In this highly anticipated session, the queen of social media dermatologists, Sandra Lee, MD, educated the audience on how to use social media to grow their practice. Dr Lee, and her Dr. Pimple Popper brand, has over 30 million followers on TikTok, Instagram, Facebook, and YouTube combined. Dr Lee’s first tip for those interested in social media was about staying ethical and professional. It is essential to adhere to medical ethics and privacy regulations when sharing patient information on social media. Dr Lee recommended maintaining a consistent brand image across all platforms and monitoring your social media analytics to identify what works and what does not. A key, according to Dr. Lee, is to post as often as you can AND enjoy doing it.

Some personal content is important, according to Dr Lee. Followers want to see you as a real human. Successful social media posts often contain before-and-after photos and videos, which is why dermatology lends itself so well to going viral on social media. Dr Lee also recommended using posts to educate and inform your audience. Running contests and giveaways are also good methods of increasing engagement. Live question-and-answer sessions will often get promoted by the platform, pushing views to new followers. Dr Lee suggested collaborating with other influencers, when possible, to help promote your brand. Dr Lee’s final message for the audience was to use social media with caution; many will achieve high levels of satisfaction from a dermatology career alone. Dr Lee cautioned against sacrificing your own successful career for fleeting social media fame.