Social media has transitioned from relationship builder to side hustle and now, a full-on facet of daily life. Those who work in the medical industry, including dermatologists, are not exempt from this. In fact, having a solid social media account for your dermatology practice can be make or break. Understandably, many physicians are wary of ethical missteps or how social media could negatively impact their reputations. However, there are ways to engage with the public from a professional level that could be beneficial.
One of the first questions any dermatologist should ask themselves before creating a social media account is, “what do I want to get out of this?” Are you looking to increase brand awareness? Do you want to promote products? Offer opinions or services? Dispel myths? How about sharing the latest studies and research? The answer will assist you in defining the type of online presence you want to have. In addition, it will help you narrow down the best potential medium(s) for portraying your practice.
Below, we’ll discuss why every dermatologist should have a social media account, from creating greater practice awareness to finding their ideal patient.
Build Trust and Credibility
When it comes to managing one’s reputation, social media is an effective tool for controlling your professional image. It offers an opportunity for you to provide authenticity and transparency about your practice, unlike third-party review sites or public forums. In turn, your audience—who’s likely basing their decisions on what they read online—will have a more accurate depiction of your dermatology practice.
When establishing trust and credibility online, here are some key points to remember:
- Be honest
- Be knowledgable
- Stick to your core values
- Share positive patient experiences
Gain Greater Visibility
One of the benefits for dermatologists who have a social media account is greater visibility. Struggling with reaching new patients? Start by meeting them where they spend the most time—online. Getting more eyeballs on your practice can result in greater reach, leads, and, ultimately, more money. Social media platforms such as Facebook, for example, even allow users to target potential clients by age, gender or zip code. This tactic could boost a dermatologist’s chances of having an ideal candidate select their practice.
Improve the Doctor-Patient Relationship
When discussing social media, a common misconception is that it’s all about self-promotion. The goal really should be engaging and building a sense of community. Make sure that you’re always listening to your audience, sharing knowledge, and offering a solution when appropriate. With good engagement, you’ll likely see an increase in followers, leading to a greater volume of clients for your practice. In addition, actively and regularly engaging with your audience allows you the unique opportunity to keep connecting with patients even after they’ve left the office.
Educate Your Audience
One of the perks for social media users is having immediate access to information. In turn, healthcare professionals and organizations can just as quickly give updates on new technologies, share findings with colleagues, inform the public on advancements in the medical industries, changes to their practice and more. It can also serve as a platform to help dispel medical myths or misinformation regarding the dermatology industry.
Stay Relevant
Aside from likes and comments, it can sometimes be challenging to gauge how people really feel about your practice. This is where “social listening” comes in. This strategy allows you to track every time your name or practice is mentioned. In addition, you can keep up with conversations that are relevant to your field. This provides unique insights into how your account is being perceived and how the public feels about a particular issue. When a dermatologist receives these real-time metrics, they can then implement changes to their practice or strategy accordingly.
