1.7 Social Media Strategies for Private Practices

Patients and referrers are increasingly using social media to research healthcare providers

A strong social presence helps you connect with potential patients, build professional credibility, and differentiate your private practice from competitors. Without it, you may miss valuable opportunities to grow your patient base and build trust.

Social media is now a go-to source for health education

As digital habits change, patients are spending more time on social platforms. Social media is now a go-to source for health education, clinic reviews and recommendations. This means that private consultants who are active and credible on platforms like LinkedIn, Instagram and Facebook are more likely to remain top-of-mind and receive patient referrals.

• Trend: 80% of patients use online reviews and social media to evaluate healthcare providers.
• Opportunity: Social media lets you engage with your local community and broader network at low cost, while reinforcing your reputation.

Choosing the right platforms for your audience

• LinkedIn: Ideal for networking with referrers and sharing clinical insights.
• Facebook: Great for community engagement and sharing success stories.
• Instagram: Best for visual storytelling and behind-the-scenes content.
• X (Twitter): Useful for industry news and professional conversations.
• YouTube & TikTok: Strong for educational and short-form video content.

Start with 1-3 platforms based on where your audience is most active.

Organic social media strategies to build trust

• Content planning: Develop a content calendar to post consistently.
• Visual content: Use real photos/videos of your team and clinic.
• Hashtags: Use local and relevant hashtags to increase reach.
• Engagement: Respond to messages and comments to build relationships.
• Content themes: Use series like “Myth vs Fact” or “Meet the Surgeon.”

Paid social media strategies to accelerate growth

• Targeting: Define patient demographics, location and interests.
• Ad types: Use video, carousel, and testimonial ads for impact.
• CTA: Clear calls-to-action like “Book Now” or “Visit Website.”

How to get started on social media (or improve your current channels)

☐ Choose 1-2 social media platforms to focus on

• Identify where your patients and professional network are most active. Start small, e.g., LinkedIn and Instagram.

☐ Set up or optimise your profiles

• Ensure your profile is complete, professional and includes a call-to-action (e.g., contact info, website link).

☐ Build a simple content plan

• Start with one post per week. Use recurring content themes like “Procedure Explained,” “Patient FAQs,” or “Clinic News.”

☐ Post original photos or videos from your practice

• Share visuals of your team, clinic, or equipment to humanise your brand. Always get consent where needed.

☐ Engage weekly

• Respond to messages, like and comment on relevant posts, and thank patients or referrers (with appropriate privacy considerations).

☐ Run a small paid ad campaign

• Set a budget (e.g., £50-100/month) to test Facebook or Instagram ads targeting local audiences.

☐ Track your metrics

• Use platform insights or Google Analytics to monitor what content drives clicks, engagement, or bookings.

Medbelle helps consultants grow their online presence

With guidance on branding, content strategy and advertising, we can also amplify your social content through our own platforms to extend your reach.

Tools & Resources

• Canva – Design clean, branded posts easily.
• Meta Business Suite – Manage Facebook and Instagram posts and ads.
• Later / Buffer – Schedule posts in advance.
• Google Analytics – Monitor how social media drives website visits.
• GMC Guidance on Doctors’ Use of Social Media