Building a Digital Presence in Dermatology: Advice from Dermatologists in Social Media

Career Corner by the WDS Residents, Fellows, and Young Physicians Committee

Special thanks to Drs. DiAnne Davis and Fatima Fahs for sharing their insights and practical tips on how dermatologists can successfully navigate and grow their presence on social media. Dr. DiAnne Davis is a board-certified and fellowship-trained cosmetic dermatologist based in Dallas, Texas (Instagram: @drdiannedavis). Dr. Fatima Fahs is board-certified dermatologist and founder of the Dermy Doc Institute based in Southfield, Michigan (Instagram: @dermy_doctor).

What first motivated you to start sharing content on social media?

Davis – I started my social media account during my cosmetic fellowship. I had the honor of doing an ASDS-accredited fellowship under the direction of Mark Taylor, MD, and it was at that time that I realized there were so many myths about lasers and skin of color. I found that creating educational content on social media not only resonated with my patients, but with many people of diverse backgrounds that had questions about lasers and cosmetic treatments but were not sure where to seek out sound advice and guidance.

Fahs – I started my social media back in residency when I was looking for a creative outlet! I have a minor in art and really enjoy the creative process. As a new mom and PGY2 dermatology resident, I didn’t have the luxury of time to paint for hours in a studio anymore, so I found creating posts, taking pictures and educating online was enjoyable and exciting!

How do you balance social media with your clinical practice (i.e. what does a "day in the life" look like doing both clinical & social media work and how do you make time for both)?

Davis – I will be honest, the busier you get in clinical practice it can be challenging at times to balance both clinic responsibilities and social media. What has worked best for me is if I have patients that are happy to let me film in clinic during their treatments. With their consent, I am able to film content that does not require as much editing, versus me filming content of myself where I may end up doing multiple takes.

Fahs – I’ve realized with time that social media is truly another job and sometimes, it can feel like another daunting task to “complete”. On the flip side, social media has opened doors for me I never thought imaginable, so I take it seriously and try to devote some of my admin days to batch creating a lot of content at once to spread out and post throughout the week or month. I currently work 4 days a week in my private practice, take 1 day a week for admin work for my office and social media scheduling and then am a mommy to three kids 24/7. As you can imagine, no two weeks are the same! My most productive time of the day is actually in the evening, when the house is quiet and I can curl up on the couch with a blanket, some hot tea and my laptop!

What are some of the biggest challenges you have encountered in building and maintaining your following?

Davis – I think one of the biggest challenges I encountered was initially thinking that all of my content had to be "perfectly filmed." If I felt like the content wasn't "polished" or "professionally produced," it wasn't "good enough" for social media. I would find myself with tons of content in my phone, but too scared to put it out on social media. With time, I was able to get more comfortable, and I find now that some of my videos that are the least "polished" tend to do better than I anticipated. At the end of the day, sometimes you have to put out many different types of content and see what resonates with your audience the most.

Fahs – One of the biggest challenges of social media is realizing that you will likely not be liked by everyone! As a type A, people pleaser, this has been the hardest part. It’s very easy to be discouraged by hateful comments, but I continue to remind myself that so much good has come from having an online educational platform, including the ability to reach thousands of eyes to discuss important topics. I’ve had people message me saying they went in for a skin check because of a video I posted and had an early melanoma diagnosed, or others who learned they likely had hidradenitis suppurativa and finally sought the proper care to treat it. Social media is an incredible tool for education, and I try to keep that mission at the forefront of my mind, even when I don’t feel like continuing!

What advice would you give to residents or young dermatologists considering social media engagement?

Davis – My advice to residents and young dermatologists would be to have fun while you create your voice on social media while remembering that you are a physician, so it is best to give sound advice that you have researched and studied, versus doing content for "click bait." At the end of the day, you represent yourself and your profession, so always keep that in mind!

Fahs – I know this is cliché, but please keep in mind that everything you post online is permanent. If you wouldn’t want a future employer or your grandma to see what you’re about to post, then it may be better to avoid doing so. Have a trustworthy friend or family member preview any content that you might have apprehension posting to give you their honest opinion and feedback! Remember too that your integrity and your oath to do no harm should supersede any and all opportunities. Social media can also be a lucrative side hustle, but brands will take advantage of your credentials and no amount of money is worth selling out your degree for a product or endorsement that you wouldn’t truly make for your own patients.