Social Media Tips for Medical Practices: What Works and What Doesn’t

Let’s be honest—social media and healthcare haven’t always been the best of friends. But in 2025, that’s changing. Fast. Whether it’s a dental clinic in Manchester or a private physiotherapy practice in Edinburgh, social media for medical practices is no longer optional—it’s essential.

Why? Because people don’t just search for doctors anymore—they scroll for them. According to Statista, over 5 billion people globally are active on social media. And healthcare is now one of the top five industries seeing rising engagement. So if your clinic isn’t showing up where patients spend their time, you’re already behind.

In this blog, we’ll break down what actually works on social media for medical practices—and what simply doesn’t. Plus, we’ll explore the latest trends that get real results (not just likes), with examples, tips, and a few “don’ts” you’ll want to avoid.

✅ What’s Working Right Now for Medical Practices

From TikTok reels to wellness Q&As, healthcare marketing on social media is evolving. Here’s what’s getting eyeballs and appointments.

1. Short-Form Video That Builds Trust

You’ve seen it—those 30-second videos of a GP giving quick tips or a dentist showing behind-the-scenes of their clinic. This stuff works.

📊 In fact, Statista reports that 78% of social media users say short-form videos are their favorite type of content. And in healthcare? It helps people feel safer booking.

👉 Try this: Film a short “Meet the Doctor” intro or a quick tip like “What to expect during your first chiropractic session.” Keep it raw, real, and under 60 seconds.

“People don’t want a lecture. They want to feel like they’re talking to a human being,” says Dr. Neil Bhatt, a family physician who grew his practice’s reach by 400% with weekly Instagram Reels.

2. Educational Carousels with Bite-Sized Tips

Let’s say you’re a skin clinic in Bristol. Instead of posting a huge blog on rosacea, break it into a 5-slide carousel:

What is it?

• Common triggers
• What NOT to do
• Treatment options
• When to see a dermatologist

Bold, branded, and scannable. That’s the magic. These posts get 3x more shares than static images, according to Hootsuite.

3. Authentic Testimonials in Story Format

Here’s the deal: Nobody trusts a five-star review with no face. But if you post a 15-second story of a real patient (with consent!) saying, “I was so nervous, but this clinic made me feel safe,”—that sticks.

Pro tip: Use Instagram Highlights to save those testimonials. Make them visible to every new viewer. That’s social proof you can’t buy.

4. Interactive Polls & Stories to Spark Engagement

Let’s be real, patients love feeling heard, even if it’s just tapping “Yes” on an Instagram poll. Interactive stories are quick, fun, and algorithm-friendly. They tell the platform that people are engaging with your content,  and that boosts visibility.

Try this:

• “How often do you get eye exams? 👁️ Once a year / Haven’t in ages”
• “Should we go live next week with a GP Q&A?”
• “What skincare topic should we break down next?”

These micro-engagements do more than entertain—they create brand familiarity. And in healthcare, that familiarity leads to trust—and eventually, bookings.

Pro Tip: Use story quizzes to dispel common myths (“True or False: You should floss before brushing”) and follow up with a slide explaining the right answer. Education + interaction = win-win.

🚫 What Doesn’t Work Anymore (And Probably Never Did)

It’s not just about what to post—it’s also about what to avoid. Some outdated tactics are doing more harm than good.

1. Overly Polished, Corporate Posts

Sure, you want to look professional. But if your posts look like stock photos or read like textbook jargon, people scroll right past.

People don’t connect with stock quotes or stiff posts. They want to see the humans behind the scrubs. Share a quick staff intro, a clinic moment, or answer a real patient question. That’s the kind of content that sticks.

Think:

❌ “We value patient satisfaction.”

✅ “Here’s how we made Jack’s first root canal feel like a breeze.”

2. Ignoring DMs and Comments

If someone messages your clinic on Instagram and hears back three days later…that’s a red flag. In today’s world, a social media message is a front desk inquiry.

In fact, according to Sprout Social, 79% of people expect a reply within 24 hours on social.

Use automation for FAQs, but make sure a real human is checking in too. You wouldn’t ignore a ringing phone—don’t ignore your DMs.

3. Posting Without a Clear CTA

“Here’s a picture of our new clinic lobby!” Cool. But…so what?

Every post should lead somewhere—whether that’s a “Book Now” button, a blog link, or even a poll asking followers what they want to see more of.

➡️ CTA examples that work:

• “Tap to book your free consult.”
• “Swipe to learn more about post-surgery care.”
• “Vote: Should we do a Q&A on anxiety meds next?”

📈 3 Trends in 2025 That Are Changing the Game

If you’re still only using Facebook…yeah, we need to talk. These new social media trends are where forward-thinking practices are heading.

1. AI-Powered Personalization Tools

Social platforms are getting smarter—and so should your content. With tools like Meta Advantage+ and predictive scheduling apps, clinics can tailor posts based on user behavior.

Imagine your acne treatment post only showing up for 18–to 30-year-olds in urban areas? That’s not the future—it’s now.

And yes, it boosts ROI. Clinics using hyper-targeted posts have seen conversion rates double, according to Meta’s internal data.

2. Voice & Search Optimized Captions

Here’s a secret: People are using Siri and Alexa to find clinics.

Let’s be honest—most people just talk to their phones now. Phrases like “urgent ENT near me open today” are how they search. So, keep your captions simple, voice-friendly, and full of natural keywords.

Also, don’t skip alt-text or quick video descriptions. They help users with impairments and boost your reach. It’s inclusive and smart—platforms reward accessible content with better visibility.

3. Collaborations with Health Influencers

This one surprises people. But yes—partnering with local micro-influencers (1K–10K followers) in the wellness space can work wonders.

Think of a fitness coach shouting out your physio clinic, or a mummy blogger showing her visit to your pediatrician. Authentic, geo-targeted, and highly trusted.

Just make sure they align with your clinic’s values, and always disclose partnerships properly to stay compliant.

💬 A Word from Digileap

At Digileap, we’ve helped medical practices—from boutique skin clinics to dental chains—turn their social media from “meh” to magnetic. We combine deep healthcare marketing insights with modern tools that keep your content compliant, personal, and powerful.

If you’re ready to scale smartly, it’s time to think beyond just posts and build an actual patient journey that starts on social.

🔚 Conclusion: It’s Not About Going Viral—It’s About Building Trust

End of the day? It’s not about filters or giveaways. It’s about trust. Being seen, being real, and giving people a reason to say, “Yeah, I’d book with them.”

Start with small wins: film one video this week, reply to every comment, and track which posts lead to real bookings.

Not sure where to start? Here’s a great resource on content ideas for healthcare you can bookmark.

And if you’re looking for long-term strategy, content calendars, and SEO-backed execution, Digileap’s got you covered.

✅ TL;DR: Social Media for Medical Practices—What Works

What Works

Short-form video that humanizes your practice

Educational carousels with clear takeaways

Patient testimonials that show trust

What Doesn’t

Polished, robotic posts with no heart

Ignoring comments or slow DMs

Posts with no call to action

Hot Trends in 2025

AI targeting & smart ads

Voice-search optimized captions

Local influencer partnerships

👉 Don’t just exist on social. Use it as a gateway to build trust and fill appointments.