Social Media, Social Media Management

Social Media Marketing for Dermatologists: Grow Your Practice

By Hugo Fernandez
Social Media Marketing For Dermatologists

Social media marketing for dermatologists: what a niche topic! However, our world is fascinated by social media, and skincare routines are incredibly popular on social media.

Facebook, Instagram, and TikTok have turned into some of the biggest platforms for digital marketing. Social media offers a great opportunity to spread the word about your business. You have the potential to get massive reach, and it is an exceptionally user-friendly platform for marketing.

Dermatologists have a lot to gain from using social media. Regularly posting interesting and relevant content allows you to gain followers who could potentially become patients or referral sources. You can use content to gain trust and make a great first impression of your practice to new audiences.

If you’re a dermatologist who wants to break into the social media sphere and see results for your practice, then you’ve come to the right place.

Let’s look at the different platforms and best practices for social media marketing for dermatologists.

Instagram for Dermatologists

Instagram is a world of visual content. Everything is image and video-based, although captions are also a part of the game. Instagram is a great place to market your dermatology practice, especially since skincare is all the rage and has a huge following on Instagram.

On Instagram, there are thousands upon thousands of photos being uploaded daily. Therefore, your biggest task is to get people to notice your posts. For you to be successful on the platform, people need to stop and look at your posts when they scroll through their feed. So how do you stand out?

social media marketing for dermatologists
Instagram feed of dermatologist Dr. Tanya Kormeili.

One tip is to make sure you upload quality content. Don’t post grainy photos or cheesy clipart images. Try to mix your feed up and upload things that may interest your audience. You can upload before and afters, publication material, creative shots of procedures you offer, or pictures of your team or office.

Check out Dr. Tanya Kormeili’s feed above – she has a great mix of material as well as high-quality images of herself. Remember, the best way to stand out is to let YOU shine through your social media feeds. People love to see the face behind the page.

Another tip is to make friends with different influencers. Influencers are the kings and queens of Instagram, and often generate hundreds of thousands of likes per post. They have a wide reach and a loyal following. Strike a deal with a local influencer – they can promote your dermatology business in exchange for your services.

Facebook for Dermatologists

Facebook is the granddaddy of all the social media platforms we’re going to talk about. It’s the oldest among the three platforms and is the most well-known. There are billions of people who use Facebook and it has a wide demographic – you can connect with both young and old. However, the largest age group on Facebook is 25-34 (about 30%). Keep this in mind when you post content on Facebook.

Facebook is best used as a marketing tool when you take advantage of its many features. Going “live” and using video is a huge part of this. Video has become the most successful posting format on social media – it gets the most engagement and reactions.

Going live is a great idea for dermatologists because it allows your audience to see raw, unedited footage of you and your practice. This establishes trust because your audience feels like they see the real you, not just what you want them to see. You can go live to talk about different procedures you do, tips on how to avoid skin problems and introduce yourself and your staff to your audience. The best part about live videos is that people who are watching can comment “live” as well, so you can answer questions and interact with them on the spot!

social media marketing for dermatologists
Facebook feed of dermatologist Dr. Fazeela Abbasi.

Other ideas for Facebook posts for dermatologists are photos of you with your clients, videos of procedures being done, and before and afters with a paragraph to go along with it to educate. Many people find skincare procedures extremely interesting, so the more you can show, the better!

Facebook is the best when it comes to social advertising and lead generation. If you do your ad well then you can turn leads into actual customers. Facebook has a highly effective system for targeting its ads, so you only show them to people who are likely interested in your business. Their ads are customizable, which makes paying for one a great investment.

TikTok for Dermatologists

Meet our third social media platform, TikTok: the platform for punchy, relevant videos. Think of it as the black hole of never-ending-mindless-zombie scrolling (you know what I mean).

TikTok is a video-sharing platform where users can post videos ranging from 15-seconds to 3-minutes. Its rapid style video format isn’t only for lip-syncing and dancing challenges, but they are undeniably two of its most popular types of posts.

