An Expert’s Guide to Healthcare Marketing on Social Media

We’ll admit that healthcare marketing isn’t exactly known for its viral dance challenges or meme-worthy moments. But social media is exactly where healthcare providers need to be.

Why? Because your patients are already there. They’re scrolling, liking, sharing—and looking you up online—long before they ever step into your waiting room.

In 2025, social media isn’t just a cherry on top for your healthcare organization—it’s a lifeline for building trust, educating communities, and ultimately filling appointment slots.

But how do you balance HIPAA compliance with cheeky TikTok trends? Buckle up. We’re diving into the how, why, and “OMG, why didn’t we think of that?” of healthcare social media marketing.

Understanding Your Audience

Gone are the days when billboards and brochures defined healthcare marketing strategies and budgets. Today, over 72% of adults use social media, and 60% say they use content on these platforms to research and choose healthcare providers. Your practice needs a seat at the digital table to:

1. Reach new, younger patients. Social platforms connect you to people in their 20s, 30s, and 40s who prioritize convenience and transparency (we’re looking at you, Gen Z and Millennials).
2. Share credible health info. Social media is a vehicle to build trust and combat misinformation with evidence-based content—think flu-shot reminders and myth-busting infographics.
3. Humanize your brand. Showcasing your humanity with glimpses of your team and patient success stories will build emotional connections that last.

Who’s Scrolling, and What Do They Want?

Your patients are unique, and so are their social media habits. For example, a pediatric clinic’s audience is most likely on Instagram and drawn to parenting ideas such as helpful and inventive Band-Aid hacks, while a cardiology practice might connect with older professionals on LinkedIn through informative articles. Here’s how to tailor your approach:

Demographics Matter!

• Gen Z & Millennials prefer Instagram Reels and TikTok for quick, relatable content.
• Parents often frequent Facebook groups and Pinterest in search of family health tips.
• Healthcare professionals commonly browse LinkedIn and Twitter (X) for industry news and peer networking.

Speak Their Language

Tailor your tone to your audience. A post about seasonal allergies could be:

• For parents: “Psst… Pollen’s back. Here’s how to keep your kiddo’s sneezes in check 🧼”
• For seniors: “Spring allergies? 3 proven ways to enjoy the outdoors without the sniffles.”

Choosing the Right Platforms

You don’t have to be everywhere. In fact, spreading yourself thin across 10 platforms is a recipe for burnout. Focus on channels where your audience actually hangs out:

• LinkedIn: Ideal for older, established patients, B2B networking, recruiting, and sharing white papers.
• Instagram & TikTok: Perfect for visual storytelling (think vaccine FAQs, patient testimonials, or “Day in the Life” reels from your staff).
• Facebook: Still reigns for community-building and event promotions (e.g., free health screenings).

Start building your social presence on one or two platforms. Aim to post 3-5 times a week with a balanced mix of educational posts, patient stories, and relatively lighthearted content (yes, healthcare can have some humor).

Compliance and Regulations

Ah, HIPAA—the five-letter acronym and four-letter word of healthcare marketing. One misstep (like sharing a patient photo without consent) can lead to hefty fines. Here’s how to stay safe:

1. Train your team. Ensure everyone knows your social media policy. Role-play scenarios like, “What if a patient tags us in a post?”
2. Never share Protected Health Information (PHI), even in DMs.
3. Use disclaimers, such as “Opinions are my own” on staff accounts and “Results may vary” on patient testimonials.

Creating a Winning Social Media Strategy

The best way to generate a following and convert likes into patients is to publish content that connects on both an emotional and an intellectual level. Create a dynamic social presence with a variety of formats and media.

• Post educational content, which is great for breaking down complex topics (e.g., “What’s a lipid panel? Let’s demystify your bloodwork.”).
• Feature user-generated content (UGC). Share patient testimonials (with consent!) or repost community shoutouts.
• Swim upstream with trending conversations. Tap into hashtags like #HealthyEatingWeek or #MentalHealthAwareness to find active conversations online—but keep it relevant.

Balance is the key to great brand messaging on social platforms. Mix evergreen content (e.g., “5 Signs You Need a Physical”) with timely or seasonal posts. And don’t shy away from humor! A caption like, “Coffee vs. Water: Which Hydrates Better? (Spoiler: It’s not the latte),” can spark engagement without compromising professionalism.

Measuring Success on Social Media: Beyond Likes and Follows

Vanity metrics are so 2010. Track what actually impacts your bottom line. And remember: If your metrics flatline, it’s time to pivot (no defibrillator required.)

Here’s what you need to be monitoring.

Engagement Rate

Engagement rate measures how actively your audience interacts with your content and tallies every comment, share, save, and emoji reaction. Aim for a 3-5% engagement rate (that’s the industry average for healthcare).

