2022 Social Media Guide For Dermatologists

GO LIVE – For Facebook, going “Live” allows your clinic to interact with viewers in an unedited format, projecting an approachable persona and giving viewers a behind the scenes look at your practice.

REELS – The fastest growing content format on Facebook, Reels are short videos that can be overlaid with effects such as music and captions, as well as advertisements.

BRAND RESEARCH – More and more consumers are turning to social media when conducting research about businesses and brands, so a robust posting strategy is effective to curate content that attracts potential patients.

MESSENGER – Moving away from telephone conversations and into quick, text base communications, Messenger allows patients to reach out to your clinic, asking questions before booking that initial appointment.

BEFORE AND AFTERS – Focusing on the visual content that makes Instagram what it is, before and after images of patients (with permission!) are your best advertisement of the success of your treatments.

SHOPPABLE POSTS – Responding to the surge in e-commerce of 2021, shoppable posts allow followers to purchase products directly from the app. Combined with post-treatment care tips, this can be effective to keep your patients’ attention between appointments.

REELS – Designed to compete with TikTok and also in use on Facebook, Reels are an integral part of the Instagram experience. Educational content, product highlights and offers as well as behind the scenes videos all have a valuable place as Reels.

STORY LINKS – Adding link stickers to posts allow you to expand the interaction with your audience by directing them to an external link, whether it’s your booking platform, blog posts, or other content on your website or another social media platform.

EDUTAINMENT – Combatting the black hole of scrolling, more and more posts are focusing on providing education through entertainment. Packaged in a bite-size format, you can create value for your patients with posts capitalizing on the #SkinTok movement that brings information about all things dermatology related.

GLOW UPS – Increasing positive engagement with before and after content, these types of videos build anticipation and are likely to prevent your viewers from aimlessly scrolling past as they wait to see the final result. Because nearly all dermatological procedures showcase visual results, this is a type of post that is ripe with content possibilities.

A DAY IN THE LIFE – Going beyond behind the scenes Reels and Posts, showcase a typical day in the office to let patients know what they might expect when they visit your clinic. Letting employees conduct a “Take-over” also expands your approachability and lets patients see things from an alternate perspective.