Social Media Trends for Healthcare to Watch in 2022

With over 4 billion people active on social media in 2022, it’s important for your healthcare practice to maintain a strong, accurate, and professional online appearance. It’s a critical part of a comprehensive digital marketing strategy. The COVID-19 pandemic made it clear that online healthcare and using social media to communicate with patients is the new standard. Those with a strong social media presence will thrive, while those who do not, may not make it.

Regardless of if you are looking for ways to freshen up your current social media platforms and strategy, or if you are looking for ways to reach new patients, looking at social media trends are important. Trends tell us strategic areas to explore that will boost your marketing ROI for the upcoming year. 

Why Trends are Important to Track

Trends change from year to year, which is why it’s critical to have a marketing team that understands your practice and your goals for the year. But why are trends so important? Here are a few reasons.

  1. Social Media Trends are Not Up to You. It can be a tricky thing to navigate, but the hard truth is that patients are in the driver’s seat when it comes to trends. As healthcare becomes more focused on the patient experience, expectations have been raised. Patients expect to have 100% control over their healthcare experience.
  2. Innovative Techniques Win. Savvy marketing tactics that disrupt the industry and go against the norm will succeed. Customers expect their providers to go above and beyond by taking their feedback and issues into consideration. Healthcare providers don’t just care for their patients anymore, but it’s a more immersive experience. Staying on top of what is important to the younger generation of patients will help you stay above the curve.
  3. Healthcare Consolidation and Business Structures. Thanks to the pandemic, private equity seems to run the show and consolidation is growing faster than ever. Doctor-led groups are bringing a whole new way of thinking to the table. Multi-location practices grow and bring on executive teams to run the practices as a true business structure, not just a doctor’s office. This means they rely heavily on marketing to grow the business and make a better profit. 

Social Media Trends to Follow in 2022


Patients want to follow and engage with practices that are trustworthy and genuine. Practices that are transparent about their services, daily operations, and how they do business is important to their social media platforms. The sense of humanity that can be brought to social media posts goes a long way in building trust and giving patients that sense of authenticity.

Live-Streaming Video.

Going live and giving your patients an informal way to interact in realtime with your physicians is a growing trend. These live videos can be a great way to educate patients about specific treatments options, conditions, or more about your practice. Live-streaming videos is an accessible way to reach more people from the comfort of their own homes. In-person events are becoming a thing of the past. These videos can also be downloaded and repurposed into evergreen content as a blog post or embedded video on your website. 

Short-form Video Content.

Internet sensations like TikTok and Instagram Reels have created the demand for short-form video content. Reels are also now available on Facebook, which can be a fun and personable way to deliver facts and education about your industry. Of course, if TikTok videos are not your thing, creating short series of videos that can be broadcasted on your social channels and website are equally important. Video content is more accessible and easier to digest for a general audience. 

Purpose-Driven Campaigns.

77% of people want to give their business to a business that gives back – and cares about making the world a better place. They are more likely to support your practice if they are aware of the charities and community-based efforts that are supported by your practice. This could be participation in community events, non-profits you support or donate to, or even local or national fundraisers your staff is contributing to, either in kind or financially.

If you are interested in growing your social media or establishing a new strategy for 2022, Valet Health can assist. Their team of social media professionals creates a full strategy and posting schedule based on your needs and desires for your practice. Contact them today to get started.