PracticalDermatology

Today’s top cosmetic dermatologists must be clinically proficient, on top of all the latest developments in this fast-paced field, and media savvy. It’s a lot, and few do it as well as New York City dermatologist Paul Jarrod Frank, MD, also the author of several books including the recent The Pro-Aging Playbook: Embracing a Lifestyle of Beauty and Wellness Inside and Out.

Dr. Frank, founder of PFRANKMD, chatted with Practical Dermatology® magazine about the secrets to his success and shared how he made the painstaking decision to go public with his COVID-19 experience.

How did you become a social media phenom?

Paul Jarrod Frank, MD: My practice developed over the more classical publicist and editorial print type of approach. I refrained from social media and the digital world at first, because I thought my patient population wasn’t the target audience. I eventually realized how wrong I was. There is so much content out there, and what this really demands is authenticity and education.

How do you decide on content?

Dr. Frank: I always try to promote things that other people can’t do. A lot of people can inject Botox, but I can offer combinations, because I have a lot of technology and a full palette of options. If you only have a hammer, everything looks like a nail.

How do you decide which technologies to offer patients?

Dr. Frank: I work directly with a lot of these companies during the development stages. Newer is not always better. I try them on family, friends, and VIPs before I start using a new therapy or device in the practice.

What technologies are you most excited about now?

Dr. Frank: BTL’s Neo addresses the holy grail of what we want to provide: fat reduction and muscle stimulation. Theoretically, it can help tighten skin, as well, so it takes things to the next level for body sculpting. It’s a convenient all-in-one device.

We are still mixing and matching devices in my practice, but a lot of cosmetic dermatologists don’t have the 30 technologies that we do, so this all-in-one device will serve the market well.

Do you let people into your personal life on social media?

Dr. Frank: I shared my experience with COVID-19 on social media. I also share my cooking and my dog, but I have a strict no-children policy.

Why did you decide to “go public” with your COVID-19 diagnosis?

Dr. Frank: It was a huge decision that caused confusion in my mind before I did it. No one was talking about COVID-19 at the time. We knew so little then.

I asked the opinion of people close to me who all said not to share because of fear of persecution, but I had to go with my gut. I knew this would be of value to people. I had no idea the enormous amount of positive feedback I would get.

Going public with COVID-19 helped me put my foot to the pedal in terms of how I looked at social media and my brand. My brand is about authenticity and education.

Any tips for colleagues who are looking to up their social media game?

Dr. Frank: Don’t do it because you think you have to. Do it if you are going to be authentic. Unless you plan to curate an audience, why create the content?

I spend 20 to 30 additional hours a week on marketing, publicity, and the development of my brand. You have to love it. People really think that you can hire a publicist and be a famous dermatologist, but it takes an army.

You have to make your own plan, set goals, and consider what you want from a publicist or social media manager. You have to be the creator of the visual content. I am the idea man. I am the content creator. Everyone else helps me bring these ideas to life.

You also have to keep up with the changes. It’s Facebook one day, Instagram the next, and now, it’s Tik Tok. Stay nimble and adaptable.