The Kutis by Kei founder aims to rethink a modern approach to dermatology, and what it means to be a doctor on social media
The landscape of social media has changed substantially since its earnest beginnings in the mid-1990s. Superseding its intended purpose as a means to connect with others, social media platforms such as Instagram and TikTok have since been able to not only provide that needed dopamine boost through contemporary forms of entertainment, but also to inspire and educate users through concise yet insightful content.
For Dr. Kei George Rebolledo, his decision to utilize TikTok as a way to kickstart his practice in dermatology has since amassed him both an audience as well as the first line of patients for his clinic, Kutis by Kei. Having just opened their second branch last January, the young practitioner now finds his outlook centered on growth not only for his career but also for the future of dermatologists and doctors alike.
Though previously uncertain of his preferred specialization, Dr. Kei took to pave his career in the medical field with his interests at heart. After graduating from medical school and passing the physician licensure exam, the fresh graduate, then, pondered on a path that didn’t necessarily require his attendance within a hospital setting.
Unconventional to say the least, this approach, then, led the aspiring doctor toward dermatology residency, the middle ground which allowed him to still pursue his medical career while creating and maintaining relationships with his patients. “It’s very visual, nakikita ko yung improvement na kumikinis yung mga patients ko (…I get to see the improvements on my patients’ complexion),” he shares.
After finishing his dermatology residency and passing the dermatology subspecialty board exam, Dr. Kei was then struck with an impasse regarding the next step of his career. As social distancing and working from home became the default outdoor protocols worldwide, the content creator then took to imparting his medical knowledge through TikTok, creating short-form videos that explain the misconceptions of skincare as well as providing tips and insight on the trends that exist in the industry.
In spite of the criticism that Dr. Kei faced with his approach toward the field, the dermatologist remained determined in creating his skincare-based content. “For me, when launching a dermatology practice, establishing a social media presence is crucial for raising awareness of your brand and services, even as a doctor,” the dermatologist shares. Through his persistence, the audience he has garnered then became the very first patients of Kutis by Kei, which saw its beginning in the doctor’s garage.
At this chapter of his practice, the business owner first accommodated online consultations, taking a range of calls from cosmetic services to actual medical concerns. In doing so, he was able to foster relationships with his patients, giving new meaning not only to his career as a doctor but for the brand he wishes to build.
“The reason why I entitled my clinic as ‘Kutis by Kei’ is because I want to target the common person. That’s why my videos are in Filipino. I explain things na parang kinakausap lang kita, na di ka matatakot pumunta sakin. (…I explain things that make you feel like we’re having a conversation, just so you wouldn’t be afraid to approach me),” shares the dermatologist.
Looking ahead, Dr. Kei wishes to see the next generation of doctors embrace the unconventional. “Be bold, be confident, and explore other things. […] Don’t be limited in your outlook [that] this is what a doctor should be,” he explains. With social media seeing itself integrated in both business creation and promotion, the entrepreneur encourages the new generation to pave their paths in their own way.
Reflecting on how he established his practice, the health-enthusiast explained how after graduation, he, too, was confused as to what his next step would be after graduation as he became disconnected in business having focused on medical school for much of his educational journey.
As Kutis by Kei now stands with two existing branches in Paranaque and Mandaluyong City, with their next course set for Makati city, reflective of its founder’s tradition of opening a new branch with each new year in his practice. Aside from this, the “dermapreneur” also took to founding a line of skincare through KBK Skin: Straightforward Skincare which provides simple yet effective ingredients at a reasonable price.
Through his services, Dr. Kei wishes to impart a legacy that destigmatizes the intimidation in his industry, envisioning a future where clients feel encouraged to take the next step for their skin. “I want to be your dermatologist next door,” he shares.
Visit Kutis by Kei through their Facebook, Instagram and TikTok platforms to learn more.