Dr Sivaranjani emphasized the enduring power of traditional reputation-building, even in an age dominated by social media algorithms.
Published Nov 15, 2025 | 3:17 PM ⚊ Updated Nov 15, 2025 | 3:17 PM
Dr Sivaranjani weighs in on presence of doctors on social media. (South First)
Synopsis: At the second edition of South First’s Dakshin Health Summit, during a panel discussion on ‘Social Media and Skin & Hair Health’ held at the Asian Institute of Gastroenterology (AIG), Gachibowli, on Sunday, 9 November, the generational divide between traditional practice-building and digital visibility came into sharp focus.
A young dermatologist’s question about whether it’s acceptable to skip Instagram has opened up a crucial conversation about the mounting peer pressure faced by newly qualified doctors in the social media age—and whether online visibility is truly necessary for building a successful medical practice.
At the second edition of South First’s Dakshin Health Summit, during a panel discussion on ‘Social Media and Skin & Hair Health’ held at the Asian Institute of Gastroenterology (AIG), Gachibowli, on Sunday, 9 November, the generational divide between traditional practice-building and digital visibility came into sharp focus.
A young dermatologist from the audience posed a question that resonated with many in her cohort: “Ma’am, I recently graduated, and I get a lot of suggestions to join Instagram. I’m not very interested personally, but looking at the visibility others get, I wonder—is it okay to not be there? Am I missing out?”
She acknowledged the source of her anxiety: “I think there’s a lot of peer pressure. I feel like I’ll be missing out if I’m not there.”
Dr Sivaranjani Santosh, Senior Paediatrician, First Aid Trainer, and Social Activist from Hyderabad, offered a perspective grounded in her own successful practice. “I’m not on Instagram for my practice. Even now, patients say they had to ask around and search to find my clinic. My practice is purely word of mouth. I joined social media for awareness—not to grow my clinic or business. So first ask yourself: why do you want to be on Instagram?”
She directly addressed the young doctor’s concern: “You’re not missing out on anything. Focus on your practice. Communicate well with your patients, follow up properly—that’s what builds trust. If your goal is to get more clients through social media, then yes, be active. But if you’re not comfortable, don’t force it. Our practice isn’t built on social media; it’s built on ethics and honesty. It may take longer, but you’ll succeed.”
Dakshin Health Summit 2025. (Supplied)
Dr Avinash Pravin, Consultant Dermatologist at Pravin Skin Clinic, Nagercoil, punctured a common misconception. “Also, some doctors have 100k followers, but that doesn’t mean they’re getting 100k patients. Many followers are just that—followers. Some are even paid. Don’t equate visibility with credibility.”
Dr Sivaranjani emphasized the enduring power of traditional reputation-building, even in an age dominated by social media algorithms.
Recalling an incident, where a potential patient threatened to give negative review on social media, for not accommodating her appointment after coming late and missing the initial appointment, Dr Sivaranjani said, “I told her, ‘It’s okay, no problem.’ I honestly don’t care. My practice is built on word of mouth, not social media.”
“It may not be the same for everyone, but trust me—if we are honest, genuine, and do the right thing, our patients will speak for us. We don’t have to worry about reviews at all. Just give a calm, factual reply if needed, and move on. Word of mouth is still the strongest thing, even in this digital era,” she added.
(Edited by Sumavarsha)
