Presence of Dermatologists on Social Media: Perception of the Portuguese Population

Abstract

The use of social media has transformed the way medical information is disseminated, introducing new ethical challenges. The presence of dermatologists on these platforms remains limited, with much of the dermatology-related content being produced by non-medical or non-specialist sources. We conducted a cross-sectional observational study based on an online questionnaire distributed to the general population between 27^th August and 10^th September 2025. A total of 600 participants were included, 62.2% of whom were female. Only 24.7% reported following dermatologists on social media, with Instagram being the most frequently used platform (91.2%). Women and younger participants (< 35 years) were more receptive to the perceived positive impact of social media, whereas healthcare professionals showed a more critical attitude, more frequently associating physicians’ online presence with excessive self-promotion (p < 0.001). Higher levels of education were associated with greater refusal or discomfort regarding the use of clinical images (p < 0.001). Overall, the presence of dermatologists on social media is well accepted by the population and represents a relevant opportunity to promote health literacy, strengthen the doctor-patient relationship and enhance trust in the specialty.