Reputation Management and the Dermatologist's Role in Social Media

At the 2026 American Academy of Dermatology (AAD) Annual Meeting, Hope Mitchell, MD, a board-certified dermatologist at Mitchell Dermatology in Perrysburg, Ohio, presented a session titled "Building Trust and Protecting Your Online Reputation," offering colleagues actionable insights into the increasingly critical intersection of patient experience and digital visibility.¹

Mitchell noted that online reviews have become a primary way patients identify and select dermatologists. Importantly, she noted that these reviews rarely reflect clinical skill. "People are not walking away and saying, 'I loved Dr. Mitchel. She did a great job on that biopsy.' They're really talking about how you made them feel," she said. "Reputation is all about how you make people feel. Do you respect them? Do you have empathy? Are you listening? Are you explaining so that they understand?"

Beyond the patient encounter itself, Mitchell highlighted the role of practice workflow in shaping online perception. Patients respond positively to welcoming staff, easy scheduling, and a smooth billing experience — factors that consistently surface in online feedback.

She also stressed the value of responding to every review. "It's important to respond to all reviews, positive or negative," Mitchell said, explaining that responses serve a broader audience than the original reviewer. "Not only are you responding to the person who wrote the review, but you're leaving a response that other people coming to your reviews will read."

On the topic of social media, Mitchell described a professional responsibility to counter misinformation. "We're still fighting for proper education, correct education," she said. "We want our patients to know the truth. We want them to understand their conditions."

As a 27-year practitioner who has attended every AAD since completing her residency in 1998, Mitchell praised the meeting for its networking opportunities and educational depth. She cited alopecia as a particular area of interest, noting advances in treatments she follows closely each year. "The education is top-notch," she said. "You leave here tired, but we can deal with that when we get home."

Reference

1. Mitchell H. Building trust and protecting your online reputation. Presented at: 2026 American Academy of Dermatology Annual Meeting; March 27-31, 2026; Denver, CO.