Social media for healthcare practices isn’t about going viral or building a massive following. It’s about connecting with the patients who need you most. When done right, your posts become a bridge between anxiety and reassurance, between questions and answers.
On episode 2 of our Healthcare Marketing Edge podcast, Amanda Clark from Atria Social nailed it, “You have to understand your audience.” Patient-centric posts speak to their perspective, not your resume.
The challenge is that healthcare social media walks a fine line. One thoughtless post can damage trust that took years to build. But the right approach transforms your practice from just another medical office into a trusted resource patients actively seek out.
Why Patient-Centric Content Matters
Patients don’t follow your healthcare practice to see promotional content. They’re looking for guidance, reassurance, and proof that you understand their concerns. CDC Research found that 59% of adults search for health information online, often turning to social platforms for relatable, digestible content.
When your posts focus on patient needs rather than practice achievements, something shifts. Trust develops naturally. Patients begin to see you as approachable rather than intimidating. Your practice becomes the one they think of when health concerns arise.
The Do’s That Drive Results
Share Patient Stories With Permission: Nothing builds trust like real outcomes. “Here’s Sarah, back to her morning runs after knee surgery” resonates more than any technical explanation.
Speak Their Language: “Three ways to ease back pain” connects better than “lumbar spine management techniques.” Patients want solutions they can understand and implement immediately. Save the medical terminology for professional conferences.
Create Genuine Conversations: Ask questions that matter to your audience. “What’s your biggest concern about dental visits?” This type of question is going to increase follower engagement and start genuine conversations. Those comments are like mini-consultations, and consultations become appointments.
The Don’ts That Kill Engagement
Avoid Heavy-Handed Selling: “Call now for 20% off cleanings” feels desperate and unprofessional. Instead, focus on value. “Worried about your first cleaning in years? Here’s what to expect” builds trust while addressing real concerns. You can do this occasionally, but keep in mind your ratio of helpful content versus salesy pitches. Consider keeping this ratio over 10:1.
Never Compromise HIPAA Compliance: Patient privacy isn’t negotiable. A simple waiting room photo is fine, but any identifiable patient information can result in significant fines and irreparable reputation damage. When in doubt, don’t post.
Don’t Go Silent: Social media demands responsiveness. When patients comment with questions or concerns, silence sends the wrong message. Not actively engaging with patient comments hurts overall engagement and post reach.
Making It Sustainable
Start with content that addresses the questions your staff answers daily. Turn those repeated conversations into helpful posts. Track what generates meaningful engagement rather than just likes or shares.
Don’t overwhelm yourself to start. Commit to one weekly post, like a health tip or patient story, and track likes/comments to gauge the response to each type of content over time.
Reuse existing content like podcast interviews or blog posts by breaking them into smaller pieces (e.g., video clips, carousel posts). This will provide a larger volume of posts without the demand of extensive content ideation and creation.
Start To Ramp Up Your Social Media
Patient-centric social media for your healthcare practice isn’t about perfectly produced posts or viral content. It’s about consistent, helpful communication that builds trust over time. Start by identifying three questions patients ask frequently. Turn those into posts this week, respond to every comment or question that follows and see what happens!
The goal isn’t to become social media famous. It’s to become the practice patients think of first when they need care.
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