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- Presentation
AAD Social Media Strategy for Dermatologists: Building Credibility, Authenticity, and Public Trust
Description
The speaker, Kara Dillick of the American Academy of Dermatology, explains how dermatologists can use social media to build credibility, authenticity, and public trust. She emphasizes clearly identifying oneself as a board-certified dermatologist in bios and posts, sharing personal training and professional stories, using evidence-based information, and respectfully correcting misinformation or dangerous trends without getting drawn into arguments. She also recommends thoughtful responses to criticism, while ignoring or moderating trolls and spam. Dillick highlights the AAD’s consumer strategy, “Your Dermatologist Knows,” which aims to position dermatologists as the leading experts in skin, hair, and nails, especially among women ages 25 to 35. The AAD supports this through warm, human-centered messaging, real dermatologist voices, and a platform for members to contribute. She closes by describing resources such as the social media toolkit, content worksheet, insider network, ambassador team, and correspondent program, encouraging dermatologists to engage with AAD channels and help lead health conversations online.
View moreConclusions
- Dermatologists can build trust online by clearly signaling their credentials, sharing their training story, and consistently presenting evidence-based information.
- Authenticity and relatable, human content are more effective than over-polished posts for creating credibility and audience connection.
- Misinformation about skincare should be corrected respectfully, with collaboration among dermatologists when needed and selective engagement with negative comments.
- The AAD’s “Your Dermatologist Knows” strategy successfully raises public awareness that dermatologists are the leading experts in skin, hair, and nails.
- The campaign appears especially effective with women ages 25 to 35, who are an important audience because they influence household health decisions and may overestimate non-physician expertise.
- The AAD’s social media efforts have achieved substantial reach, indicating that dermatologist-led education can scale effectively on major platforms.
- Members are more likely to amplify the specialty’s message when the AAD provides toolkits, worksheets, ambassador roles, and direct social media support.
- A unified, consistent specialty-wide message delivered by real dermatologists is presented as the best way to strengthen public perception of dermatology.
- American Academy of Dermatology Association. “Dermatology in the Digital Era: Building Trust, Reputation, and Reach,” The AAD Perspective: Professionalism, Policy, and Member Support, 2026 AAD Annual Meeting.
- American Academy of Dermatology. “Building authority.”
- American Academy of Dermatology. “Positioning yourself as an expert.”
- American Academy of Dermatology. “Combatting misinformation.”
- American Academy of Dermatology. “Authenticity.”
- American Academy of Dermatology. “Your Dermatologist Knows.”
- American Academy of Dermatology. “Our goal.”
- American Academy of Dermatology. “Objectives.”
- American Academy of Dermatology. “Strategies.”
- American Academy of Dermatology. “Audience.”
- American Academy of Dermatology. “How to get involved.”
- American Academy of Dermatology. “AAD Social Media Toolkit.”
- American Academy of Dermatology. “Developing a Social Media Video Worksheet.”
- American Academy of Dermatology. “AAD Social Media Ambassador Team.”
- American Academy of Dermatology. “AAD Social Media Correspondents.”