“Give people easy information that is approachable,” added Dr. Rogers. “They love it because it’s something they can do. You can be successful with a post about a three-step skin care regimen.” Another option is to take a single product and explain its value: “Why do we as dermatologists like isotretinoin or why do we like sunscreen. These are very bite-sized and easy for us to do because we talk about this kind of information all day, every day with our patients.”

Video is effective at securing user attention and establishing a connection. According to Facebook, the average time spent looking at a post in the feed on mobile is 1.7 seconds. People quickly scroll only stopping on content that catches their eye. Video can help establish authenticity and empathy and give your practice a human appeal.

Consistency

“Consistency on social media is important, as the platform algorithms prioritize those accounts that are posting regularly. Set aside time regularly to brainstorm topics that are of interest to the target audience, then map out a content calendar,” Fassl said.

“Although it’s important to have a healthy relationship with social media, if you need to take a step back, you can and should without putting too much pressure on it,” Dr. Garshick advised.

The key is to integrate it into your routine without letting it take over, Dr. Rogers said. “Even 10 minutes a week can make a difference in patient education and trust. If you do not have a system in place with boundaries, it can easily take over your life.”

While publishing content is critical, many often overlook the other side which is of equal importance: engaging with others. “Social media is a community. When you comment on posts from colleagues, share content from organizations and publications, and answer questions from your audience, you build a network that will help you grow,” Dr. Rogers added.

Pitfalls

Don’t get stuck on followers. Social media algorithms have limited how much branded content users see in the feed. Even if you had a million followers, only a handful would be able to see the post. Instead, it’s better to focus on educating and engaging with potential patients and building the reputation of your practice.

Sometimes practices may be so focused on using social media to bring in new patients that they forget about their existing patients, Dr. Garshick noted. She recommended keeping a QR code in the office that links to the practice’s social media. “I’ve had patients who had been seeing me for years and didn’t know that I was on Instagram. It’s really making the people who are in your practice aware that you are there and sharing information that they can benefit from even when they’re not in the office.”

By virtue of having a health care-based platform, you will likely receive numerous messages asking about people’s rashes, lesions, prescription refills, and the like. It’s important to be clear to your followers that you are not providing medical advice. “Even though you may be coming across as very approachable and sharing information, it’s a good idea to add caveats like, ‘Check with your physician to make sure this is right for you,’ or ‘If you’re experiencing this condition, you should make an appointment to see a board-certified dermatologist,’” Dr. Garshick advised. “Make sure that the content you’re sharing on social media is something that you’d feel comfortable sharing with patients in your office.”

Anonymity and confidentiality are never guaranteed on the internet. Even private direct messages cannot be assured to remain confidential. “Once something is posted online, it can live forever, so always consider this when sharing or responding. While social media tends to appear more casual than other forms of communication, it is important to always remain professional. You don’t need to post strictly about dermatology, but you should avoid sharing controversial opinions or unsubstantiated claims,” Fassl said.

“It’s tempting to follow viral trends, but always ensure the content is evidence-based,” Dr. Rogers agreed.

“Don’t let perfect be the enemy of good,” Dr. Garshick said. “For a lot of people, myself included, we wait for the ‘right’ moment where we have everything ready to go. Often, it’s those posts that take five minutes after work that end up being the most successful.”

Dr. Husain echoed this sentiment. “We’re all perfectionists and we want to put out the perfect content. I would advocate for putting out more B-minus-level work as opposed to creating A-plus work that never gets out there. I used to be so concerned about having everything look perfect that I wasn’t putting out as much content. As long as the message is clear, approachable, and people can derive value from it, that’s all you need.”

A commitment … that shouldn’t take over your life

The initial desire to start social media can easily take a backseat to overwhelming questions about time commitments, how to find the right content to post, how to gain followers, and how to get those followers to engage with the content.

Dr. Rogers recommended batching content creation for efficiency. “Set aside a few hours once a month to write posts or film videos in advance. There’s no need for elaborate production; a phone and good lighting are enough.” Another way to expand your content calendar is to repurpose content. Turn one topic into multiple posts (e.g., a long-form blog or video can be broken into short social media tips), she added.

If work and life are too overwhelming, delegation may be an appealing option. “If you have staff who enjoy social media, involve them in editing, posting, or brainstorming topics,” Dr. Rogers said. “You may also want to consider outsourcing some of the work.”

“Finding a good social media editor — mine is virtual so I’ve never even met her — is probably the best thing I’ve done. With the practice and family, I just don’t want to be on my phone all the time,” Dr. Husain shared.

“If you’re going to do it, what’s your reason for doing it? Is this worth two to 10 hours of your time a week? If you don’t have a set objective for using social media, don’t do it,” Dr. Rogers noted.

Additional DermWorld Resources