Educating the public — 2020 snapshot

In 2020, we pivoted our communications efforts to better respond to the real-time needs of the public brought on by the pandemic. While we shifted our efforts, our goal of positioning dermatologists as the experts — even during unprecedented times — never changed. By adapting our traditional messaging to resonate with the public when COVID-19 dominated the media (and everything else), we continued to reach millions of individuals seeking information on their skin, hair, and nail conditions through our various communications channels.

19,000 stories in the news

Media relations efforts garnered nearly 19,000 media placements that were seen more than 36 billion times — an Academy record. Our media placements increased 43% from 2019.

YouTube — 91,000 subscribers

Our YouTube channel, which features the Academy’s Videos of the Month, has more than 91,000 subscribers — a 429% year-over-year increase from 2019. In 2020 alone, our Video of the Month content was viewed more than 8.1 million times.

Following of over 251,000 in social media

@AADSkin social media accounts increased in total following by 19% (gaining 40,000+ new followers), bringing us to a total following of more than 251,000. Our Instagram following grew by 79%.

AAD.org — over 41 million page views

The robust public education content at AAD.org/public attracted more than 25 million individual visitors in 2020, who logged more than 41 million pageviews.

So where are we headed this year?

Six months into 2021, we continue to track promising analytics that reassure us we’re reaching the public and educating them on the importance of seeking care from a board-certified dermatologist for their skin, hair, and nail conditions.

We will be sharing a 2021 year-in-review of our performance in a future issue of the Impact Report!