Stress, Skin, and Crafting Low-pressure, Valuable Content

Stress has been described as a health epidemic and as a growing and significant global burden more times than one could begin to count.1 And in its most recent Stress in America™ 2025 survey, the American Psychological Association and The Harris Poll reported a “notable rise” in the percentage of adults who said they could have used more emotional support over the prior year, increasing from 65% to 69%.2 Interestingly, technology was identified as a new and soaring source of stress. Specifically, 69% of the more than 3,000 adults surveyed cited the spread of inaccurate or misleading information as a significant stressor. In comparison, 57% said the same about the rise of artificial intelligence (AI), up considerably year-on-year from 49% in 2024.

What does all of this mean for your practice and how you market and communicate to your patients? Skin-related manifestations of stress and how you, as a practice, identify and manage the effects of poorly controlled stress are worthy topics and sources of meaningful content for your website and other platforms. Additionally, by exploring such meaningful issues, you are potentially using digital platforms for good. With trusted, authoritative, people-first, and authentic content, you can leave a positive mark on the information landscape. You are not contributing to the widespread misinformation and onslaught of “AI slop” that likely has so many of your patients and community members stressed and worried about the future, as well as increasingly skeptical of anything that they read, view, or listen to online.3

ADDRESSING STRESSED-OUT SKIN IN CONTENT

When search engines value content, it ranks well and is visible to users.4 Content rewarded in this manner is generally helpful, empowering, engaging, and educational. It, too, provides value to the consumer. Introduce readers or viewers to the skin-stress connection. Explain how stress can show up on the skin, nails, and hair in a straightforward manner. Focus on the key points without getting lost in complex science, while ensuring that any information regarding cause and effect is precise and accurate. All information should always be reviewed medically by someone with the appropriate technical or clinical expertise. Do not be afraid to use infographics, illustrations, animation, and other visuals to convey this process and to show examples of what some of these related conditions look like.

INSPIRING ACTION

Posts, videos, podcasts, articles, newsletters, and other materials about “stressed skin” or “stressed hair” provide natural opportunities to highlight distinctive treatments and services. In addition to offering suggestions on lifestyle support and self-care, you should also highlight any complementary or integrative therapies that may be incorporated into treatment. You can also explain how lifestyle support works in tandem with treatments to address conditions such as telogen effluvium, hormonal acne, and flare-ups of rosacea, eczema, and other conditions you commonly diagnose and manage.

By first acknowledging this common concern in your practice’s marketing and communications, you can naturally leverage unique partnerships. For instance, you may forge or build upon partnerships with well-aligned, like-minded businesses and organizations in your neighborhood and community. Consider appearing as a guest expert on a partner therapist’s, fitness coach’s, or yoga/mindfulness instructor’s blog or podcast. You may invite them to be a guest contributor, or co-host an onsite, wellness-oriented event featuring appropriate and relevant partners.

GOING BEYOND SERVICES

Think beyond treatments and tips to the small details and personal touches that inspire comfort and promote relaxation. These personal touches and amenities can distinguish you from your competitors. They can also go far to put certain types of patients at ease, including those who are nervous or feel vulnerable about having someone look so closely at their skin, or who are embarrassed or anxious about their hair loss or cystic acne.

You may also choose to speak directly with patients who are apprehensive or stressed about their first dermatology visit. Provide clear, conversational information about what to expect. Preparation guidance and calming strategies are highly valued by patients and can significantly improve their overall experience.

RETHINKING STRESS

Be positive yet realistic. Many people tend to associate stress with all things bad. However, it is important to differentiate that stress can be a good thing under the right conditions and circumstances. Eustress may have played a role in powering you through your academic successes and career.5 It may have pushed you to be better, to reach new heights of success and performance, whether professionally or in pursuits outside of work. Your patients may not realize how stress can be a motivator that helps to push them past perceived barriers and limitations to growth.

One of the first rules of medical marketing is to not frighten, intimidate, or wallow in negativity. You must balance realism and a commitment to providing trustworthy, credible information with an upbeat outlook that focuses on solution-finding rather than the problems or symptoms that may have brought the patient to your office in the first place.

By properly addressing this common and far-reaching health concern, you help patients perceive you as a trusted, reliable, and important member of their broader, multidisciplinary care team and support system. This approach fuels healthy relationships. Loyalty follows.

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Be positive yet realistic. Many people tend 
to associate stress with all things bad. 
However, it is important to differentiate that stress can be a good thing under the right conditions and circumstances.

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