Dermatology: Social media in daily practice
In 2025 dermatologists must redefine clinical practice through social media, podcasts and digital tools.
A new frontier for the patient journey
Chair Alexander Zink (Munich, Germany) reminded the audience that dermatology has always been highly visible, but in the digital era visibility has shifted from clinic walls to smartphone screens. Up to 90% of patients with atopic dermatitis now search online before or after appointments, and their queries often shape the questions they bring to consultation.
This phenomenon, known as social listening, allows dermatologists to capture real-world concerns. Prof. Zink illustrated how trends in Google searches mirrored data from the Swedish atopic dermatitis registry, confirming that digital epidemiology can supplement classical research. Acne dominates online conversations, followed by eczema and psoriasis, while rarer diseases struggle for attention.
The implication is double-edged: on one hand, dermatologists gain unprecedented access to patient priorities; on the other, absence from these channels leaves a vacuum that non-experts readily fill. Prof. Zink also pointed to the fast rise of AI companions and influencers, predicting that tools like ChatGPT will increasingly intermediate the patient–doctor dialogue. For the profession, this is both a challenge and an opportunity.
How to be a successful derm influencer
Dr. Karlijn Clarysse (Antwerp/Brussels, Belgium) tackled a central paradox: despite dermatology’s strong online presence, only 4% of dermatology content is authored by board-certified specialists. The gap is filled by beauty bloggers, wellness coaches and commercial actors.
Clarysse presented analyses of psoriasis-related YouTube videos, many of which promoted unproven or harmful remedies. For her, this is not a reason to retreat but a call to engage. Social media, she argued, can be a public health tool when used responsibly.
Her advice was pragmatic: select platforms according to goals (Instagram and TikTok for public outreach, LinkedIn for professional networking, YouTube for education), define a niche, and prioritise authenticity.
Consistency in posting matters, but so does transparency about financial ties and brand collaborations. By modelling professional behaviour, dermatologists can stand out in a crowded space while safeguarding credibility. Dr. Clarysse concluded with a challenge: “If we do not fill the digital space with evidence-based voices, others will, and patients will follow them”.
Podcasts: intimacy and global reach
Switching the focus to another format, Dr. Hassan Galadari (Dubai, UAE) described podcasts as the “slow media” of dermatology: accessible, portable and conversational. With more than 500 million listeners worldwide, podcasts are becoming part of everyday life.
For dermatologists, the medium offers unique advantages. Listeners often engage while commuting or exercising, creating a sense of intimacy absent in other formats. Production costs are modest: a microphone, editing software and a clear concept are enough to start.
Dr. Galadari suggested practical strategies: pair with a co-host to maintain energy, interweave clinical content with personal narratives, and cultivate a recognisable brand identity. Popular formats include patient education, debunking myths and exploring the human side of dermatology. The key is to strike a balance between scientific rigour and accessibility, ensuring that the authority of the specialist enhances rather than stifles the conversation.
Ethics, professionalism and self-protection
The final lecture by Dr. Alia Ahmed (London, UK) highlighted the risks that accompany opportunity. She mapped a landscape where enthusiasm can quickly turn into liability.
Posting patient images without explicit consent, even when anonymised, remains a breach of ethics. Engaging in private messages with patients blurs professional boundaries. Responding emotionally to trolls or hostile comments can escalate conflict.
Dr. Ahmed advised dermatologists to adopt standardised replies for direct patient queries, redirecting them to formal clinical channels. She also encouraged colleagues to curate their own online identity, clearly separating personal from professional content.
Another danger is often overlooked: burnout. The demand for constant posting, coupled with exposure to criticism, can affect mental health. For Dr. Ahmed, self-care is not ancillary but central to sustaining a digital presence. “If we are depleted,” she noted, “we cannot serve our patients, online or offline.”
Beyond patient education: the profession online
During the Q&A, discussion expanded beyond individual practice. Patient organisations were highlighted as essential allies: their platforms amplify evidence-based content and provide community support.
Several academics pointed to the value of social media for scholarly communication. Posts summarising trial results or guideline updates, when crafted accurately, can reach wider audiences than traditional journals.
Dermatologists also described using closed groups for peer-to-peer exchange, where cases, protocols and teaching resources are shared across borders. This dual role, educating patients and connecting professionals, positions social media as both a clinical and academic ecosystem.
Shaping the digital future of dermatology
Social media will not disappear; its influence on dermatology is already profound. The question is not whether dermatologists should participate, but how.
The collective message from Zink, Clarysse, Galadari and Ahmed was clear: dermatologists must occupy the digital space deliberately and ethically. By listening to patients online, creating reliable content, experimenting with new media and safeguarding boundaries, they can transform social platforms into tools for care, education and collaboration.
As EADV 2025 demonstrated, the digital frontier is not an optional add-on to clinical work. It is an integral part of the patient journey, and dermatologists who embrace it will help shape a more informed, connected and resilient specialty.
- Zink A. Impact of social media on patient care. Session “Social media in my daily practice” (Session ID D3T03.2A), EADV Congress 2025, Paris/Virtual, 19 Sept 2025, 10:15–10:35 CEST.
- Clarysse K. How to be a successful derm influencer. Session “Social media in my daily practice” (Session ID D3T03.2B), EADV Congress 2025, Paris/Virtual, 19 Sept 2025, 10:35–10:55 CEST.
- Galadari H. Successful podcasts. Session “Social media in my daily practice” (Session ID D3T03.2C), EADV Congress 2025, Paris/Virtual, 19 Sept 2025, 10:55–11:15 CEST.
- Ahmed A. The don’ts in social media. Session “Social media in my daily practice” (Session ID D3T03.2D), EADV Congress 2025, Paris/Virtual, 19 Sept 2025, 11:15–11:35 CEST.