Healthcare marketing limited to billboards or print mailers is long gone. Now it thrives where patients spend their time: online.
When your healthcare marketing uses social media strategies, you’ll build trust, educate patients, and stay visible in a highly competitive landscape. But with so many platforms to choose from… which ones bring the best return on investment?
In this article, we’ll explore which social platforms work best for healthcare practices, how to use them responsibly, and how to connect them with other healthcare marketing tools for greater impact.
Does Social Media Matter in Healthcare Marketing?
Social media is one of the strongest pillars of modern healthcare marketing. With over 72% of Americans using at least one social network, your patients are already there, usually seeking health tips, looking at reviews, and researching providers before making a decision. According to Pew Research, even seniors are increasingly active on Facebook and Instagram, making these channels essential for engagement.
When you think about healthcare in social media, what content do you think of? We’ve seen that the best strategies share education, highlight staff, and answer common patient questions. When paired with automated email campaigns and your website, these channels ensure you remain top-of-mind from first contact through follow-up.
If you’re unsure where to start, explore our healthcare social media services to see real examples of how we make it happen.
Facebook: A Reliable Channel for Healthcare Marketing
Facebook is still the top social channel for healthcare marketing, and it’s easy to think why: it has a broad reach across nearly every age group.
Make use of Facebook’s appointment requests and messenger chats, easy to manage as these are great for converting interest into bookings.
Easy Content Ideas:
Don’t know where to start? Here are three ideas that perform well on Facebook to get you warmed up to content creation:
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Weekly health or wellness tip posts
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Short patient testimonial videos (with permission)
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Seasonal service promotions (e.g., flu shots, skin checks)
Extra tip: Pair organic posts with targeted Facebook Ads to promote services or special offers. Our team can help you build compliant, effective Facebook campaigns matching your brand voice and patients’ needs.
Instagram: Building Trust Through Visual Stories
Instagram shines for healthcare marketing when you focus on building a personal, approachable brand. Consistent branding and high-quality visuals are also key to helping build trust among patients.
Easy Content Ideas:
Don’t know where to start? Here are four easy ideas that resonate with younger audiences and showcase your friendly medical practice.
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Before-and-after photos (remember to get patient consent)
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Quick Reels about procedures
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Graphics that answer common medical questions
Extra tip: For guidelines on maintaining patient privacy while sharing images, check this HIPAA social media guide.
LinkedIn: Professional Visibility for Healthcare Practices
LinkedIn may not seem like the obvious first choice for healthcare marketing, but it is valuable for B2B outreach, provider partnerships, and even staff recruitment.
Easy Content Ideas:
Don’t know where to start? Here are three easy ideas that will build professional reputation:
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Research summaries related to your specialty
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Industry news or legislative updates affecting your patients
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Practice milestones or awards
Extra tip: Pairing LinkedIn updates with email outreach to local referring doctors helps you strengthen relationships in your specialty. See our guide to 30-Day patient acquisition for a more detailed strategy.
Building an Integrated Social Strategy
No matter the platform, integrating social media with email marketing and your website is essential. A patient who sees you on Instagram might later book an appointment after receiving an educational email or seeing your positive reviews online. Multi-channel campaigns consistently outperform single-channel efforts.
At Integrated Medical Marketing, we create social media systems that are HIPAA-compliant, consistent with your brand, and proven to help you build stronger patient relationships.
Ready to take your social strategy to the next level? Contact us today for a free consultation, and let’s design a healthcare marketing plan that grows your practice the right way.
