The Intake

Insights for those starting, managing, and growing independent healthcare practices

How to use social media influencers to help boost your medical practice

Learn about social media marketing for medical practices and how you can partner with influencers to boost patient engagement and practice growth.

Two women looking at social media on a smartphone.

At a Glance

  • Social media has become a critical tool for medical practitioners to promote their services, engage with patients, and share health knowledge
  • Collaborating with healthcare influencers can enhance a practice’s reach and credibility
  • To work successfully with influencers, practices should identify relevant personalities, build genuine relationships, and ensure compliance with ethical guidelines

If you don’t use social media regularly, you might not be aware of the whirlwind changes it has undergone in recent years, reshaping how users interact and consume content — and how patients seek out health information and medical care. In fact, research indicates that up to 79% of people use social media to find answers to health-related questions.

In response, savvy healthcare professionals have embraced social media as an affordable, effective, and fun way to grow their practice. Not only do social media platforms provide a simple way to share educational content and health tips, they also provide a way to engage with patients, generate interest in potential patients, and advertise services your practice offers. 

Consistently posting engaging and credible information about the health conditions, preventive measures, and treatment options available to your patient population can help position you as a trustworthy source of medical knowledge and increase awareness about your practice. In an era when patients expect digital services and experiences, social media is an indispensable tool for marketing your private medical practice. By leveraging platforms like Facebook, Instagram, and LinkedIn, your medical practices can expand its online presence, drive people to your website, connect with your target patient population, and attract new patients. 

How do I promote my medical practice on social media?

​​ Now that we've established that social media is an effective way to increase visibility, attract new patients, and engage your community, here some essential steps and strategies to help you successfully promote your medical clinic on social media:

Step 1: Choose the right social media platforms

For success, start by selecting the social media platforms that align best with your clinic's goals and target audience. Facebook is generally a must-have for most medical practices due to its broad user base and diverse features. Consider other platforms like Instagram, X, formerly known as Twitter, LinkedIn, and YouTube, depending on the type of content you plan to share and the demographic you want to reach.

Step 2: Optimize your social media profiles

Ensure that your social media profiles are complete, accurate, and consistent across all the platforms you select. Use your practice's name, logo, and other branding elements to create a consistent, recognizable online presence and include essential information, such as your practice's contact details, services offered, operating hours, and a link to your website.

Step 3: Provide valuable and educational content

Focus on delivering valuable and educational content that will interest your audience. Share informative posts about health tips, medical advancements, preventive care, and general wellness. Avoid overly promotional content, as it may deter potential patients from engaging with your clinic.

Step 4: Showcase patient testimonials and success stories

Positive patient testimonials and success stories can be compelling social proof of your clinic's excellence. With patient consent, share their stories, before-and-after photos, and videos showcasing their experiences with your medical services. Authentic and relatable testimonials can build trust and confidence in your clinic among your audience.

Step 5: Use dynamic visual content

Visual content tends to perform well on social media, so it’s important to use eye-catching graphics, infographics, and videos to convey medical information and engage your audience. Visuals are more likely to capture attention in a crowded social media feed and can increase the likelihood of viewers sharing your content.

Step 6: Host Q&A sessions and live videos

Engage with your audience by hosting Q&A sessions or live videos on social media. Answer common health-related questions, provide medical advice, and discuss topics that matter to your patient population and community. These types of live sessions give viewers more insight into your practice and offer the chance to interact directly with your team.

Step 7: Run social media ads

Consider running targeted social media ads to reach a specific audience based on location, demographics, interests, and behavior. Social media ads can increase your practice's visibility and attract potential patients who might not have come across your content organically.

Step 8: Encourage patient reviews and user-generated content

Encourage satisfied patients to leave positive reviews on your social media pages and other online platforms. User-generated content, such as patient stories, photos, and videos, can further enhance your practice's reputation and authenticity.

