From Dr. Google to Dr. TikTok
Buchi Neita, PA-C, and Shanna Miranti, PA-C, open by admitting they're both relative newcomers to being active on social media—Miranti describes herself as "very anti social media for the last two plus decades," while Neita confesses she's spent years mostly as an "Instagram stalker" before getting her feet wet this past year. That shared beginner's perspective frames the whole conversation: this is a chair-side reality check for APPs who feel behind, not a masterclass from influencers.
Miranti points out how much the landscape has shifted since she started in clinic 15 years ago. Where clinicians once competed with "Dr. Google" for roughly a decade, they're now up against a steady stream of online influencers—many, as she notes, with no medical training at all and "younger than my own children"—who are shaping what the majority of patients believe about their skin.
The Good, the Bad, and the Beef Tallow
Both hosts quickly name the upside. Neita loves when patients arrive informed—especially those who found reputable sources. She highlights hidradenitis suppurativa (HS) as a condition that "wasn't really talked about for years" and has now exploded on social media, so patients are coming in already knowing their diagnosis. She also finds many patients gravitating toward better, top-of-the-line skincare because of what they've seen online.
The flip side is misinformation that clinicians end up having to "deprogram." Neita shares a case: a patient with acne and rosacea who was well controlled on spironolactone plus topical therapy, then flared badly three months later. Digging into the history revealed the culprit—she'd started applying beef tallow to her face for moisture on someone's online advice. Miranti and Neita rattle off other trends they've watched come and go, including slugging and "glass skin."
The practical lesson: you won't catch these habits unless you ask. Miranti recommends coming from a place of no judgment—asking what patients are putting on that rash or using for acne and where they got the advice—without sounding accusational. As she puts it, blanket advice and the "latest greatest and the hottest trend" may not fit a particular patient's condition.
Why APPs Should Consider Stepping In
Neita frames social media as a genuine opportunity for both patient and provider education. She offers a personal example: an influencer dermatologist she follows mentioned data suggesting topical fluorouracil for actinic keratosis can also improve the aesthetic appearance of skin—helping with lentigines, sun damage, and even wrinkling. Despite years of using the medication, she says she learned something new, calling it a great way to disseminate information and grow professionally.
Miranti says a dermatology PA student was the final push she needed, telling her, "This is how my generation learns." That motivated her to jump in for educational purposes. Both hosts encourage clinicians to record their most-repeated patient teaching once and hit play, and Neita highlights the community-building side—especially mentoring the "baby PAs" and students reaching out for rotations and guidance. On LinkedIn specifically, she credits sharing her work with bringing opportunities she'd never have had otherwise.
Best Practices, Myth-Busting, and Trolls
To do this well, Neita emphasizes authenticity—information that's accurate and evidence-based but not scripted—and being a myth-buster who explains why a viral claim is wrong and what to do instead. She and Miranti both stress consistency (Miranti admits she struggles with it) and, above all, professionalism: clinicians have licenses and HIPAA obligations to protect and should always identify as a medical professional first. Miranti adds that AI can help build a posting schedule and flag awareness months, and reminds listeners to include disclaimers like "talk to your healthcare provider."
On misinformation, Neita's guiding principle is to lead with evidence without judgment. Her go-to example is patients who've been told sunscreen is dangerous or carcinogenic and are reaching for coconut oil or beef tallow instead—she meets them halfway by steering them toward a safe, natural-feeling alternative like a zinc oxide mineral sunscreen that isn't absorbed. Miranti notes this deprogramming matters even for clinicians who never post, because unrealistic expectations lengthen visits and complicate treatment.
As for negative feedback and trolls, Neita's advice is simple: don't engage. Respond with accurate information and leave it alone, because continuing to reply will only suck you in. Let evidence-based medicine be the foundation, and the trolls will move on.