In an era where a digital presence can be as impressive to patients as clinical expertise, physicians are increasingly turning to social media — specifically Instagram and TikTok — to share knowledge, connect with patients, and build personal brands. From dermatologists demystifying skincare to surgeons offering behind-the-scenes glimpses of the OR, Instagram and TikTok have become powerful tools for medical professionals to educate, inspire, and even entertain.
Instagram Physicians vs. TikTok Docs
Instagram and TikTok offer distinct environments for physicians looking to build a personal brand, each with its strengths and limitations. While many physicians building an online brand publish content to both platforms, each one offers a slightly different format and audience.
Instagram users tend to be older, and the content tends to be more polished and versatile, with longer captions. TikTok videos lean more into trends, humor, and spontaneity, which is especially appealing to the younger audience. Its algorithm is more aggressive in surfacing new content, which means physicians can go viral faster, but they may also face greater pressure to entertain. While Instagram fosters a more static, portfolio-like presence, TikTok rewards dynamic interaction and rapid growth, making it better suited for physicians who are comfortable on camera and eager to reach younger, highly engaged audiences.
Physicians who want to share in-depth educational content, professional updates, and lifestyle insights may prefer Instagram to chronicle their content in a visually cohesive way. This article focuses on Instagram for physicians and will look at the most popular physicians on Instagram, the pros and cons of branding on Instagram, and tips for physicians considering building a platform on Instagram.
Physicians on Instagram: Who’s Leading the Charge?
Of course, you’ll find the “celebrity” physicians you’d expect to see on Instagram (Deepak Chopra, Dr. Phil, Sanjay Gupta, etc.). However, you’ll also find physicians in full-time clinical practice who are there for a variety of reasons. Some may be trying to build a patient base in their communities, and educating the broader public is a fortunate byproduct. For some, their priority is to educate and stop the spread of misinformation. Others may have similar goals, but they also have a product to sell or are trying to build a following for their podcast or newsletter. Still, others may just be there for a creative outlet or, for the youngest generations, because sharing their lives online is all they’ve ever known.
Regardless of their motivations, these physicians have carved out influential niches on Instagram, blending medical insight with personality and creativity:
- Dr. Mike Varshavski (@doctor.mike): Perhaps the most famous “Instagram doctor,” Dr. Mike combines evidence-based medical education with fitness, lifestyle tips, and humor. With nearly five million followers, he’s a prime example of how relatability and credibility can coexist.
- Dr. Sandra Lee (@drpimplepopper): Known for her TLC show and viral extraction videos, Dr. Lee uses Instagram to educate followers on dermatological conditions and skincare routines. Her content is both oddly satisfying and medically informative. (She also founded a skincare line.)
- Dr. Bayo Curry-Winchell (@drbayo): Family medicine physician and chief medical officer of a Reno urgent care organization, Dr. Bayo also hosts the podcast Beyond Clinical Walls to break down complex health information and improve access to care.
- Dr. Hazel Wallace (@drhazelwallace): A physician and nutritionist, Dr. Wallace shares science-backed advice on diet and wellness. Her posts challenge diet myths and promote sustainable eating habits.
- Dr. Mike Natter (@mike.natter): A physician-artist, Dr. Natter uses hand-drawn illustrations to explain complex medical concepts in an accessible and visually engaging way.
- Dr. Nancy Yen Shipley (@_nancymd): An orthopedic surgeon, Dr. Nancy Yen Shipley is among the 6% of orthopedic surgeons who are female. She leverages her online presence to highlight female physicians, especially those in traditionally male-dominated specialties. She has a podcast called “The 6%,” and is an advocate for physicians creating their own brands.
- Dr. Myron Rolle (@myronlrolle): A pediatric neurosurgeon and former NFL player who shares his experiences in medicine and sports, with a focus on inspiring others to be their best selves. He also hosts the PlayersTV series “Health is Wealth,” in which he interviews athletes about injury recovery, mental health, and access to healthcare.
