The Digital Dermatologist: Where Visibility Meets Responsibility

Dermatology today extends far beyond the clinic walls. Social media platforms, artificial intelligence, and digital tools increasingly shape how patients find physicians, understand disease, and perceive expertise. At South Beach Symposium, Karan Lal, DO, and Mohammad Goldust, MD, addressed how dermatologists can navigate this evolving landscape responsibly—without compromising professionalism or patient trust.^1-2

“Social media is no longer optional,” Lal stated. “Whether you participate or not, your digital presence exists.” Patients routinely search online before scheduling appointments, and first impressions are often formed long before the initial visit.¹

Data show that educational content consistently outperforms promotional posts. “Patients don’t want ads,” Lal said. “They want answers.” Posts that explain conditions, treatments, or myths in clear, accessible language build credibility and engagement, while overt marketing tends to underperform.

Instagram remains the dominant platform for dermatology education, while TikTok excels at rapid trend dissemination—particularly among younger audiences. However, Lal cautioned that reach comes with risk. “You don’t need to go viral to get reported,” he warned. Physicians can face regulatory scrutiny based on posts viewed by non-patients, making accuracy and transparency essential.

Best practices include clearly labeling content as educational, citing peer-reviewed literature, and disclosing financial relationships. “If you wouldn’t say it in a lecture hall, don’t say it online,” Lal advised. HIPAA violations, exaggerated claims, and undisclosed sponsorships are among the most common pitfalls.

Reputation management extends beyond social media to online reviews. Negative reviews, even when inaccurate, are difficult to remove. “Your response matters more than the review itself,” Lal noted. Professional, measured replies, and encouraging satisfied patients to share their experiences, can mitigate long-term impact.

Another emerging consideration is how digital tools influence the physician–patient relationship itself. As AI-driven triage systems, chatbots, and symptom checkers become more common, patients may arrive with preconceived diagnoses or heightened anxiety. “Technology changes expectations,” Lal noted, “and that means we have to spend more time contextualizing information, not less.” Used thoughtfully, these tools can enhance efficiency and access, particularly in underserved areas. Used poorly, they risk depersonalizing care and widening disparities for patients with limited digital literacy. The challenge for clinicians is to integrate innovation while preserving the human elements of medicine—listening, empathy, and clinical intuition—that no algorithm can replicate.

Goldust expanded the discussion to artificial intelligence (AI) and emerging technologies.² AI systems are now capable of assisting with skin cancer detection, disease severity scoring, and treatment monitoring. “AI doesn’t get tired, and it doesn’t miss patterns the way humans sometimes do,” he said. In some studies, AI has matched or exceeded dermatologist performance in melanoma detection, particularly as a triage tool.

However, limitations remain. “High sensitivity doesn’t always mean high specificity,” Goldust cautioned. Overdiagnosis and false positives are ongoing concerns, and no AI system replaces clinical judgment. “The physician is still responsible,” he emphasized. “AI should support decisions, not make them.”

Beyond diagnostics, AI is being integrated into cosmetic planning, facial analysis, and teledermatology. Augmented and virtual reality platforms are emerging as tools for patient education and procedural training, while robotics may reduce operator variability in select procedures.

Both speakers stressed ethics as the foundation of digital progress. “Technology moves faster than regulation,” Goldust said. “That means physicians have to self-regulate.” Transparency, bias mitigation, and data quality will determine whether digital tools enhance care or erode trust.

Together, their message was clear: success in modern dermatology depends not on resisting digital tools or chasing visibility, but on using both with intention, integrity, and restraint.

References

1. Lal K. Social media & reputation management. Presented at: South Beach Symposium 2026; February 5-7, 2026; Miami Beach, FL.
2. Goldust M. Tech/AI in the derm world. Presented at: South Beach Symposium 2026; February 5-7, 2026; Miami Beach, FL.