Dr M is a dermatologist who, on the advice of marketing consultants, uses Instagram to promote her private practice. On Instagram, she regularly posts spectacular before-and-after photos of patients she has treated, with their permission. As part of an effort to establish her personal brand, Dr M shares pictures of her everyday life—“selfies” in her luxury car, retouched photos of herself at the gym, and “candid” photos of herself playing with her children. Her success attracting a large social media following has inspired her to launch a luxury skin care product line.
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2018 Jun;78(6):1226-1228. doi: 10.1016/j.jaad.2017.08.036.