If your rate is a little low, boost engagement with these tactics:

• Ask questions. For example, “Poll: Which flu-prevention tip do YOU swear by? 💉 Hand sanitizer or 8 hours of sleep?”
• Spark conversations. You might share a myth-busting stat: “Did you know 1 in 3 adults skip their annual physical?” Invite followers to join the conversation.
• Celebrate wins with staff shout-outs and expressions of gratitude. Personalize your practice. It’s a crowd favorite!

Click-Through Rate (CTR)

CTR tells you how many people clicked your link to book an appointment, read a blog, or download a resource. It’s the digital equivalent of a patient walking from your lobby to the exam room—action matters more than window shopping.

• Tools to track CTR include:
  • Google Analytics (for website traffic)
  • Platform-specific insights (e.g., Instagram’s “Swipe Up” metrics in Stories)
  • UTM parameters, which trace patient journeys from social posts to your website.

Return on Investment (ROI)

The ROI calculates cost per lead from paid campaigns vs. revenue generated. But ROI isn’t just about dollars; it also counts activities that add value, such as an increase in new patients, a slew of positive reviews, or lower no-show rates. Other examples of non-financial ROI include bookings tied to social promo codes, as well as time saved. If your FAQ videos reduce front-desk calls, that’s ROI in staff sanity!

Tools & Resources for Healthcare Marketers: Your Digital First-Aid Kit

Tools like Sprout Social and HubSpot simplify content creation, post scheduling, and analytics. Lean into these free and affordable resources to create a sustainable workflow and a consistent post cadence—and to dodge HIPAA landmines.

Here’s your prescription for efficiency:

• Hootsuite

This site is excellent for scheduling posts across platforms, monitoring mentions, and tracking tags, comments, and DMs to ensure patient privacy isn’t accidentally breached. Use keyword filters to flag terms like “patient” or “test results,” to add an extra layer of HIPAA protection.

• Canva

Canva is the aspirin of design tools—simple, fast, and effective. Use it to create HIPAA-safe graphics. Streamline the process by utilizing hundreds of available healthcare-themed templates for Instagram Stories, Facebook covers, and even printable clinic posters. Canva’s creative features are endless, from animating content to creating multi-photo carousel posts, and much more.

• Clearscope

Clearscope offers the digital equivalent of an MRI for your content—it scans your drafts and spots gaps. Use it to optimize keywords, grade content, align with trends, and analyze competitors.

• Sprout Social

Sprout Social goes beyond basic metrics to monitor rival practices’ social posts, analyze audience sentiment, and sync patient inquiries from social media to EHR systems (among other CRM integrations).

• UpToDate

Need evidence-based stats for a post on diabetes management? UpToDate offers peer-reviewed clinical content to back up claims, making it easy to cite studies in posts and educate followers by turning complex ideas into bite-sized tips.

• HubSpot

It’s the all-in-one marketing platform, stitching together email campaigns, social posts, and website analytics. For healthcare marketers, Hubspot is ideal for follow-up automations (like appointment reminders or post-visit surveys), tracking patient journeys, and storing compliance documents.

• Training Resources

Sharpen your skills with free programs like Hubspot Academy or Coursera’s Digital Marketing Courses.

Case Studies

Big Sea Client Spotlight: Whole Health Partners

We helped this telehealth provider launch a Meta ad series and social media strategy featuring geo-targeted ads and personal, on-brand video posts, resulting in a surge in web traffic, consultation bookings, and social media engagement.

Big Sea Client Spotlight: WNC Health Network

In 2020, the nonprofit organization, WNC Health Network, partnered with Big Sea to launch the “My Reason WNC” digital social media campaign, addressing health inequities in western North Carolina during the COVID-19 pandemic. Utilizing Facebook, Instagram, and YouTube, the campaign reached over 1 million individuals by May 2022. Posts combatted misinformation and promoted vaccination through trusted, local voices (including Gladys Knight!).

According to a public survey, 30% of those who viewed the advertisements reported that they influenced their behavior. The CDC recognized the campaign’s impact, and it was presented at a national conference.

Future Trends in Healthcare Marketing on Social Media

Brace yourself for the next wave of healthcare social media content! Future healthcare marketing trends will include:

• Healthcare influencers, or doctors and nurses with large followings who will partner with brands to promote services.
• AI-driven content, like chatbots answering patient queries at 2 a.m.
• Real-time updates. Live videos and up-to-the-minute posting about public health issues (e.g., “Q&A: Navigating This Year’s Flu Strain”).

Partner with Big Sea for Your Social Media

Remember: your patients aren’t just waiting for an appointment—they’re waiting for a connection. If you’re looking to navigate the nuances of IG algorithms or the complexities of SEO, partner with Big Sea! Our expert marketing team can craft a social media strategy or a comprehensive digital content marketing plan that’s HIPAA compliant, creative, and SEO-engineered to grow your practice and expand your patient pool.