Instagram and the dermatologist: An ethical analysis

Instagram, one of the most popular social media platforms, is a mobile media sharing app that allows users to share their content with a large, diverse audience. Among the 1 million advertisers1 on Instagram are business savvy physicians who are engaging with potential patients and customers on this platform. The growing application of Instagram as a tool to connect with an audience and build a personal brand presents unique ethical dilemmas to physician users of this platform. Dr M's moral obligations as a physician may conflict with the perceived need to adapt to the changing landscape of marketing in medicine.