Public perception of dermatology and dermatologists in Italy: results from a population‐based national survey

Introduction The public perception of dermatology and dermatologists may be very relevant in guiding strategies for improving dermatologic care but it has been poorly investigated in Europe. Objective To investigate the public's perception of dermatology and dermatologists in Italy. Methods A representative sampling of Italian adults (n = 1500, aged 18–70 years), residing throughout the national territory was interviewed through a population‐based telephone survey using a structured questionnaire. Results The majority of interviewed aged between 35 and 54 years (45%) and had an intermediate educational level (57%), were employed (56%), and had at least one child in the family (68%). 70% of the interviewed knew at least one skin disease, particularly psoriasis, dermatitis, urticaria, skin tumours and nevi. The general practitioner resulted to be the first healthcare provider to consult in the case of skin problems for 73% of surveyed, with only 27% referring directly the private dermatologist. The dermatologist was the main referral specialist for psoriasis, pruritus and skin tumours by 66%, 54% and 53% of the sample, respectively. The most common reason for dermatological consultation was the control of nevi. In the case of childhood dermatitis, 52% indicated the paediatrician and 38% the dermatologist as the reference specialist. Almost half of the surveyed turned out to have a trusted dermatologist to consult in the case of skin problems. Finally, among those visited at least one time by a dermatologist, 46% were promoters, that is, they would recommend their dermatologist to a friend (net promoter score, 27). Conclusions The general population has a wide‐ranging understanding of skin diseases and the central role of dermatologists in skin care. Patients are looking for technical competence and loyalty, because this lead to more trusted and satisfactory physician–patient relationship. Public campaigns may be relevant in increasing awareness on curability of common skin diseases.