The AAD’s robust public education strategy
Taking care of dermatologists so that they can take care of their patients...and their practices.
From the President
By Susan C. Taylor, MD, FAAD, May 1, 2025
Dear members,
As you may know, the Academy’s public education efforts successfully position board-certified dermatologists as the go-to experts in skin, hair, and nail health. We accomplish this with a multi-pronged approach that leverages traditional media and social media to consistently reach the public with the message that only a board-certified dermatologist has the expertise, training, and experience necessary to provide care they and their families need.
Since its launch in October of 2022, Your Dermatologist Knows has seen massive success in moving the needle in educating the public about the role of dermatologists. Our research now shows that dermatologists are overwhelmingly preferred to non-physician clinicians and that people who have seen Your Dermatologist Knows content are far more likely to see a dermatologist, driving further business to your practice.
May is national Skin Cancer Awareness Month and the Academy’s messaging pivots as this is one of the best opportunities for the Academy to educate the public about the dangers of skin cancer. The AAD typically kicks off Skin Cancer Awareness Month with Melanoma Monday, which is always the first Monday of May.
The first Melanoma Monday was observed in 1995, and each year since, we encourage the public to begin a lifelong habit of performing self-examinations of their skin for signs of skin cancer which they can then show their dermatologist to begin a discussion of the necessary next steps.
But of course, our efforts do not stop on Melanoma Monday but continue throughout the entire month on many fronts. The Academy’s media relations team pitches dozens of stories to media outlets across the country, including CBS News, the New York Times, and the Wall Street Journal, which feature board-certified dermatologists and AAD members sharing their knowledge and expertise on skin cancer. These stories are ultimately viewed billions of times.
Your Dermatologist Knows
Learn more about the Academy’s Your Dermatologist Knows consumer positioning strategy.
During Skin Cancer Awareness Month, our social media strategy also shifts to place a lot of focus on skin cancer and melanoma. This content is shared on Instagram, TikTok, Pinterest, and YouTube and it features board-certified dermatologists and AAD members discussing the latest dermatology-related topics that are trending across social media. This content generates millions of views on our social media platforms.
We also update and drive the public to the skin cancer content to ensure that no matter how someone accesses information, they are getting correct up-to-date information from board-certified dermatologists who know best. You can find a more detailed recap of last year’s Skin Cancer Awareness Month efforts in the AAD/A Impact Report. You can also see how well Your Dermatologist Knows works.
So indeed, the Academy’s public education efforts are substantial, and crucially, they work. I am proud of the work the Academy has done to ensure our patients have access to high-quality information, and that it makes it much easier for us to provide our patients with the quality care they deserve in our practices. Through the AAD’s robust public education strategy, we are able to take care of dermatologists so that they can take care of their patients…and practices.
Until next time, all my best,
Susan
AAD/A Impact Report
Read more about what the Academy is doing for you.
