Instagram and the dermatologist: An ethical analysis

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.

Zhou J, Bercovitch L. J Am Acad Dermatol.

2018 Jun;78(6):1226-1228. doi: 10.1016/j.jaad.2017.08.036.