Social media isn’t just for the kids, either. According to Pew Research Center, the demographic breakdown of people with at least one social media profile is:
- 18–29: 84%
- 30–49: 81%
- 50–64: 73%
- 65+: 45%
When you consider just how entrenched social media use is across every age group — and how frequently people turn to digital channels to research healthcare and providers — it’s clear that creating a social media profile for your practice is a smart strategic move.
Here’s the good news: You don’t need millions of followers
Unless you’re harboring secret ambitions to become an influencer or make your living peddling your favorite scrubs, your profile doesn’t need to gain tons of followers. While insta-famous physicians like Dr. Mike boast millions of followers, it’s important to remember that these docs aren’t trying to grow their practice as much as build their own personal brand.
One million followers who don’t live in the area you serve and don’t need the services you offer won’t do your practice any good. Instead of trying to cast a wide net for clicks and likes, think of your social media presence as an extension of your practice and a way to engage with and educate current and prospective patients on the healthcare topics about which they care most.
Not sure what this looks like in real life? The following 5 healthcare providers and practices have #nailedit.
Dr. Tyler Hanks
Dr. Hanks is a pediatric dentist with a practice in the Salt Lake City area. A big believer in developing trust with his patients, Dr. Hanks uses social media to give prospective patient families a good sense of his practice and to share his thoughts about dental care for kids. He also offers his perspective on different issues related to dental health and links out to his practice’s website where patients can schedule appointments, learn about Dr. Hanks, and even order the toothpaste he created.
By using humor, bright colors, and branding, Dr. Hanks and his team have created a consistent presence across different social media platforms that engages and attracts families with young kids in the Salt Lake City area.
TikTok: @HappyToothSLC
Instagram: @happytoothslc
Facebook: Happy Tooth SLC
BB Aesthetic Wellness Center
BB Aesthetic is a medical spa practice in Gahanna, Ohio, that specializes in medical treatments that promote health and well-being. The practice employs multiple physicians, advanced practice nurses, registered nurses, estheticians, and aestheticians.
BB Aesthetic uses Instagram to showcase before and after pictures of patients who have undergone various treatments offered by the practice and to highlight patient success stories and testimonials. Its Facebook page serves as a resource about services that the practice offers and any special sales. Both platforms link to the practice’s website where patients can read about the medical team, read up on the popular, cutting-edge treatments, and find out more about promotional discounts on offer.
Instagram: @bb_aesthetic
Facebook: BB Aesthetic
The Healthy Human Direct Primary Care
With 2 locations in Ashland and Blair, Nebraska, the Healthy Human Direct Primary Care is an excellent example of how social media can spread the word about a growing practice.
Offering primary care for the whole family, The Healthy Human uses Instagram, Facebook, and Twitter to engage with members of the community, introduce new practitioners and staff members, and inform patients and prospects about special events and clinic pop-up events.
Since the practice offers direct primary care based on a membership direct pay model, as well as select medical spa services, it also uses social platforms to educate prospective patients about the full range of care and services available.
Instagram: @healthyhumandpc
Facebook: The Healthy Human Direct Primary Care
Twitter: @healthyhumandpc
Bakersfield Pediatrics
Just like the name implies, Bakersfield Pediatrics is a practice dedicated to providing the best possible care to the children of Bakersfield, California. Like Dr. Hanks, Bakersfield Pediatrics uses social media platforms to extend its ability to educate and connect with the parents of local children.
In addition to making the practice’s providers seem accessible and friendly to parents of patients, the social media profiles feature educational tips, developmental milestones, positive reviews from current patients, and interesting facts. Both Instagram and Facebook make it simple to find information about the practice’s hours and how to get in touch to schedule an appointment.
Instagram: @bakersfieldpediatrics
Facebook: Bakersfield Pediatrics
Jamaa Birth Village
Jamaa Birth Village provides culturally congruent midwifery and postpartum care to families in the greater St. Louis, Missouri region. The practice uses Instagram and Facebook to educate, inform, empower, and inspire the community it serves. In the practice’s feeds, you can find posts about everything from recipes for iron-rich smoothies to videos about the role of doulas during labor and the legacy of Black midwives.
By addressing just about every topic connected to maternal health, birth, postpartum wellness, and parenting on social media, Jamaa Birth Village has established itself as a trusted source of information where patients can find answers, reassurance, and exceptional holistic care.
Instagram: @jammabirthvillage
Facebook: Jamma Birth Village
Start small, dream big
Online marketing for doctors is essential in the digital age. For healthcare providers looking to craft a practice brand, social media is the perfect avenue to create and disseminate shareable content that is relevant to your practice, specialty, and patients.
As a healthcare provider marketing your practice online, social media can also maximize your content strategy. Blogging on healthcare services, trends, or topics of patient concern will allow your website to show more prominently in search results. Sharing links to these posts on social media channels, such as Facebook, Twitter, or TikTok will offer an additional way for patients to find you online.
