Healthy Connections: Navigating Your Brand’s Social Media Presence


Margaret Flores

Social Director, Performance Marketing

The digital era—and all the tools and platforms that come with it—gives brands unprecedented power to drive connections and cultivate community. When used effectively, social media is one of the best ways to magnify your brand’s messaging and presence. Building a strategic social media approach is crucial in the healthcare industry, where clear, consistent communication engages both prospective and existing patients. Here are three key insights to help optimize your social media approach.

You’re human. Your social media channels should be, too.

Everyone craves connection. (It’s even proven to be good for your health.)

Your audience is no different. Create a sense of community and a place where your followers feel safe to have a conversation—particularly on platforms like Instagram and TikTok, which have algorithms that tailor the content they serve to the users’ preferences. You can—and should—take opportunities to engage with those who reach out to your brand for help. Assisting potential patients is a great way to add value and position your organization as one that’s trustworthy and reliable.

That community you build can also amplify your CTA. We’re all about making fierce friends, and you’ll often find that yours will advocate on your behalf, too.  

Active audience engagement is good for the heart of your brand.

Being able to facilitate a conversation offline is an incredibly important part of gaining, and retaining, your audience’s trust. Be prepared to have a professional available for consultation or a simple conversation, and ensure they’re equally prepared to address a spectrum of situations.

And remember that the higher your campaign impressions, the higher your likelihood of comments—both good and bad. You’ll want to treat every patient like they have the potential to write (or record) a viral review. All it takes is one unverified patient account to alter public perception.

Drs. AI and ChatGPT aren’t always right. Make sure your audiences know that.

Medical information—and misinformation—spreads online about as quickly as the common cold. The sudden rise of AI platforms like Microsoft Copilot and ChatGPT have given users more resources and access than ever before—increasing the temptation to self-diagnose. To combat a swirl of misconceptions, look for ways to give your viewers a value-add. Consider stitching videos you find on TikTok—adding your information to an existing video—to point out misrepresentations you see, and use sourced material and your credentials to gain viewers’ trust. Your audience is likely to trust thought leaders, like doctors and medical specialists, most of all, so tap into their capabilities. Ensure they have strong messages to spread that will be relevant to your patients, and they’ll become valuable and credible social influencers for your organization.

Connections aren’t only made in person; now, they’re made in clicks and swipes. To ensure that your healthcare brand is at the forefront of the conversation, embrace the presence—and the purpose—of social media.

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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