In the fast-paced world of social media, healthcare organizations have a unique opportunity to connect with their audience in meaningful ways. Whether you’re sharing important health tips or engaging with patients, it’s essential to use social platforms strategically. Here are six best practices to help your healthcare organization thrive on social media.
1. Provide Value with Every Post
Gone are the days when simply posting a link to your latest blog would suffice. In today’s digital landscape, each social media post should offer value to your audience, either by educating or entertaining them. Teaching followers about health topics is great, but so is:
- Sharing an inspirational patient story
- Offering a fun quiz or medical trivia
- Posting something lighthearted to make them smile
Knowing your audience is key to creating content that resonates. Whether it’s valuable information or a little humor, every post should feel purposeful.
2. Create Content People Want to Share
One of the biggest benefits of social media is its potential for shares. When someone shares your content, it extends your reach and exposes your message to new audiences. Shareable content not only amplifies your social presence but also enhances your reputation online.
For healthcare, consider content that’s easy for your audience to share, such as:
- Simple infographics explaining health tips
- Inspiring patient recovery stories
- Quick, actionable advice that helps improve health
Sharing content doesn’t just boost your social media stats; it also improves your SEO, as search engines recognize social shares as a sign of valuable content.
3. Stay Relevant to Your Audience
Healthcare brands don’t need to chase every trending topic to stay relevant. Instead, focus on what truly matters to your audience. For example:
- Pediatricians can share tips for keeping kids healthy during flu season
- Nutritionists can post recipe videos for balanced meals
- Dermatologists can offer summer skincare advice
Rather than jumping on every social media trend, provide information that genuinely impacts your patients’ lives.
4. Embrace Experimentation
Social media evolves rapidly, with constant changes to algorithms, new features, and emerging trends. To stay ahead, healthcare organizations should be willing to experiment with different content formats and strategies. Try using:
- Reels or Stories for engaging, bite-sized content
- Live sessions for Q&As with doctors or health experts
- Different posting times to see when your audience is most active
The key is to monitor your data and let the numbers guide your decisions. What works for one platform or audience may not work for another, so be flexible and adjust based on performance.
5. Repurpose Your Content
Not every social media post needs to be brand new. Repurposing content you already have is a smart way to keep your feed active and relevant. For example:
- Use a blog post to create a series of engaging social media graphics
- Turn a patient story into a video for Facebook or Instagram
- Share highlights from a recent webinar on LinkedIn
Repetition is important—sometimes your audience needs to see a message multiple times for it to truly stick. By repurposing content, you can reinforce your key messages without overwhelming your team with new content creation.
6. Document Your Social Media Workflow
If your team is juggling many responsibilities, documenting your social media processes is essential for consistency. Standardized workflows ensure your team knows what needs to be done and helps streamline your social media efforts.
Consider documenting:
- Roles and responsibilities for social media management
- Tone and voice guidelines for posts
- Policies for responding to comments or managing negative feedback
- Procedures for approving content before it goes live
By creating a clear roadmap for your social media activities, you’ll be able to maintain a consistent and professional presence across platforms.
Get Expert Social Media Help
Managing social media for a healthcare organization can be complex, but these best practices will help you stay on track and improve your results. For personalized strategies and expert guidance, consider booking a custom social media consultation with the ThriveFuel Marketing team.
Dive Deeper
Check out my most recent blog, Crafting Digital Ads that Resonate with Younger Patients, for tips on engaging Millennials and Gen Z in your healthcare marketing.
Kendle Bomersbach
Creative Fulfillment Manager
