Background: Social media platforms have become ubiquitous tools that fundamentally alter how individuals interact with the healthcare system. Given the inherently visual nature of skin conditions, the quest for dermatologic information has surged in parallel with the exponential growth of these platforms over the past decade. In the Philippines, a global leader in social media usage, this digital shift is particularly significant.

Objectives: This study aimed to characterize Filipino adults who seek dermatology-related health information on social media and to investigate how this information influences their behaviors and decisions regarding skin, hair, and nail concerns.

Methods: A descriptive cross-sectional study was conducted in December 2022 utilizing non-probability, purposive sampling. Data were collected via a validated 16-item online questionnaire distributed across major social media platforms, including Facebook, Twitter, and Instagram. Descriptive statistics were utilized to analyze the responses and identify patterns in user behavior and demographic profiles.

Results: A total of 263 individuals participated. The majority were female (60.5%), single (92.0%), possessed high educational attainment (53.6% post-graduate), and belonged to the middle-class income bracket (54.0%). Facebook was the most utilized platform (94.3%). A substantial 87.5% reported searching for dermatologic information online, and 80.6% of these users actively verified the information's credibility. Social media significantly influenced the health decisions of 74.1% of respondents. Reported actions included starting (52.5%), changing (36.5%), and stopping (20.2%) treatments based on online findings. Notably, 51% of respondents subsequently sought consultation with a board-certified dermatologist.

Conclusion: This inaugural local study establishes crucial baseline data on the digital engagement of Filipino dermatologic patients. The findings demonstrate that while social media significantly alters treatment compliance and self-management, it also functions as a vital enabler that funnels patients toward professional evaluation. These insights are essential for healthcare providers to navigate and ethically engage within the evolving digital landscape.

Dr. R-jay Agbon is a board-certified dermatologist and clinician-researcher dedicated to bridging the gap between digital health and evidence-based dermatology. He completed his residency training at the prestigious St. Luke’s Medical Center and is a published author in the Journal of the Philippine Dermatological Society (JPDS).

Recognizing the Philippines' status as the global social media capital, Dr. Agbon has become a prominent voice in online health education, leveraging digital platforms to provide accessible, accurate dermatologic information. His pioneering research, "Social Media Use and Dermatology Consultation-Seeking Behavior Among Filipino Adults," offers critical insights into how digital engagement influences patient decisions, revealing that while social media can alter treatment compliance, it serves as a powerful enabler for seeking professional care.

Dr. Agbon’s expertise extends beyond clinical dermatology into the technical and specialized spheres of the field.

He is currently pursuing a Master of Science in Cosmetic Science, blending formulation knowledge with clinical practice, while simultaneously undergoing specialized training in Venereology. By combining his rigorous academic background with a forward-thinking digital presence, Dr. Agbon is committed to ensuring that the "digital waiting room" of the future remains a space for high-quality, professional medical guidance.