Your Dermatologist Knows continues to show strong results
Launched in October 2022, the Your Dermatologist Knows consumer positioning strategy has been successful in its effort to share messages that position board-certified dermatologists as the go-to experts for conditions affecting skin, hair, and nails. The strategy take a multi-channel approach to share messages across platforms.
As of June 6, the AAD’s Your Dermatologist Knows-related social media efforts have been seen 44.6 million times and engaged with 14 million times in 2023, the majority of which have come from the strategy’s targeted demographic: women aged 25-35.
Thanks to the efforts of our social media correspondents — who, among other responsibilities, host a monthly Instagram live — as well as other dermatologist influencers with whom the Academy is working closely, some of the top posts of the year include:
Social media correspondent Dr. Oyetewa Oyerinde’s video about 10 nail changes a dermatologist should examine.
A creative depiction of the ABCDEs of melanoma.
Social media correspondent Dr. Sara Moghaddam explaining tips for reducing rosacea flares.
A video highlighting conditions dermatologists commonly treat.
At the Social Media Showcase, you can see a recap of the previous month’s social media efforts. The Showcase is updated at the start of each month, and there’s even an archive if you miss an update!
Traditional media has been just as successful. With the help of the expertise of the Media Expert Team, the Academy has been able to secure more than 17,000 media placements in 2023 as of June 6. One of the most popular topics was UV-radiation exposure from gel nail polish dryers and whether the devices are dangerous, which were seen nearly 200 million times alone — including an NPR article featuring Shari Lipner, MD, FAAD.
Some other high-profile stories featuring members of the Media Expert Team include:
A Verywell Health article about whether spray sunscreens are effective, featuring Anne Chapas, MD, FAAD, and Steven Daveluy, MD, FAAD.
A Washington Post article about why people with skin of color need to use sunscreen to prevent skin cancer, featuring Henry Lim, MD, FAAD, Amy McMichael, MD, FAAD, Susan Taylor, MD, FAAD, and Nada Elbuluk, MD, FAAD.
An Insider article about acne scars featuring Hope Mitchell, MD, FAAD.
A summary of Your Dermatologist Knows-related media wins is continually updated on the AAD website.