Becoming a Dermatology Nurse Practitioner: Mastering Social Media
Social media has become an important tool in nursing and medicine that can be used to address myths, promote a practice/business, educate the public, network, and build community. Dermatology nurse practitioners can also leverage their presence on social media to earn additional streams of income, advocate for policy, and market their expertise. Most importantly, since there is no specific dermatology curriculum in nurse practitioner school, social media has become an important resource for aspiring dermatology nurse practitioners to learn what it takes to become a dermatology nurse practitioner. In this article, I provide some actionable steps you can take to grow your social media platform today.
8 minute read
Mastering Social Media with Dr. Muneeb Shah
I had the pleasure of attending a virtual webinar presented by Board Certified dermatologist and social media star Dr. Muneeb Shah. Dr. Shah is also known as DermDoctor on TikTok and Doctorly on Instagram where he has more than one million followers. His rise in social media began on TikTok, where at the time of this writing, he has more than 18 million followers. His YouTube channel has more than 61,000 subscribers and has received more than 2 million views since April 2021. I would say he has definitely established himself as a subject matter expert and voice of authority when it comes to social media and dermatology.
The webinar, Mastering Social Media for Dermatologist, was hosted by Next Steps in Derm and sponsored by Cetaphil. It was one hour of detailed, actionable steps for dermatology practitioners. On more than one occasion, he addressed both physicians and advance practice providers (APP). Dr. Shah took advantage of every minute of the webinar, he was extremely personable, and sincerely interested in helping attendees grow their social media platform. He covered some important themes that I’ve shared below.
What’s the Difference: TikTok, YouTube and Instagram
TikTok
TikTok is primarily utilized for edutainment. Think dancing, music, and text overlay to deliver a message. This style of content has become extremely popular, but it can also be intimidating for those not accustomed to broadcasting their dance moves and coordination. If you want to grow your platform, do what comes naturally. If you like singing and dancing and you think your target audience will relate, do it! If not, stick to what you know best. People are drawn to authenticity.
Having said that, if you’re open to learning new digital skills, there are plenty of free resources. The free membership options often limit access to all it's features, but you can still create a ton of content with it. The paid version allows you to add team members and share the love, perhaps with other people in your practice. My favorite is Canva. Here are two content creators who dedicate their platform to helping you learn the software.
Instagram is prime for building community and it’s also become the modern-day version of the yellow pages. Many potential clients and patients use social media to find providers with specific expertise (like treating skin of color or men’s health). They may start by asking questions in the comments and getting a sense of your personality. Overtime, your consistency and demeanor may actually build trust, an important step especially for communities of color where trust has historically been jeopardized. There are several providers on social media who have prospective and actual patients travel to see them, even from out of state, all because of their social media presence. This last point is especially true for dermatology nurse practitioners. People are interested in getting a sense of your personality (will you be a good fit), your clientele (do you treat skin of color patients or patients like them), your work, your bedside manner (will they feel safe and heard), your services (are you transparent about your experience, wait times, and pricing), and your reviews (including how you address negative comments).
YouTube
YouTube is primarily used for education. In this case, YouTube is used by potential clients as well as other colleagues. As previously mentioned, there is no specific dermatology training or education in nurse practitioner school (this is starting to change). Aspiring dermatology nurse practitioners have to find opportunities for exposure on their own, and most of us start by looking on YouTube. I like to give an honorable mention to NurseAggz who’s created the most content for nurse practitioners who practice medical dermatology (as it relates to education, training, and the journey to becoming a dermatology nurse practitioner). Dermatology has three subsets: medical, cosmetic, and surgical (Mohs). It’s very easy to find numerous videos and social media content dedicated to cosmetic and aesthetic nursing (wellness in general) by both registered nurses and nurse practitioners. However, content specific to medical dermatology is sparse in comparison and I have yet to see any nurses or nurse practitioners create content about Mohs.
YouTube is a great platform for just sitting in front of the camera and creating longform content that is primarily conversational. It lends itself really well to allowing you to share your journey and creating a community around it. The community can be potential clients or other nurse practitioners, it depends on who you identify as your target audience. Your content can be solely clinical or personal, although it’s important to note that the most successful influencers have found the ideal balance between doing both. If you’re going to share clinical or personal content, create boundaries that you’re comfortable with, provide disclaimers about the difference between educational and clinical advice, and consider seeking legal counsel for additional guidance.
Shortform vs Longform Content
Shortform content is golden right now. Shortform content is often limited by time (90 seconds for example), hence the name. TikTok is the dominant platform for shortform content. Instagram and YouTube have tried to capitalize off TikTok’s success by offering Reels and Shorts, respectively. This shortform content feature makes it very easy to post the same content to each platform. Do you need to be on every platform? The answer is no, but keep in mind the value of each and your target audience. Overtime, you’re more likely to grow your audience by being on more than one platform. If you don’t have time, consider hiring a virtual assistant or looking for a mentee who can help you run the platform. In return, they get exposure to digital tools, dermatology, and your network.
Actionable Steps
Establish a Presence
Now that you know the difference between the different platforms and how to leverage each to reach your target audience, let’s get started! The first step is to establish a presence. This can be done at any time, as people love to watch the trajectory of someone and support them as they grow personally and professionally. If you’re new to social media in general, start with one platform and grow your audience and presence on additional platforms as you learn more about them. Don’t get so overwhelmed that you get stuck in analysis paralysis. Keep it simple and start with who you are, what you want to do, and how you plan to get there.