It’s also good to note that TikTok’s creators are also using the site to speak about controversial issues, advocate for change, and educate their audiences on topics ranging from healthcare to accounting.

Dr. Joyce Park Tiktok feed
Dr. Joyce Park TikTok Feed

What’s great about TikTok is how niche it is compared to Facebook, and how much more authentic the content is compared to Instagram. It’s a fun, no-commitment platform where skincare junkies go to get dermatology advice.

Contrary to what we think, TikTok considers itself more of an entertainment business than social media platform. TikTok sees its competitors as Netflix, Hulu, and HBO Go, not Snapchat or Facebook.

Users can easily create an entertaining yet educational feed, and still reach thousands of users, all thanks to its powerful algorithm that rewards content accordingly. It’s no coincidence that skincare experts and knowledge seekers alike benefit from bite-size information packaged like your favorite 30-second TV show.

If you think TikTok isn’t where your target audience is (age-wise, at least), think again. Antonia Baildam, TikTok’s head of brand partnerships for beauty, revealed that they saw a recent increase in its demographics. A recent survey revealed that 67% of their worldwide audience is over 25. This is unsurprising given TikTok’s unique selling point: quick, bite-sized videos.

Not only that, TikTok’s new ‘edutainment’ mission statement includes a shift towards education with the #LearnOnTikTok campaign.

There is a passionate cult following on TikTok for all things skin (#SkinTok), making it a great place for you to engage with your audience, and give them value by educating them on anything dermatology-related, and position yourself as an authority.

The brand awareness you get on TikTok will help boost sales and show you as a credible source of information and services.

A tip to maximize this platform is to jump on the various trends, create videos debunking skincare trends, educate them on skincare products, give a tour of your clinic, or even show the services you offer. You can even feature your patients with before and after videos (just make sure you get permission).

TikTok is truly a great platform you’ll want to take advantage of!

Guidelines to Successful Social Media Marketing for Dermatologists

Now that we’ve looked into the top three social media platforms, let’s talk about social media marketing best practices. Here are some of the general rules of social media marketing to follow when using any platform.

  • Be a professional: When using your brand’s social media accounts, be sure to keep everything classy. Don’t post things that are not relevant to your account’s purpose. When interacting with people online, keep in mind that it’s visible to everyone. Even private messages have been known to go public if a person doesn’t like what a business said to them – screenshots of the conversation are posted and the business gets a bad rap. If an interaction isn’t positive in nature, be sure to handle it with grace and class.
  • Know your audience: As a dermatologist, you should already know who your target market is. Aim to please them as opposed to pleasing everyone. Think: what would my ideal client like to see? What’s interesting to them? What pain are they experiencing? If you post with this in mind, you’ll start attracting the people who are relevant to your business.
  • Consistency is key: This applies to so many things – how often you post, the type of content you share, and the look of each account. Your profile images and banner images should be high quality and on-brand, and similar across platforms if they’re not identical. Remember, every account is an extension and representation of your business. All of your accounts should complement each other and reflect your practice.
social media marketing for dermatologists
We created consistent banner and profile images for our client, Pure Dermatology Denver.
  • Balance and connect: Balance your time when using these platforms. Choose one or two, or if you really want all of them to grow, be prepared to dedicate a significant amount of time to each over the next couple months. And don’t forget the most important part of social media marketing: be social! When people comment, respond conversationally. When someone follows you, follow them back. If you get a retweet, comment on their post. Many businesses don’t take full advantage of social media because they’re just throwing content to the wind and not bothering to genuinely connect with their audience. Every user online is a real person behind the screen – get to know them!

If you build your credibility online as a dermatologist, you will see the results sooner or later. Statistically, chances are that all of your future patients are hanging out on social media.

Conclusion: Social Media Marketing for Dermatologists is Essential!

Establish who you are and what you represent in order to gain results from social media. It may seem like a small thing, but it can help your brand grow big time. Try out these “social media marketing for dermatologists” tips and best practices and let us know how it goes!

Happy marketing!

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