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New consumer positioning strategy launches with smashing success

Illustration for Impact Report Fall 2022

In October, the Academy launched Your Dermatologist Knows, the new consumer positioning strategy meant to maintain board-certified dermatologists’ position as the undisputed experts in skin, hair, and nails.

Through the end of November, our content has generated 56 million views and 3.4 million engagements across Facebook, Instagram, Snapchat, TikTok, and Pinterest. Most of the views are women aged 25-35, which is the target demographic of this strategy. The campaign has also driven over 56,000 clicks to the public section of AAD.org. The AAD’s Social Media Correspondents are posting educational videos and hosting monthly Instagram Live conversations to discuss trending topics with the public and share the AAD’s core message that no one knows your skin better than a board-certified dermatologist.

You can visit the Your Dermatologist Knows Showcase to view an ever-updating selection of content examples.