Social media lets people see the doctor before they call. You don't need every platform or a daily post. Pick the one platform your future members use, post twice a week, and keep doing it for six months before you judge it.
Pick one platform
- Facebook: local community groups.
- Instagram: photo and video.
- LinkedIn: a professional network, useful for employer leads. The employer partnership playbook.
Five kinds of posts that work
- Price and value: "A strep test here costs members $X. Here's what it costs elsewhere."
- Behind the scenes: the office, the team, a day in the practice.
- Answers: a common question in one paragraph.
- Local: events, schools, businesses you support.
- Openings: "We have room for 20 new families this month."
What not to post
Nothing about a real patient without written permission. No photos where a patient can be seen or identified. How to share patient stories with consent.
A schedule you can keep
Two posts a week. Write a month of posts in one sitting and schedule them. Answer comments and messages within a day.
Is it working?
Likes don't pay rent. Track how many new members say they found you on social media. In a made-up example, 3 hours a month on posts and 2 new members a month from social. Compare that with your other sources. How to tell if marketing is working.
What I'd do this week
- Pick one platform.
- Write eight posts, two of each of four kinds.
- Schedule them for the next month.
Common questions
Should the doctor post personally?
If they're comfortable.
Should I pay to promote posts?
Only as a small test with a set budget and a way to track results.
What about local Facebook groups?
Join as yourself, help when you can and follow each group's rules on promotion.
Want marketing time weighed against results?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.