- Dr. Andrea Tooley (@dr.andreatooley): Living proof that physicians can do it all, Dr. Tooley uses Instagram to document her life as an oculofacial plastic surgeon at the Mayo Clinic while raising three children under three with her husband on a hobby farm in Minnesota.
The Pros of Physician Branding on Instagram
Instagram offers unique advantages for doctors looking to expand their reach beyond the clinic.
Health Education at Scale
Physicians can share accurate, evidence-based information with thousands — or even millions — of followers. This helps combat misinformation and promotes public health literacy.
Humanizing the Profession
Doctors on Instagram often share personal stories, struggles, and triumphs, making them more relatable. This transparency fosters trust and breaks down the “white coat” barrier.
Networking and Collaboration
Social media enables physicians to connect with peers, researchers, and organizations globally. These connections can lead to collaborations, speaking engagements, and professional growth.
Patient Engagement
For private practitioners, Instagram can be a marketing tool to attract new patients, showcase expertise, and build rapport before the first appointment.
Creative Outlet
Many doctors find Instagram to be a refreshing space for creativity — whether through art, humor, or storytelling — that contrasts with the rigidity of clinical practice.
The Cons and Cautions
Of course, along with the benefits, building a physician brand on Instagram comes with challenges and ethical considerations:
Risk of Misinformation
Even well-intentioned posts can be misinterpreted. Oversimplifying complex topics or sharing anecdotal advice may inadvertently spread misinformation.
Professional Boundaries
Maintaining patient confidentiality and avoiding conflicts of interest is crucial. Physicians must tread carefully when discussing cases or promoting products.
Time and Burnout
Creating quality content takes time. For busy clinicians, managing a social media presence can add to the already high risk of physician burnout.
Criticism and Trolls
Public platforms invite scrutiny. Physicians may face backlash from peers or the public, especially when discussing controversial topics or expressing personal opinions.
Commercialization
Some doctors monetize their platforms through sponsorships, product endorsements, or by founding their own line of supplements, skincare, etc. While this can be lucrative, it raises questions about bias and credibility.
Tips for Physicians Considering Instagram
If you’re a physician thinking about becoming a content creator on Instagram, here are a few tips to get started:
- Define Your Niche: Focus on a specific topic — whether it’s pediatrics, mental health, or surgical education — to build a loyal audience.
- Stay Authentic: Share your true experiences and voice. Authenticity resonates more than polished perfection.
- Educate, Don’t Diagnose: Offer general advice and insights, but avoid giving personalized medical recommendations online.
- Engage Responsibly: Respond to comments and questions, but set boundaries to protect your time and mental health.
- Follow Guidelines: Familiarize yourself with HIPAA and your medical board’s social media policies.
The Future of Physicians on Instagram
Instagram and other social media platforms are reshaping how physicians communicate with the world. When used thoughtfully, it can be a powerful platform for education, advocacy, and connection. But like any tool, it requires care, strategy, and integrity.
Whether you’re a physician looking to use Instagram to build your patient base or just looking for a place to channel your inner influencer, Instagram can serve as an effective platform for marketing, education, and entertainment, and it’s only growing.
If you are looking for a new physician job, the recruitment team at Jackson Physician Search is eager to learn more about you and share our insights on the current market. Contact us today or start searching rural physician jobs online now.
Sources
“50 Best Doctors on Instagram to Follow in 2025.” Board Vitals, 2024. https://www.boardvitals.com/blog/doctors-on-instagram/
Bushak, Lecia. “The Top 12 Physician Influencers on Instagram.” MM+M, 2022. https://www.mmm-online.com/home/channel/the-top-12-physician-influencers-on-instagram/
Nelson, Jennifer. “15 Top Doc Social Media Influencers.” Medscape, 2025. https://www.medscape.com/slideshow/2025-doc-influencers-6018130
Nguyen, Latifa. “TikTok vs. Instagram: 9 Key Differences.” LitCommerce, 2025. https://litcommerce.com/blog/tiktok-vs-instagram-comparison/
