Welcome to Camp Derm
Top dermatologists became campers at Neutrogena’s First SkinU Summer Camp in Brooklyn, and DermWire had front row seats.
As kids across the country got ready for summer camp, dermatologists flocked to Brooklyn, NY for their own version of summer camp: Neutrogena’s immersive SkinU Summer Camp.
Instead of learning to swim, sliding down a zipline, or playing tennis like kids in camp often do, these dermatologists learned more about the science behind Neutrogena’s skincare products and how to better use social media to promote skin health from the pros.
“For the first time, we have a conference of dermatologists at all levels from really early-stage residents to the most seasoned dermatologists who are united with one common mission: to simplify the narrative and provide science-backed education at scale for patients and consumers,” says Roberto Khoury, Senior Vice President, Neutrogena, Neostrata, Clean & Clear, Rogaine. Practical Dermatology® and Modern Aesthetics® magazine had exclusive access to the full-day immersive experience.
The idea for the camp came about organically during conversations with colleagues and dermatologists. The hope is that camp will become an annual summer for derms. "We feel the energy and look forward to the outcome,” he says.
Activity No. 1: Social Media Strategy Building
The skin care arena has become very complex in terms of routines and ingredients, and all too often dis- or misinformation is spread from ‘skinfluencers’ on social media platforms. Dermatologists need to take back the narrative and make sure patients are getting the correct information in an easy-to-digest format from authoritative sources, Khoury says.
The health care providers in attendance learned how to grow their YouTube audience and were able to film content on the building blocks of skin health from retinol and sunscreen and the importance of hydration for skin in studios throughout the campgrounds.
“We always had a long-standing relationship with health care providers specifically dermatologists as the skin experts and the skin authorities, and we want to magnify their voice through social media on our platforms and theirs,” he says.
Counselors also walked small groups of dermatologists through the campsite for product demos. Campers also participated in 1:1 mentor sessions with established dermatologists and social media experts and learned what patients are searching for online from experts at Google.
And like any day at camp, which typically ends with a campfire, Neutrogena’s SkinU Summer Camp wrapped up with a fireside chat with Drs. Muneeb Shah and Dhaval Bhanusali who built AIRE Health together. Aire Health is a digital drop-ship retail platform that facilitates dermatologists' suggestions for science-driven skincare products.