Healthcare social accounts perform best with educational content, condition awareness and prevention tips, which carries lower compliance risk than promotional posts and builds the trust that supports bookings through GBP and paid search rather than driving appointments directly.
What's included?
- Educational content calendar: condition awareness, prevention, care tips
- Patient testimonial handling with proper written consent, never implying guaranteed outcomes
- Doctor-credential content that builds authority and trust
Education earns the right to ask
Patients follow healthcare accounts that teach them something. Prevention tips, "what to expect" videos and plain explanations of common conditions build familiarity, so when someone does need care they already know your name and your doctors. Promotional posts have their place, but they work far better on top of that trust.
The rules we plan around
- Prescription-only medicines cannot be advertised to the public in the UK, and the ASA has specifically warned businesses about promoting Botox on social media (ASA and CAP enforcement notice)
- Testimonials need written consent and cannot imply guaranteed outcomes
- Influencer and creator content must be clearly labelled as advertising
- Fake reviews and concealed incentivised reviews are now banned in the UK under the DMCC Act, with CMA fines of up to 10% of global turnover (Cooley on the DMCC Act, April 2025)
What works on each platform
| Platform | What we post | Why |
|---|---|---|
| Short explainers, clinician introductions, clinic tours | Puts a face to the name before booking | |
| YouTube | Procedure walkthroughs, recovery guides | Long-form answers patients actually search for |
| Community health events, local updates | Still strong for older patients and carers | |
| Clinical leadership, hiring, partnerships | Referrer and staff recruitment |
Reviews do much of the persuading. BrightLocal's 2025 survey found 86% of consumers use Google to read reviews of local businesses (BrightLocal Local Consumer Review Survey 2025). Social content that points people to genuine reviews and your Google profile tends to lift bookings more than follower growth does.
What is included
- Monthly content plan agreed with your clinical lead
- Filming and editing support for clinician videos
- Comment and message moderation with escalation rules for medical questions
- Monthly reporting on profile visits, enquiries and booking attribution