Instagram and TikTok Tips for Medical Practices

Key Takeaways:

• Social media marketing healthcare is more than froth, it can be a legitimate means to reach out to patients and give them more information about managing their health and well-being.
• Trust and reputation are the cornerstones of your posts, and that all starts with establishing ground rules, giving people their chance to speak, and acknowledging the current state of healthcare.
• Working with an expert can help you better understand who your audience is, where they spend their time, and what messages they’re receptive to.

Instagram and TikTok are both popular platforms, with more than 50% of Gen Z turning to TikTok for advice. And even if not every doctor approves of their use, they're both valuable portals for information. We’ll look at how to responsibly use these tools and what you can do to better improve patient relations.

Narrow Down Your Focus

Some doctors use social media solely to educate, while others use it to advocate for patients or market their latest services. While you certainly can mix and match, it’s usually easier to stand out when you specialize in just one thing. For example, you might spend three minutes discussing a common ailment and 20 seconds briefly mentioning how your office can help. This way, you educate and market your services at the same time.

Establish Trust

Trust on social media may sound like a paradox, but there are ways to provide real information without alienating patients from all walks of life. Stick with trusted sources and, in the case of controversial topics, consider acknowledging the other side of the aisle to open a discussion rather than ignore the perils of misinformation. Remind your audience that medicine in every respect evolves over time, and you’re doing everything you can to stay on top of the developments.

Stay Professional

There’s nothing wrong with using humor in your TikTok medical marketing or jumping in on the latest Instagram for doctors trend, but your practice’s persona shouldn’t do it at the expense of your reputation. Some specialties, like dermatology, may have more leeway than others, so consider the balance you want to strike before you cement your content schedule.

Let People Speak

Your viewers have their own experiences, and it can mean a lot for them to feel heard. Answering questions (without giving personal medical advice) can be a great way to engage people and help them remember your practice when they’re ready to take action. When it comes to more contentious exchanges, whether it’s trolls or misinformation spreaders, you may need to establish some basic criteria about how to block users from your platform.

Step Up Your Digital Presence

Part of the reason why social media fails is that doctors fail to understand the digital landscape. If you want to go beyond the general advice, like age brackets and generic marketing tips, you may want to work with a team that specializes in stepping up your digital presence based on your patient demographics, location, and clinical goals. Contact us to see how we tailor each strategy just for you.