The Dos and Don’ts of Healthcare Marketing on Facebook and Instagram

Social media is no longer optional for healthcare practices—it’s essential. Platforms like Instagram and Facebook are powerful tools for connecting with your local community, building patient trust, and growing your practice’s visibility. But with great power comes great responsibility.

For independent healthcare practices and practice administrators, navigating the nuances of Facebook and Instagram requires a careful balance of compliance, professionalism, and engagement. Poorly executed social media marketing can lead to reputational harm, while a smart, consistent approach can help your practice thrive.

Here’s an expert breakdown of the dos and don’ts of healthcare marketing on Facebook and Instagram, with a focus on review response, local listing management, content creation, and the importance of consistency.

✅ DO: Claim and Manage Your Local Listings

Before you post your first piece of content, make sure your foundation is solid. Your local listings on platforms like Facebook, Google, and Yelp must be accurate, complete, and verified. On Facebook, this means setting up a Business Page with up-to-date contact information, address, office hours, website URL, and services offered.

Why it matters:

Local listings influence your practice’s visibility in search results. Facebook and Instagram both use location data to help users discover local businesses and providers. If your listing is inaccurate or unverified, you’re missing out on a stream of potential patients.

DO:

• Verify your Facebook Business Page and ensure the “About” section is complete.

• Link your Instagram Business Profile to your Facebook Page.

• Use consistent NAP (Name, Address, Phone Number) details across all platforms.

• Monitor listings monthly and update immediately when information changes.

DON’T:

• Use personal profiles to represent your business.

• Create duplicate listings for the same practice location.

• Ignore Facebook’s “Suggest Edits” notifications from users—these can impact your listing accuracy.

✅ DO: Develop a Content Strategy—And Stick to It

One of the most common mistakes healthcare practices make is posting sporadically or without a clear content plan. A consistent, well-thought-out content strategy is crucial to keep your audience engaged and build trust over time.

The Key to Success: Consistency

Social media algorithms reward consistency. That means regular posting (at least 2–3 times a week), consistent branding, and cohesive messaging. Inconsistency not only hurts your visibility but makes your practice seem unprofessional or inactive.

What to Post (and What Not To):

Here’s a breakdown of effective healthcare content categories for Instagram and Facebook:

✅ DO Post:

• Educational Content: Explain common conditions, preventive care tips, seasonal health advice, etc.

• Behind-the-Scenes Moments: Show your team at work, office updates, or staff spotlights.

• Patient Testimonials (with written consent): Build credibility with real patient stories.

• Community Involvement: Share your participation in local events or health fairs.

• Practice News: Announce new services, staff members, or location changes.

• Interactive Content: Use polls, quizzes, and Q&As to engage followers.

❌ DON’T Post:

• Patient Information Without Consent: Even de-identified data can be risky under HIPAA.

• Unverified Medical Claims: Always cite sources and avoid overstating results.

• Highly Technical Jargon: Keep content patient-friendly and accessible.

• Low-Quality Images: Blurry or unprofessional photos reflect poorly on your practice.

✅ DO: Respond Professionally to Reviews (Yes, Even the Negative Ones)

Reviews—whether on Facebook, Google, or Yelp—are part of your digital footprint and impact public perception of your practice. Responding to reviews with professionalism is non-negotiable.

Why It’s Important:

• 88% of patients trust online reviews as much as personal recommendations.

• Unaddressed negative reviews can damage your reputation.

• HIPAA-compliant responses demonstrate that you take patient feedback seriously.

DO:

• Acknowledge and Thank Reviewers: Always thank patients for taking the time to share their experience.

• Use General Language: Avoid confirming the reviewer is a patient to stay HIPAA-compliant.

• Address Negative Reviews Gracefully: Apologize for the experience and offer to resolve offline.

• Monitor Reviews Weekly: Set up alerts or use review management tools.

Example HIPAA-Compliant Response:

“Thank you for your feedback. We’re sorry to hear about your experience and would appreciate the opportunity to speak with you directly to better understand how we can improve. Please call our office at [phone number].”

DON’T:

• Disclose any patient details or reference their specific visit.

• Get defensive or argue publicly.

• Ignore negative reviews—this signals that you’re not responsive or accountable.

✅ DO: Use Platform-Specific Features to Your Advantage

Instagram and Facebook each have unique tools and content formats that can help amplify your message.

On Instagram:

• Use Stories and Reels to show quick tips or behind-the-scenes clips.

• Utilize location tags and hashtags to expand your reach.

• Maintain a clean, professional grid layout with branded visuals.

On Facebook:

• Pin important announcements to the top of your Page.

• Create Events for webinars, flu shot clinics, or community involvement.

• Enable Messenger for quick inquiries, with automated replies during off-hours.

DON’T:

• Use the same content for both platforms without adapting the format.

• Ignore Instagram’s visual-first design—low-quality graphics or images won’t perform well.

• Leave Messenger messages unanswered—set auto-responders if needed.

✅ DO: Track Performance and Adjust Accordingly

You can’t improve what you don’t measure. Facebook and Instagram offer built-in analytics (Insights) to help you track performance metrics like reach, engagement, and follower growth.

Metrics to Watch:

• Engagement Rate: Likes, comments, shares—are people interacting with your posts?

• Post Reach and Impressions: How many people are seeing your content?

• Follower Growth: Are you gaining local followers over time?

• Click-Throughs: Are users clicking your bio link or scheduling appointments?

DO:

• Use insights to determine your best-performing content types.

• A/B test different types of posts (e.g., photos vs. videos).

• Schedule monthly social media reviews to refine your strategy.

DON’T:

• Obsess over vanity metrics like likes—focus on conversions and engagement quality.

• Keep posting content that isn’t performing just because it’s easy or familiar.

❌ DON’T: Treat Social Media as an Afterthought

One of the biggest missteps small healthcare practices make is delegating social media to someone without the time, experience, or authority to manage it effectively. Your online presence is an extension of your practice—treat it that way.

Avoid:

• Letting social media fall on the back burner during busy months.

• Posting only when you remember, rather than having a scheduled calendar.

• Ignoring comments or DMs—patients expect timely responses.

Solution:

Designate a staff member, marketing agency, or virtual assistant to manage social media consistently. Use scheduling tools like Meta’s Business Suite or third-party platforms like Hootsuite or Later to plan posts in advance.

❌ DON’T: Violate HIPAA or FTC Guidelines

This one should go without saying, but healthcare social media requires an added layer of caution due to strict compliance standards.

HIPAA DON’Ts:

• Don’t post patient photos or names without signed, written consent.

• Don’t respond to reviews or comments in a way that confirms the person is a patient.

• Don’t use social media for direct clinical advice or diagnosis.

FTC DON’Ts:

• Don’t post testimonials without proper disclosure if they are incentivized.

• Don’t claim results that aren’t typical or backed by data.

• Don’t ignore copyright rules—only use licensed or original images.

A Strong Social Media Strategy Builds Patient Trust and Practice Growth

Facebook and Instagram offer independent healthcare practices a low-cost, high-impact way to connect with local communities and future patients. But success doesn’t come from guesswork or automation alone—it requires a clear strategy, consistent execution, and compliance awareness.

By managing your local listings, developing a content calendar, responding professionally to reviews, and using each platform’s tools intentionally, you can turn social media into a trusted extension of your practice.

Remember: In today’s digital-first world, your social media presence might be a potential patient’s first interaction with your brand. Make it count.

Need help developing a social media strategy for your healthcare practice? Let’s talk. Whether you need content planning, review management, or compliance support, expert guidance can save you time and protect your reputation.