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Presentation

Using Social Media to Combat Misinformation and Promote Dermatology Expertise

Description

The speaker, a board-certified dermatologist, pediatrician, and Mohs surgeon, explains how he came to embrace social media after initially dismissing it, realizing it had become a major battleground for public health and a key place where patients seek medical advice. He emphasizes that misinformation spreads quickly online, and because many people now turn first to social media for health information, dermatologists need to be present there as credible experts. He shares practical guidance for creating effective content: plan topics in advance, batch-create posts, engage daily, choose platform-specific formats, and use simple equipment like good lighting, a microphone, and a tripod. He also stresses the importance of clearly establishing credentials, using evidence-based messaging, staying respectful when correcting myths, collaborating with other dermatologists, and focusing on credibility and consistency rather than popularity. The talk highlights the AAD’s "Your Dermatologist Knows" campaign, which aims to improve public understanding of dermatologists’ expertise in skin, hair, and nails, with especially strong impact among women ages 25 to 35. Survey and engagement data suggest the campaign has significantly improved public perception and shows that social media and web platforms are essential for reaching audiences and combating misinformation.

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Conclusions

Social media has become a critical battleground for public health because health misinformation spreads quickly and many people seek medical advice there first.
Dermatologists need to be present on social platforms to fill the information vacuum left by non-experts and misleading influencers.
Effective social media success depends more on credibility, consistency, and engagement than on follower counts or viral popularity.
A structured content plan—quarterly themes, monthly calendars, weekly batching, and daily engagement—makes social media creation manageable.
Using platform-appropriate formats, simple equipment, and strong opening hooks can make educational dermatology content more effective.
Dermatologists should visibly establish their expertise online by identifying their credentials, sharing evidence-based information, and correcting misinformation respectfully.
Collaborating with other dermatologists can amplify accurate messages and help counter recurring myths and harmful skincare trends.
The 'Your Dermatologist Knows' campaign appears to have successfully improved public recognition of dermatologists as the leading experts on skin, hair, and nails.
Women ages 25 to 35 are an especially important audience because they are increasingly making household health decisions and are active social media users.
Most skin-health information is still found through searches and websites, but social media remains a major channel that dermatologists must use to reach the public where it is already looking for guidance.

American Academy of Dermatology Association. "Your Dermatologist Knows" campaign materials and presentation slides.
American Academy of Dermatology. "Combating misinformation" presentation slide.
American Academy of Dermatology. "Sources of Stories Regarding Skin Health in 2025" survey slide.