2025 AAD Meeting: The Power of Social Media in Dermatology to Educate, Engage, and Inspire

Combatting misinformation that is spread on social media was one of the session topics at the 2025 American Academy of Dermatology Annual Meeting in Orlando, Florida on Friday. Among the speakers was Lindsey Zubritsky, MD, FAAD, or the dermguru, as she’s known on social media. Dr. Zubritsky’s lecture was titled “Building a Social Platform: Education, Credibility, and Dermatology Expertise.” 

With about 3 million follows on Instagram and TikTok combined, Dr. Zubritsky explained the opportunity social media presents for dermatologists. 

“Utilize your platform to show your passion and to do what you want to do, whether that be help patients or get patients into your office or just position the specialty as the experts,” Dr. Zubritsky said. “Social media isn't just about reaching potential patients or helping other people. It's about building a collaborative network and community amongst our specialty.”

Social media has become an essential tool for dermatologists and other medical professionals to educate, engage, and expand their reach beyond traditional clinical settings. The social media platforms provide an opportunity to connect with a vast audience offering valuable insights, debunking misinformation, and making expert knowledge more accessible. However, successfully navigating social media requires strategy, authenticity, and a clear sense of purpose. 

Dr. Zubritsky’s method to creating consistent, high-quality content includes planning and organizing the content she wants to film, filming the content in batches to save time and ensure steady content posting, and testing different content formats and approaches to see what resonates best with her audience. 

Her current social media strategies include a mix of stitches, how-tos, product recommendations, skincare mistakes, voiceover and green screen use, answering questions and addressing topics that are left in her comment section or direct messages. 

“The most important thing I think that social media has done for me is again, to reach people and truly make a difference in their lives,” Dr. Zubritsky said. “I can see 40 people in a clinic day, but with that one viral post, you can change the lives of millions of people.”

A key challenge medical professionals face is maintaining credibility while making content engaging. The need for consistency, creativity, and adaptability can feel overwhelming, especially when balancing a busy medical practice. While some professionals thrive in the social media space, others may struggle with negativity, skepticism, or the pressure to constantly produce content. It’s important to set boundaries and recognize that success on these platforms doesn’t mean appealing to everyone—it means staying true to one’s expertise and values.

Authenticity and intention play a large role in an effective social media brand. Practitioners should post content that aligns with their expertise, engage in conversations that matter, and understand that even a single post can influence and educate viewers. The goal isn’t to go viral, but to provide value, foster trust, and stay committed to their mission.