Is social media a waste of time for doctors or a chance to correct medical misinformation?

I’ve enjoyed social media since the days of Friendster and MySpace, and I’ve spent more time than I’d like to admit on Twitter. But I always avoided Instagram and TikTok because they seemed geared toward people who wanted a platform to sell products or their personal brand.

But after nearly 10 years, I’ve moved to a new dermatology practice and I’m starting to reconsider. Maybe I do need to use social media to better reach new patients — and to counter some of the medical misinformation swirling online.

Sandra Lee (aka Dr. Pimple Popper), a top Instagram dermatology influencer with a successful TLC show, has made dermatology part of the public discourse in a way most doctors can’t. When a patient comes in for cyst removal, sometimes all I have to say to explain the process is: Have you watched Dr. Pimple Popper? Immediately they understand what I mean. Some of my peers may think channeling an Instagram doctor to explain medical procedures might undermine their own expertise. But I think Lee has made our work more relatable and accessible.

Recently, a friend started sending me links to other top TikTok and Instagram dermatology influencers’ accounts and urging me to get into the fray. So many of these posts are highly edited, synced to music, or promoting questionably beneficial products. Do I really want to jump into this murky pool?

I’ve been fascinated for years by how people get information from social media and wondered about the quality of that information. My research team has observed, for instance, that only 3% of dermatology influencers on Instagram are actual board-certified dermatologists.

Technology has expanded our reach to information — and misinformation. The last thing I’d want to do is shame a patient for using “Doctor Google” or social media to get advice. I get it, it’s a tool. It makes sense that patients look things up for themselves. When patients tell me they looked something up, they are telling me they’ve felt desperate and vulnerable.

There’s a meme among doctors that says, “Please do not confuse your Google search with my medical degree.” I despise that attitude. Patients who Google things aren’t trying to be disrespectful, but they may have trouble knowing what sources to trust.

And when people don’t know whom to trust, they can easily be swayed by the information that is simply the most accessible or the most engaging, which often isn’t reliable. For instance, our team did a study of parenting blogs discussing sun protection and found that posts questioning sunscreen use or even encouraging tanning got much more engagement than those recommending sunscreen. My takeaway from our findings is that doctors’ instinct to scold or shame patients into taking care of their health can come off negative and condescending — and drives away people when we need to earn their trust.

I’ve seen, and research has shown, that people respond to positive, humorous posts, and are more likely to pay attention to celebrities and influencers such as Dr. Pimple Popper. It’s a power and a responsibility, and we need more board-certified expert influencers sharing sound medical advice.

As I try to figure out how best to meet patients where they are, especially young people, I see popular social media platforms such as Instagram and TikTok as entry points. They are far from perfect, but the fact is, that’s where people are looking for advice. Figuring out how to be heard and seen above the swamp of commentaries, promotions, and overly complicated skin-care regimens will be a challenge, but I’m willing to give it a shot.

Jules Lipoff is a board-certified dermatologist at Advanced Dermatology and Cosmetic Surgery, a private practice in Manayunk/Roxborough. Follow him on Twitter, Instagram, and TikTok (when he gets the courage to post a video) at @juleslipoff. His website is www.juleslipoff.com.