Guiding Patients Through Social Media Trends

Social media has created a seemingly endless grove of entertainment and information, and its influence has even made its way into our dermatology clinics. It is not uncommon for my patients to cite a trend or viral video that they have seen on social media during their appointments. Whether it be a highly touted 7-step skincare routine, an expensive home device that promises measurable results in just weeks, or even skin texture expectations that not even the best TikTok filters can bring to life, social media can greatly change the landscape of patients’ skincare expectations and desired results.

Social media’s impact on patients is not always positive. These are just a few issues that inappropriate consumption of social media can cause:

1. Believing What’s Popular Instead of What’s Evidence-Based
   It can be convincing for people to believe what is popular or with positive accolades as what is true or factual. This can be seen if a video goes viral or if a trend is established. The trouble here is that sometimes these suggestions are not evidence-based or backed by scientific data. Patients can be vulnerable to this if they are looking for personal remedies online.
   Here’s the key: I don’t blame them. I understand why patients look to social media to get help. There are a lot of barriers to accessing consistent dermatologic care, so of course that leads people to try to self-diagnose and find remedies they can try at home.
   
   
2. Believing Marketers
   Various brands use social media to market their products with statements that are not FDA-approved and even sometimes not backed by science. With this bias, marketing is often motivated by sales and profit instead of evidence.
   
   
3. Believing Any Source
   Many “skin influencers” online are not board-certified dermatologists nor do they have credentials to be speaking on authority of certain matters. This can result in false information being shared to a large population.
   
   
4. Believing Doctor Internet
   Self-diagnosing something that’s not a problem when it is or reassuring oneself that something is harmless when in fact it is harmful are both extremes of the pitfalls of using the internet for dermatological care.
   
   
5. ChatGPT is Not Your MD
   Artificial intelligence (AI) summaries of internet content can helpful, but they are not a substitute for quality information from a board-certified dermatologist. AI creates summaries of information on the internet, and not all information is accurate. In other words, if you feed AI inaccurate information, it will produce for you inaccurate summaries. Garbage in, garbage out.

Here are my recommendations to navigate this new online landscape:

1. Use internet content as an educational experience only and do not apply it specifically to yourself without working with your doctor. An internet search is not a substitute for your own medical care, and this is usually stated in informational videos created by dermatologists on social media. Your dermatologist will know your medical history, prescriptions, supplements and more. They will customize a treatment plan for you based on all of these factors.
   
   
2. When you are consuming educational material, make sure it’s vetted. Some videos are backed by the American Academy of Dermatology, which is a reputable source, to name an example. Vetted dermatology foundations and organizations have dermatologists and media producers who provide quality educational content.
   
   
3. Check references for what you see and determine if the claim is backed by studies. Make sure videos and other educational content you consume cite peer-reviewed studies.
   
   
4. Look for media created by a board-certified dermatologist – the masters at dermatological conditions. Know who is speaking to you and if they have conflicts of interest (sponsorship by a product or device they are discussing).
   
   
5. If you are influenced by a video, bring it up at your office visit with your dermatologist for discussion to see if this information applies to you.
   

Social media is only becoming more important in modern day society and culture, so as dermatologists, it is essential for us to understand we can implement social media discussions effectively into our practice. After all, open communication is the foundation of the patient-doctor relationship.