Step 9: Monitor and analyze performance

Regularly monitor the performance of your social media efforts using analytics tools provided by each platform. Track key metrics like engagement, website traffic, and patient inquiries to assess the effectiveness of your social media promotions. Use this data to refine your strategies and content for better results.

Step 10: Partner with influencers

Collaborating with social media influencers in the healthcare niche can help amplify your clinic's reach. We discuss tips for success at length below.  

By implementing these strategies, you can effectively promote your medical practice on social media, foster a positive online presence, and attract new patients to your practice. Remember to maintain patient privacy, adhere to relevant regulations, and maintain professionalism in all your social media interactions.

Partnering with social media influencers to boost your practice

Engaging with healthcare healthcare influencers on social media can be a great way to expand the reach of your practice while also increasing credibility and patient trust. Healthcare influencers, who have built a dedicated following based on their content, can amplify your practice's message to a larger audience and help you gain exposure to potential patients who may not have been aware of your services. 

Healthcare influencers, who have built a dedicated following based on their content, can amplify your practice's message to a larger audience and help you gain exposure to potential patients who may not have been aware of your services. ”

Influencers can also provide a human face to the medical practice, making healthcare more relatable and approachable. This engagement can lead to increased patient inquiries, appointments, and strengthen your reputation within the healthcare community. 

Here are some tips to help you partner with social media influencers to boost your practice’s online reputation:

1. Identify relevant influencers

The first step is to identify healthcare influencers who align with your medical practice's values, specialties, target audience, and geographic location. Look for influencers who have a considerable following in a healthcare or personal health niche that applies to your speciality and whose content resonates with your practice's mission. It's essential to choose influencers who can authentically promote your services and engage with their audience genuinely.

2. Build a relationship

Once you've identified potential influencers, focus on building an authentic relationship with them. This means engaging with their content, leaving thoughtful comments, and sharing their posts on your own channels. Follow them on social media and subscribe to their blogs or YouTube channels. Building a genuine connection with an influencer will increase the likelihood of them reciprocating and being open to collaboration with your medical practice.

3. Craft your own engaging content

To effectively collaborate with influencers, you will need to create engaging and valuable content for your practice that aligns with their style and resonates with their audience. Consider offering informative blog posts, interactive infographics, or short videos that educate their followers about relevant health topics and your medical services. The content should be informative, credible, and visually appealing to captivate their audience's attention.

4. Influencer campaigns and takeoveres

Consider running influencer campaigns or takeovers where the influencer showcases your medical practice for a set period. This could include hosting live Q&A sessions, conducting virtual clinic tours, or sharing patient success stories. Influencer campaigns can generate buzz and interest in your practice, reaching a wider audience who might not have been exposed to your services otherwise.

5. Comply with ethical guidelines

While working with social media influencers, it's essential to adhere to ethical guidelines and regulations. Ensure that the influencer's posts comply with advertising disclosure rules and accurately represent your medical services. Transparency and authenticity are vital to maintaining trust with both the influencer's audience and your potential patients.

By identifying relevant influencers, building strong relationships, and crafting engaging content together, you can effectively leverage their reach and to impact your own practice. 

Developing a social media policy for medical practice

Developing a comprehensive social media policy is crucial to protect your practice, maintain professionalism, and safeguard patient privacy. 

Here are essential elements to consider when creating a social media policy:

Confidentiality and privacy 

Emphasize the importance of patient privacy and confidentiality. Clearly state that employees should never share any patient information, photos, or details on social media platforms. Reinforce the need to follow Health Insurance Portability and Accountability Act (HIPAA) guidelines and any other applicable data protection laws.

Code of conduct

Set clear guidelines for appropriate employee conduct on social media in their professional capacity and clearly spell out expectations. Encourage employees to maintain a professional tone and prohibit any involvement in personal attacks, offensive language, or controversial topics. 

Ownership of content 

Specify that any content related to the medical practice posted on official social media accounts belongs to the practice itself. Ensure employees understand that they cannot use the practice's logo or trademarks for personal accounts without permission.

