SOCIAL MEDIA TIPS TO SPRUCE UP YOUR MARKETING

Ami Hemani shares her list of dos and don’ts for aesthetic medicine practitioners on social media.

People tend to rely on online reviews and seek advice on forums like Facebook communities when making decisions. Taking the value of public opinions into consideration, it is essential for dermatologists to establish a strong digital presence. Therefore, having a strong digital persona is essential for them.

Dermatologists can leverage social media as a robust resource to connect with patients and colleagues, enhance public awareness about skin health, and offer education regarding dermatological treatments and conditions.

Here are a few guidelines for dermatologists to follow on social media, including recommended practices and behaviours, as well as things to avoid.

DOS

Educate your audience: As a dermatologist, you can use social media to educate your audience about various skin conditions and treatments. It is an excellent way to reach a broader audience and spread awareness about common dermatological issues.

Share accurate and evidence-based information: It is crucial to share only accurate and reliable information with your followers. Always provide evidence-based information and cite your sources.

Engage with your followers: Social media is an excellent platform to engage with your followers and build strong relationships. Responding to comments and messages is a great way to build trust and credibility.

Maintain patient privacy: As a healthcare professional, it is your responsibility to maintain patient privacy and confidentiality. Ensure that you follow all the required guidelines and regulations.

Promote positive messages: Social media is an excellent platform to promote healthy skin practices and raise awareness about the importance of skincare.

Encourage patients to seek professional advice: Encourage patients to seek professional advice and avoid self-diagnosing or self-treating. It is important to emphasise the importance of seeking professional advice for skin conditions.

Build relationships/collaborate with other healthcare professionals on social media: Collaborating with other healthcare professionals can help you build a strong network and provide better care to your patients.

Use photos and videos to explain complicated concepts: Visual aids like photos and videos can help you explain complicated dermatological concepts in a simple and easy-to-understand manner.

Use social media to raise awareness about the importance of regular skin checks: Regular skin checks are essential for early detection of skin cancer and other skin conditions. You can use social media to raise awareness about the importance of regular skin checks.

Be professional and respectful in all your social media interactions: It is important to maintain a professional and respectful demeanour in all your interactions on social media. Always treat others with respect and kindness.

DON’TS

Don’t share personal opinions/derogatory comments about patients or other healthcare professionals: It is widely said that the Internet never forgets. As a healthcare professional, it is important to maintain a professional demeanour and avoid sharing personal opinions or making derogatory comments about patients or other healthcare professionals, especially on social media.

Don’t use social media to advertise or promote specific products or treatments for profit: Social media users expect honest opinions about products from doctors and influencers. Using social media to promote specific products or treatments for profit can be unethical and unprofessional, and it can be offputting for your followers.

Don’t diagnose or prescribe treatment without in-person consultation and examination: It is important to avoid diagnosing or prescribing treatment without proper in-person consultation and examination.

Don’t use patient photos without their consent and always protect their privacy: Patient privacy is of utmost importance and it is essential to obtain their consent before using their photos or discussing their cases on social media.

Don’t engage in inappropriate or unprofessional behaviour on social media: As a healthcare professional, it is important to maintain a professional demeanour and avoid engaging in inappropriate or unprofessional behaviour on social media.

Don’t respond to negative comments or reviews in a defensive/confrontational manner: Responding to negative comments or reviews in a defensive or confrontational manner can harm your reputation and credibility.

Don’t use social media to give medical advice to individuals who are not your patients: Providing medical advice to individuals who are not your patients can be unethical and unprofessional.

Don’t make promises about outcomes or guarantee results: Making promises about outcomes or guaranteeing results can be considered unethical and unprofessional.

Social media should only be used as a complementary tool, not as a replacement for in-person interactions. Relying solely on social media to communicate with patients can be risky and may compromise the quality of care provided.

About the author:

Ami Savla Hemani is a social media strategist, consultant, and trainer with vast experience. She has trained over 8,000 individuals, including corporate clients and medical professionals, and has been a visiting faculty member at NMIMS. She has received numerous awards and has been featured in 26 newspapers and magazines. In addition, she was interviewed by CNBC for their Tech Guru show. She has conducted multiple sessions for over 1,000 doctors across five cities in India.