JMIR Publications

ABSTRACT

Background:

The rise of social media has drastically altered the landscape of health information dissemination. While these platforms can promote health literacy, they are also rife with skincare misinformation, often spread by non-experts. This has led to harmful consequences, including improper product use and delayed treatment. Despite their potential to mitigate misinformation, dermatologists and healthcare professionals remain underrepresented on platforms like TikTok and Instagram.

Objective:

This protocol outlines the development and pilot evaluation of a novel, peer-led social media training program aimed at equipping dermatology-focused healthcare professionals and students with the skills and confidence to create accurate, engaging short-form educational videos for public dissemination.

Methods:

This two-phase mixed-methods study will be conducted at the University of Pittsburgh. In Phase One, 50 participants—health professionals and students in dermatology or dermatology-adjacent fields—will complete a five-module online training program covering video production, storytelling, ethical communication, and platform-specific strategies. Pre- and post-surveys will assess changes in participants’ knowledge, confidence, and intent to engage in public-facing dermatology education. In Phase Two, 12 participants will be selected to apply their training by creating and posting three short-form videos addressing dermatology misconceptions. Videos will be published on a study-managed “Pitt Channel” across TikTok, Instagram, and YouTube. Engagement metrics (e.g., likes, shares, comments) and qualitative analysis of public comments will assess the reach and reception of the content. Post-intervention interviews with participants will explore their experiences, barriers to digital engagement, and perceived impact.

Results:

Primary outcomes for Phase One include changes in knowledge, confidence, and satisfaction with the training program. For Phase Two, we will explore social media engagement metrics and thematic analysis of viewer comments to assess audience response and potential knowledge impact.

Conclusions:

This pilot study aims to empower healthcare professionals to become credible digital advocates for dermatologic health. By equipping them with the tools to produce culturally sensitive, evidence-based content, this intervention may serve as a scalable model to counteract misinformation and promote public skin health literacy online. Trial Registration: Approved by the University of Pittsburgh Office of Research Protection (STUDY24070132) Keywords: dermatology; social media; misinformation; health communication; medical education; TikTok; Instagram; digital literacy