Digital brand building and online reputation management in dermatology

The percentage of American adults who use social media has steadily increased over the years. With information just a click or swipe away, social media has allowed its users to make empowered decisions, including in health care. Its role in health care is undeniable and ranges from impacting disease awareness to influencing the professional clout of physicians. Its use in dermatology is especially relevant due to the visual nature of the field. Dermatologists can educate the public, build relationships with other users, strengthen their brand, network with colleagues, and combat the rise in fake medical news. Additionally, social media humanizes physicians, and followers have embraced a combination of both educational and personal posts. We provided an overview on the history and current state of social media in dermatology along with a commentary on the strategies for digital brand building and reputation management.