Allie McAllister FNP-C, DCNP discusses Social Media in Dermatology

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In this interview with Carrie at Elevate Derm, McAllister points out that social media isn't just for aesthetic dermatology — there's a space for medical derm too. Before embarking on a social media presence, she says the most important step is honing in on your niche: figure out what you're passionate about and whether you want to broadcast it to raise awareness for your practice or for specific skin diseases. Rather than trying to attack every platform, she recommends using your EMR to identify your patient demographic and letting that guide which one or two channels to start with. Her own patient population runs late 20s to early 50s, so she focuses on Instagram, runs ads on Facebook, and dabbles in TikTok — but if your patients are 60 and older, she says there's no need to stress about TikTok.

McAllister doesn't use filters on her before-and-afters or even her stories, arguing they create insecurities in younger viewers when "none of us look like that." Instead she invests in good lighting (a quality ring light, not the $20 one), consistent patient positioning and angles, medical-grade makeup after filler, and a touch of Vaseline for sheen. As she puts it, a beautiful before-and-after online often just means the injector is a great photographer and makeup artist. Her practical tip: each week, pick two patients who'll sign a consent and spend extra time getting the angles perfect.

  • Social media has a place for both medical and aesthetic derm — start by identifying your niche and why you want a presence.
  • Use your EMR to determine your patient demographic, then hone in on one or two platforms that match rather than trying to do them all.
  • Skip filters on before-and-afters and stories; they create insecurities in younger viewers.
  • Invest in quality lighting, consistent angles, medical-grade makeup, and a bit of Vaseline for a professional before-and-after.
  • Set aside time weekly to select a couple of consenting patients and perfect the photography — practice makes perfect.