Social Media Skincare Advice: Who Can You Trust?

Ellie Rashid (0:00)

Are your ad campaigns lighting up the dashboard?

Emma Craythorne (0:02)

But not the pipeline.

Ellie Rashid (0:04)

That's bull spend, and marketers are calling it out in Dashboard Confessions.

SPEAKER_3 (0:09)

My boss asks for results, so I open my dashboard for the only positive sounding metric I had, impressions.

Emma Craythorne (0:17)

Cut the bull spend.

SPEAKER_3 (0:18)

See revenue, not just reach.

Ellie Rashid (0:19)

LinkedIn delivers the highest return on ad spend of major ad networks. Advertise on LinkedIn.

Emma Craythorne (0:24)

Spend $250 on your first campaign and get a $250 credit. Go to linkedin.com/campaign, turn sick additions apply.

Ellie Rashid (0:30)

I'm Arch Manning. Tell us your fitness goals this summer to enter the Red Bull Athlete Challenge.

Emma Craythorne (0:39)

You'll get to try each of our workouts for a chance to win an ultimate Red Bull experience. Think you have what it takes?

Ellie Rashid (0:45)

Only 4% of social media posts relating to skin health actually came from dermatitis.

Emma Craythorne (0:52)

I'm sorry you went through that because that is a pretty, horrible thing to experience.

Ellie Rashid (0:58)

The main thing of the Hippocratic Oath is do no harm, and you're trying to spread good health care advice, and you're accused of doing harm, which is one thing that we actually do not do.

Emma Craythorne (1:11)

Hello and welcome to the After Hours Skin Clinic. I'm Dr Emma Craythorne, a consultant dermatologist and fellowship trained in skin surgery and lasers.

Ellie Rashid (1:19)

I'm Dr Ellie Rashid, a consultant dermatologist with a PhD in regenerative dermatology.

Emma Craythorne (1:25)

We work at St. John's Institute of Dermatology and one Wellbeck here in central London.

Ellie Rashid (1:30)

But this is our favorite clinic. It's where we unpack the evidence, challenge the trends and we answer the questions that may not necessarily fit in your 10 minute consultation.

Emma Craythorne (1:39)

This is the other side of dermatology. The questions that you want to ask your dermatology consultant, but you don't have time. And if you don't have one, you do now.

Ellie Rashid (1:52)

So the motivation for doing this episode because I did a post on Instagram, it was a real saying some producers to wear sunscreen, show them these photographs. And it was photographs of people with very sun damaged skin, like on one side versus the other that had been exposed to sun or not.

Emma Craythorne (2:08)

I remember it was a great post. I give it a little like.

Ellie Rashid (2:11)

Thank you. Little heart. But the comment section went mad.

And have you heard of this term MAHA?

Emma Craythorne (2:18)

No.

Ellie Rashid (2:19)

So MAHA is Make America Healthy Again. And it's a group of people that essentially counteract health related posts, saying that those doctors have been indoctrinated and we're pushing big farmer and that we're actually harming people through giving this advice. And they want to make America healthy again, reduce chemicals from their entire environment in order to be healthy. So apparently the MAHA group got activated by this particular post.

And it's been viewed 4.3 million times, thousands of comments. I actually couldn't keep up with the comments because I initially started like, no, actually sunscreen doesn't cause cancer. And you know, I wrote one of the comments was, it is literally no skin off my nose, but it might be skin off your nose.

Emma Craythorne (3:13)

I love that you're starting off very diplomatic and then you're like, yeah, I was like, I'm going there.

Ellie Rashid (3:18)

And so it really got me thinking, and I recently did this, I was talking on a panel at a conference, all about social media and dermatology and sort of why we bothered doing it. And like, if you're just gonna have people making quite mean comments about you and your ethics and your morals, I mean, literally, like the main thing of the Hippocratic oath is do no harm. And you're trying to spread good healthcare advice and you're accused of doing harm, which is essentially one thing that we actually do not do.

So the Hippocratic oath are the principles that every single doctor needs to essentially live and breathe by. So I thought, you know, what is the point of doing it? And we have so much to lose and not that much to gain, but we want to gain because we want to be able to spread positive health information to a wide audience.

Emma Craythorne (4:10)

I'm sorry you went through that because that is a pretty, horrible thing to experience. You know, one of the things that we do as doctors and dermatologists is we give patients information and we give public information about health. That is kind of our job because it's all well and good coming along and fixing a problem. But that really feels like it's the medicine of 50 years ago where you wait until someone's had a heart attack and then you put things in place to reduce the risk of another heart attack or someone's had a skin cancer and you cut it out and hopefully that's the end of it.