Balancing Social Media's Necessity and AI's Coming Transformation

At the recent SDPA Fall Conference, Joseph Gatti, DMSc, MPAS, MBA, PA-C, shared candid insights on 2 timely topics in dermatologic practice: the evolving role of social media and the technological future of dermatology. Gatti, who has practiced for over 11 years and owns The Clinic for Dermatology & Wellness, LLC, and Pure Medspa, LLC, in Medford, Oregon, offered a balanced, experience-driven perspective on these hot topics.

Social Media in Dermatology

Gatti began by addressing the frequent question he receives about his relatively low social media presence. While his clinic and med spa maintain active accounts, he personally “hates social media with a passion,” finding the performative aspect unappealing. Nonetheless, he acknowledged its undeniable value for new or growing practices. For early-career dermatology providers or those seeking to build patient volume, he views social media as “a necessity these days” for visibility and education.

However, Gatti urged colleagues to reframe their mindset: “Remove yourself from its selling and remember that it's educating.” He cautioned against the growing commercialization of dermatology content, where some providers endorse products without disclosing financial ties. Such marketing, he said, risks misleading patients who increasingly rely on platforms like TikTok for skin care information. Providers, he emphasized, must stay informed about online trends—not necessarily as participants, but to better guide patients who arrive with social media–driven misconceptions.

The Future of Dermatology and Digital Integration

Looking ahead 5 to 10 years, Gatti predicted significant shifts in dermatologic diagnostics driven by artificial intelligence (AI) and digital pathology. Drawing parallels to the evolution from film to digital radiology, he described his clinic’s early adoption of digital pathology with remote slide reading as a glimpse of what’s to come.

He foresees AI becoming integral in pathology and lesion analysis, particularly in non-patient-facing specialties, but cautioned that human oversight will remain essential. While dermatology’s procedural and patient-facing nature provides some insulation, Gatti warned that diagnostic automation could shift certain tasks to primary care.

Ultimately, he called on dermatology professionals—physicians, PAs, and NPs alike—to “be part of the solution” by engaging with technological advances, ensuring the specialty helps shape rather than react to the coming transformation.

“Make sure you're paying attention to where things are going, because it's coming,” he concluded.