The Power of Social Media for Dermatology Practices: What You Should Know

By Brandy Korman, MBA – Originally appeared in ASDS Currents Magazine VOL. 2025 ISSUE 1

In today’s digital landscape, having a social media presence is essential. With most patients searching online for services and recommendations related to their health, your practice’s social media can serve as a powerful tool to build trust, educate patients and grow your business.

Why Social Media Matters for Dermatologists

  • Enhanced Visibility — Platforms like Instagram and Facebook make it easy to showcase your expertise, build credibility and reach new audiences.
  • Patient Engagement — Social media allows for real-time communication, helping you answer common questions, provide advice and connect with patients on a personal level.
  • Educational Opportunities — Share valuable information about skin care, treatments and innovations to position yourself as a thought leader.
  • Cost-Effective Marketing — Social media often provides a better return on investment than traditional advertising methods.

Best Platforms for Dermatology Practices

  • Instagram — With its visual-first focus, Instagram is ideal for showcasing before-and-after photos, skin care tips, and videos of minimally invasive procedures. Utilize Stories, Reels, and carousels for higher engagement.
  • Facebook — This platform is excellent for community building and sharing longer-form content like blogs, patient testimonials and practice updates.
  • TikTok — A growing platform for younger demographics, TikTok is perfect for short, engaging videos explaining skin care myths, sharing quick tips or giving behind-the-scenes glimpses into your practice.
  • YouTube— For more in-depth educational content, YouTube is a great place to describe skin conditions, explain procedures you perform and host expert interviews.
  • LinkedIn — For networking and connecting with other professionals in the field, LinkedIn can position you as an industry leader and attract B2B opportunities.

Content That Performs Best

  • Before-and-After Photos — Showcase your results with high-quality, HIPAA-compliant photos of treatments like acne reduction, chemical peels or injectables. Be sure to have patients’ photographic consent.
  • Skin Care Tips — Share bite-sized, actionable advice on topics like sunscreen use, surgical wound care or seasonal skin care routines.
  • Educational Videos — Create content that demystifies treatments, explains dermatological conditions or offers insights into the latest trends in dermatology.
  • Patient Testimonials — Testimonials build trust. Feature reviews or video clips of satisfied patients (with their permission).
  • Behind-the-Scenes Content — Give followers a glimpse into your practice with posts about your team, a day in the life of a dermatologist or the latest technology you’re using.
  • Seasonal Campaigns — Tailor posts to address seasonal skin care needs, like winter dryness or summer sun protection, or align with national months such as Skin Cancer Awareness Month in May.

How to Find Your Ideal Posting Times

  • Analyze Insights — Use platform analytics to see when your followers are most active and schedule posts to publish at that time.
  • Test and Refine — Experiment with different posting times and track engagement metrics.
  • Consider Audience Demographics — Posting might be most beneficial when your followers are most likely to be using social media. For example, professionals might be more active during lunch breaks, while younger audiences are online in the evening.

A strong social media presence can revolutionize the way your dermatology practice engages with current and potential patients. By choosing the right platforms, creating engaging and educational content and optimizing your posting schedule, you can attract new clients, retain existing ones and position your practice as a trusted authority in skin care.

If you’re not leveraging social media yet, now is the time to start! If you need help creating a strategy tailored to your practice, reach out to marketing professionals who understand the unique needs of the dermatology industry.

Brandy Halsam CEO of Imagebloom

Brandy Korman, MBA

Brandy Korman is founder and CEO of ImageBloom, Inc., a boutique marketing agency solely focused on delivering innovative solutions for medical practices that elevate brand presence and drive meaningful growth.

Learn more at imagebloom.com or email info@imagebloom.com.