Separation of personal and professional accounts 

Instruct employees to maintain separation between personal and professional social media accounts. This separation helps minimize the risk of inadvertently sharing inappropriate or sensitive information.

Social media training 

Provide training on social media best practices, privacy, and security to all employees who handle the medical practice's social media accounts. Ensure they understand the risks associated with social media use and how to handle any potential issues.

Response to negative comments 

Outline the procedure for handling negative comments or reviews on social media. Designate specific individuals or a team responsible for responding to such comments in a professional and timely manner.

Monitoring and moderation 

Implement a monitoring and moderation process for the practice's official social media accounts. Regularly review posts and comments to ensure compliance with the policy and to address any inappropriate content promptly.

Social media passwords and security 

Emphasize the importance of safeguarding social media account passwords and ensuring that access is limited to authorized personnel only.

Periodic policy review 

Regularly review and update the social media policy to stay current with changing regulations and best practices.

A well-crafted social media policy will help ensure responsible social media use, protect patient privacy, and maintain a professional online presence. Communicate the policy clearly to all employees and continually educate them on the importance of adhering to these guidelines without fail.

Can social media be used to improve patient outcomes?

Social media’s value extends beyond marketing and growing your practice. It can play a meaningful role in improving patient outcomes by enhancing communication, education, and engagement between patients and their healthcare team. 

Here are some ways your practice can use social media and other digital platforms to the patient experience for the people you serve:

Health education and awareness 

Social media platforms provide an ideal space to share valuable health information and promote awareness of various medical conditions and preventive measures. Consider sharing factual, easily-digestible content, such as blog posts, infographics, and videos, on your social media channels or website to help educate your patients about healthy lifestyle choices, early detection of diseases, and management of chronic conditions. Increased health literacy empowers your patients to take a proactive approach to their own health, leading to better self-care and improved outcomes.

Remote monitoring and support 

Social media can facilitate remote patient monitoring, especially for patients with chronic illnesses or those in post-operative recovery. By using secure messaging platforms or telemedicine applications, you can track patients' progress, answer questions, and provide support even outside of traditional clinic hours. This ongoing engagement can lead to better adherence to treatment plans and medication regimens, reducing the likelihood of complications and even hospital readmissions.

Timely and personalized communication 

Social media and digital platforms enable rapid communication and quick dissemination of critical health updates, such as changes in clinic hours, vaccination campaigns, or disease outbreaks. Your practice can use social media to reach your patients in real-time and deliver personalized messages based on their health conditions or demographics. This personalized approach fosters a stronger patient-provider relationship and improves patient satisfaction.

Real-time health alerts and reminders 

Social media can be also used to send health alerts, reminders, and updates to patients. For instance, healthcare providers can use social media to remind patients about upcoming appointments, provide vaccination schedules, or share seasonal health tips. These reminders promote timely healthcare interventions and encourage patients to stay proactive about their health.

Encouraging patient feedback and participation 

Social media platforms can be utilized to gather patient feedback, opinions, and experiences. By encouraging patients to share their thoughts and provide reviews, healthcare providers can gain valuable insights into their services' strengths and areas for improvement. This patient-centered feedback loop enables healthcare professionals to make data-driven decisions and enhance the quality of care they provide.

Patient Perspectives Report
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Learn what influences patient choices and behaviors in the 2023 Patient Perspectives report.
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Kate Smith, RN, BSN

Kate Smith is a registered nurse with extensive experience caring for patients in urban emergency departments, private practices, in-home hospice settings, and on cruise ships around the world. She is also a writer who is passionate about the medical field, and endeavors to approach topics in ways that give readers a new perspective.

Reviewed by

Baran Erdik, physician and healthcare consultant

Dr. Baran Erdik, MD, MHPA is a physician with further specialization in internal medicine/cardiology. He has traveled the world, working as a physician in New Zealand, Germany, and Washington State. He’s been published numerous times and currently works in healthcare compliance and consulting.

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