PracticalDermatology

With the significant changes in social media and its integration into increasingly more dermatology practices—whether they are medical or cosmetic—it behooves practitioners to learn about potential opportunities and pitfalls in going social. If you already are involved in social media, then this editorial may serve as an endorsement that you are on the right path and may offer some fresh insights.

My primary goal is to reach the many dermatologists who feel that social media participation isn’t appropriate for them. While each practice has to make its own choices regarding how to navigate this important area, the take home I’d like to impart is this: There isn’t much of a debate anymore as to whether social media is a good or bad thing. It is essential, in my opinion, to at least dip your toe in social media.

The most obvious opportunity in social media when it comes to a practice is the integration of Facebook with a Facebook practice page. This is easily established by a staff member who is familiar with Facebook (ask any teenager or younger employee or hire one of your employees’ kids). The one important thing is to claim your name on Facebook or the name of your clinic if it is unique. This will allow patients and customers to go to the url www.Facebook.com/YOURPRACTICE to find you. The link to do this is: https://www.facebook.com/pages/create/?ref_type=logout_gear.

After you have created and set up your page, it is important to get it verified by Facebook. This will add a verification badge to your page letting visitors know that the page is authentic. It also allows your page to show up higher in search results. To verify the page, you will have to provide Facebook with a copy of an official document showing your business’s name and address. Documents can include a business license, utility or phone bill, business tax file or any other type of official document. Verifying your Facebook page lets visitors know your page is legitimate and gives them confidence that they are dealing with an established business.

Once you have the page established, you can then start filling it with content. The tone and pace of this content is where individual practice flavors will diverge. For example, it is quite possible but perfectly acceptable that you might have a relatively stagnant Facebook page. As long as what you have on your page represents you fully, that is fine. Don’t forget contact info and your office locations!

One pitfall to remember is that any postings have to comply with HIPAA guidelines. This means obtaining consents from any patients whose pictures or identifying information may be posted to your Facebook page. Before and after pictures offer a huge opportunity to show off your results, and Facebook lends itself. This doesn’t have to be only in cosmetic areas—though these can be great examples for potential as well as existing patients. We share acne pictures as well as medical conditions such as poison ivy, psoriasis and others.

If you have a staff member who is interested in managing this page it could become a great way to attract patients. Make sure that you agree with the tone of the page, however, as there are many ways to present your clinic or practice and you must ensure your delegated staffer uses the style you prefer.

Promote your page to your patients. Ask them to “Like” the page and consider rating your clinic on it. These two acts will bring more attention and interaction to the page, while also engaging your new and future patients.

There are many other options when it comes to social media, such as Twitter, Instagram, Pinterest and other opportunities, and you can read about them in past articles available at PracticalDermatology.com. Clearly, they are evolving and may not be the place for a novice practice to consider entering, but they are worth considering now or in the future.

Whatever the case, the benefits of having a social media presence—if done right—far outweigh the risks. It is time to get active!

—Joel Schlessinger, MD
Chief Cosmetic Surgery Editor