Every doctor stays current in their field, reading journals and research. But how much do you know about the broader dermatology industry? Do you know who the top online influencers are on platforms like Instagram and TikTok?

Dermatology is a visual specialty and it should come as no surprise that there are scores of doctors generating social media content, some of whom have massive audiences. Why is it worthwhile to monitor what these doctors are saying? Because these doctors, and others like them, are very likely influencing and educating your patients.

When patients come into your office asking about treatments and technologies like laser and light-based therapies, microneedling, platelet-rich plasma, or non-invasive body contouring, they have often heard about them online. Patients who want treatment for common conditions like acne, scarring, eczema or psoriasis often go to social channels first in order to learn.

The Self-Educated Consumer

Indeed, a Swiss study of dermatology patients in 2020 showed that more than 8 out of 10 (82%) use the internet to obtain medical information and that about 1 in 6 (16%) consider it their most important source. Yet fewer than 1 in 10 (9%) said their dermatologist raised the subject of internet-based information with them.

Knowing the influencers in your space and staying current on their content is smart business because it equips you to deal with an educated consumer. You can anticipate what your patients are hearing, answer their questions, dispel myths and better determine what patients need to hear before undergoing treatment.

Tracking the influencers in dermatology can also be smart marketing. If you create content around your services, or aspire to do so, it can provide inspiration. It also allows you to see areas where information is scarce and perhaps fulfill a need. In a world where as many as half of new patients might look up a doctor on social media before booking a consultation for an aesthetic medical treatment, social media is going to be far more important for many practices in coming years. Learning who is doing it well, and the approaches they use, is time well spent.

Top Dermatologists to Follow

Monitoring top influencers in dermatology is not difficult. Simply follow them on Instagram or other platforms and then make time to look at what they release. It will not take long to identify individual styles, popular subjects and trends. To get you started, here are 10 doctors from California to New York who are top influencers in dermatology, along with their Instagram handles. Some also have a major presence on other platforms, such as YouTube and TikTok.

• Dr. Annie Chiu (@anniechiumd) is a board-certified dermatologist and founder of The Derm Institute in Redondo Beach, California. She is an expert in non-invasive cosmetic dermatology and aesthetics.
• Dr. Doris Day (@drdorisday) is a board-certified dermatologist and media personality, known as an aesthetics expert and designer of science-backed skin care products.
• Dr. Jeanine B. Downie (@jeaninedownie) is a board-certified dermatologist, lecturer and co-host of The Gist, a YouTube show that discusses inclusivity in aesthetics and treatment approaches for practitioners.
• Dr. Michelle Henry (@drmichellehenry) is a board-certified dermatologist and founder of Skin & Aesthetic Surgery of Manhattan in New York, who specializes in Mohs, laser and cosmetic surgery.
• Dr. Ranella Hirsch (@ranellamd) is a board-certified dermatologist and founder of Atolla (now part of Function of Beauty), a skin care system that creates custom products with virtual guidance to support users.
• Dr. Shereene Idriss (@shereeneidriss) is a board-certified dermatologist, online educator and media personality who created the PillowtalkDerm line of skin care products.
• Dr. Sandra Lee (@drsandralee) is a board-certified dermatologist and social media personality, known as “Dr. Pimple Popper” for her expertise in treating acne and performing extractions. Her social media reach extends to millions of people. She has more than 16 million followers on TikTok alone.
• Dr. Ava Shamban (@dravasays) is a board-certified dermatologist and author with a practice in California. Often referred to as a “celebrity dermatologist,” she has made many television appearances on CBS’s The Doctors and ABC’s Extreme Makeover.
• Dr. Heather Woolery-Lloyd (@drheathermd) is a board-certified dermatologist and founder of Derm Friends, a platform that helps people select skincare products. She has a private practice in Florida and serves as director of the Skin of the Color Division at the University of Miami Department of Dermatology.
• Dr. Joshua Zeichner (@joshzeichnermd) is a board-certified dermatologist and director of cosmetic and clinical research in the Dermatology Department of Mount Sinai Hospital in New York City.

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