Practical Strategies for Harnessing AI and Social Media in Dermatology

At the 10th Annual Fall Clinical PA/NP Conference in Orlando, Florida, Heather Gates, PA-C, a dermatology physician’s assistant from The Villages, Florida, shared her expertise on a timely and evolving topic: leveraging artificial intelligence (AI) and social media to enhance clinical practice. With 15 years of experience in medical, surgical, cosmetic, and geriatric dermatology, Gates offered a blend of tech-savvy insights and real-world clinical relevance in her lecture.

Dermatology is especially intertwined with social media, given the visual nature of skin health. According to Gates, having an ethical online presence builds trust and credibility among patients while allowing clinicians to showcase their expertise and share evidence-based information. This is particularly essential in a world dominated by unlicensed “skinfluencers.”

Gates further emphasized the importance of strategic content creation, particularly on platforms like Instagram and TikTok, where engagement metrics can significantly impact visibility. She advised using compelling hooks to capture viewers’ attention in the critical first few seconds of a video, as well as incorporating relevant hashtags to improve reach. Gates also reminded attendees that relatability is key.

“You need to be authentic and humanize yourself,” she told Dermatology Times. “Looking at a picture-perfect Instagram gets a little bit boring after a while. Your patients want to see the ‘real you’ online, not the ‘fake you’ online.”

A highlight of her talk was the discussion on AI, specifically the practical and responsible use of ChatGPT in a clinical setting. Gates shared how she uses the tool to create patient handouts, educational materials, and even prep for interviews or summarize research studies. She described AI as a powerful “productivity hack,” helping to streamline administrative tasks and enhance patient communication. However, she cautioned against relying on AI as a substitute for clinical knowledge. Instead, it should be viewed as an assistant that enhances, rather than replaces, human expertise.

Throughout her informative session, Gates encouraged clinicians to embrace new technologies and platforms like Canva, VisualDx, and Otter.ai, while staying grounded in their training and personal voice. She encouraged attendees to network, follow each other, share tips, and build a community online, especially those who are looking to modernize their practices without compromising authenticity or clinical excellence. Overall, thoughtful, intentional use of social media and AI can not only elevate individual careers but also uphold the integrity and professionalism of dermatology as a whole, according to Gates.

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