UTSW Dermatology

Social Strategy + Community

LinkedIn Content Development:

  • Developed and managed a recurring LinkedIn series spotlighting UTSW Dermatology faculty research, translating published articles into accessible stories for a professional medical audience

  • Positioned the department's #1 Nature Index ranking in dermatology as a central proof point, using it to frame ongoing research coverage and attract engagement from peers, referring physicians, and prospective faculty

  • Collaborated with researchers to source article topics and craft narratives around the "why it matters" of each study, rather than just the findings

  • Centered content around department culture, collaborative research, and day-to-day program life to give both faculty and future applicants an authentic look at what training at UTSW Dermatology is really like

Results: Grew LinkedIn to 1,000 followers (increased by 158% in just 1 year), with impressions up 205% year over year and running consistently above benchmark month to month

Instagram Content Strategy (Resident/Fellow Focused)

  • Built and ran an Instagram content strategy aimed at prospective residents and fellows, featuring faculty and current residents sharing firsthand experiences of the UTSW Dermatology programs

  • Centered content around department culture, collaborative research, and day-to-day program life to give applicants an authentic look at what training at UTSW Dermatology is really like

  • Created a recurring cadence of resident/faculty-led videos to foster a sense of community and shared learning, both for current trainees and prospective applicants evaluating programs

Results: Grew Instagram followers nearly 28% year over year, with video views up over 500% year over year, driven by faculty and resident-led content