Keep it simple applies to equipment too, especially in the beginning. Many successful influencers started with their cell phone. As your platform grows, invest in better equipment which can include a camera, lighting, a microphone, and editing software as an example. Many influencers have kept the same equipment for years! Quality is important, but so is content. The easiest way to find equipment is to ask your favorite digital content creators.
There are more than 3,000 diagnoses in dermatology and it can take more than a decade to learn the majority of them. If you don’t already have specific clinical and research interests, start broad and let your audience help you identify your niche! Look up FAQs and peruse the comments, then create content around the themes you identify. In healthcare, creating content is easy and endless! In dermatology you can focus on education (for patients, colleagues, or brands), medical dermatology, cosmetic dermatology, integrative dermatology, men’s health, LGBTQIA health, marketing, brand sponsorships, entrepreneurship, diversity, teledermatology, or artificial intelligence – the list is endless!
Curating & Engage Your Audience
Once you identify your point-of-view, stick with it. The combination of education and entertainment is the sweet spot, as indicated by the unlimited videos on the top performing social media platforms. When it comes to entertainment, broaden your perspective beyond music and perfectly timed choreography. Consider your target audience, master their FAQs, understand what attracts them, listen to their comments, and maximize that data. The best advice I can give when it comes to curating an audience, is to focus on building a relationship with your audience. The key is being consistent, whether that’s daily, multiple times a week, or weekly. You’ve heard it before: nobody cares about how much you know, until they know how much you care. This statement can be applied when it comes to curating your audience.
When it comes to attracting attention, maximize the first 3 seconds of the video by sharing something that will keep viewers watching longer or multiple times. The social media algorithm prioritizes videos that people watch longer because these videos correlate with more advertisement exposure. To get a better understanding of how this can be done, visit TikTok, Instagram or YouTube and study different videos to see which ones inspire you to keep watching! In the first three seconds disclose key information, everything else can be saved for later in the video, added to the screen (like your name or clinical title) or included as text in the caption. Think of captions as mini-blogs, especially if your target audience is working clinicians who have limited time as they are more likely to read your caption than a journal on a regular basis.
Now that you’ll be viewing content differently, identify strategies for introducing the video topic, added features that enhance the video (music, text, backgrounds, screenshots, etc.), and ways to stand out from the crowd. My best advice here, go outside of dermatology. See how content creators in other industries (finance, interior design, agriculture, fitness, hospitality, etc.) engage their audience and adapt it to dermatology. Not only does this strategy help you stand out from other dermatology content creators, but it keeps you well rounded and exposes you to things you’re passionate about.
Don’t Be Shy
There is a lot to learn about social media algorithms and how to get your video in front of people who don’t follow you (yet). The two most important things to do: be consistent and ask your audience to support your content. Provide friendly reminders to have people like, share, follow, comment and review your content and services. It can take time to get used to this, but people really like to know how they can support you. Expressing your gratitude for their support, comments, and reviews goes a long way. Find a way to incorporate your gratitude on a frequent basis.
Education for the Aspiring Dermatology Nurse Practitioner
Continuing education (CE) comes in many forms, many of which are easily accessible due to virtual and remote learning options. In your journey to becoming a dermatology nurse practitioner, I highly recommend:
-Joining a local and national organization for mentorship, leadership opportunities, and to learn more about the business and practice of dermatology
-Taking advantage of free education! I am so grateful for all my colleagues, including Dr. Shah, who take the time to share their expertise. Non-CE opportunities are as valuable as CE opportunities and they complement formal programs and reading credible dermatology publications.
-Sharing with your colleagues. As a practicing clinician, it is nearly impossible to keep your finger on the pulse of everything, but being part of a network/community helps you stay abreast of current events, trends in practice, and the latest evidence.
-Consider working with a coach and experienced clinicians. Certified Physician Assistant Consulting was started by Kasey D’Amato, PA-C and Katherine Wilkens, PA-C in 2009 to help nurse practitioners and physician assistants (PA) achieve their career goals, identfy side hustles, and reduce burnout.
Friendly Reminder
Friendly reminder, many of these virtual learning opportunities are only open to practitioners and you are required to supply verifiable information, most commonly your national provider identification (NPI). When these events are sponsored, you may even qualify for free product!
References
D’Amato, K., Plessinger, K., & Spatholt, D. (2023). The secret to preventing clinical burnout: Start a side hustle! Journal of Clinical and Aesthetic Dermatology: NP+PA Perspectives in Dermatology, 16(9 Suppl 2): S17-18.
Shah, M. (2023). Mastering social media for dermatologists [Webinar].
Kimberly Madison, DNP, AGPCNP-BC
Kimberly Madison is a new dermatology nurse practitioner with a passion for writing, entrepreneurship, financial literacy, and mentorship. I created this blog to share my journey as I become a dermatology nurse practitioner and entrepreneur. Most importantly, I’m looking forward to helping nurse practitioners and aspiring students to better understand the business of dermatology and their role in improving access to care, providing culturally competent care, and advancing education.
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