Crafting a well-designed Instagram for medical organizations is essential for leaving a lasting impression. Combining this with a robust content strategy that highlights what distinguishes your practice sets the stage for an effective medical social media marketing plan. This approach not only enhances your visibility but also appeals to potential patients, ultimately attracting a larger audience to your practice.
Why marketing for healthcare organizations should include an Instagram Strategy:
It’s a visual way to present your practice
Instagram diverges from platforms like Facebook or Twitter by prioritizing visuals over text. Businesses emphasizing end results regarding their product or service stand a good chance of success on Instagram due to its emphasis on visual presentation. This visual-centric nature positions Instagram as an optimal platform for healthcare organizations to showcase their services and practice.
Among healthcare entities, a prevalent trend involves sharing patient stories and health outcomes, serving as a powerful tool to accentuate the quality of their work.
Your patients already use Instagram for research
With 2 billion monthly active users, Instagram is the fourth most popular social network in terms of the number of users. Users of Instagram love researching brands, new products to buy or services to acquire – and the demand for healthcare services on the platform is increasing day by day.
Here are some important statistics:
How to set up an Instagram account for success
Your Instagram username is your first chance to impress your audience. Whether you keep it simple with your name or develop a creative handle that educates your user about what your page might be about, it has to be clear and easy to understand.
Here are some formatting tips that you can keep in mind when thinking about the best Instagram names for healthcare organizations.
Choose profile name
Choose a profile name that reflects the identity of your practice. It could include the name of the practice along with a keyword related to your specialty so that it is easily recognizable and searchable.
Speaks to your brand
Use the word ‘healthcare organization’, hospital, or ‘medical.”
- Easy to spell and find (recognizable)
Optimize bio description
Craft a concise yet comprehensive bio that outlines your specialty, services offered, and any unique aspects of your practice. Include a call-to-action (CTA) to encourage users to contact or visit your website for more information.
Enable location tagging
Locations make it easier for potential patients to find you. This is especially useful if you have a physical office or clinic. It enhances your visibility in local searches and helps build a sense of community around your practice.
Remember, interacting with your audience is crucial on Instagram. Engage with comments, respond to messages promptly, and consider hosting live Q&A sessions or educational stories to foster a sense of trust and community among your followers.
Check out this bio by Mayo Clinic:
How healthcare organizations use Instagram to see more patients
Engaging your audience by creating a consistent voice and brand experience is crucial for success on instagram. While people look to websites for basic information such as opening hours or contact details, Instagram provides a space to build personal relationships.
Take, for instance, Mayo Clinic—they maintain a focused approach by sharing educational content. Their posts largely revolve around answering common healthcare queries, positioning themselves as reliable authorities. This consistent educational approach earns them credibility, making them a trusted source for healthcare insights.
Balancing various content types is crucial for a well-rounded social media presence. Incorporating a mix of news updates, customer stories that showcase positive experiences, images portraying your team and practice in action, and posts highlighting successful outcomes creates a diverse and engaging feed.
Don’t forget to include promotional content, such as discounts or special offers, but ensure it doesn’t overshadow other valuable content and remains relevant and occasional to maintain audience interest and engagement.
Here’s an idea on how to use promotional content by Tayani Institute:
How to keep images consistent and engaging
When choosing images for your medical practice’s Instagram, consider a mix of user-generated content and stock photos. User-generated content, such as patient testimonials or images of your team in action, adds authenticity and a personal touch, fostering a sense of community. Supplement this with high-quality stock photos relevant to healthcare—medical settings, professionals, or symbolic visuals—that complement your posts.
To enhance these visuals, tools like Canva offer user-friendly editing options to customize images, add text overlays, or create eye-catching graphics. Additionally, several stock photo websites like Istock, Unsplash, or Pexels provide free, high-resolution images specifically tailored for medical and healthcare-related content. Exploring these platforms expands your image options and ensures you have a diverse range of visuals to use in your Instagram posts.
How to use Instagram Stories vs. Reels vs. Posts
Each format on Instagram—Stories, Reels, and single image posts—offers distinct opportunities to engage your audience. Stories are perfect for real-time updates, behind-the-scenes glimpses, or quick tips. Use features like polls, quizzes, or the “Ask Me Anything” sticker to encourage interaction.
Reels, with their short, entertaining video format, are great for showcasing procedures, presenting team members, sharing educational snippets, or adding a touch of humor to healthcare topics.
Single-image posts allow for more polished content, ideal for sharing patient stories, health-related infographics, or professional photos that highlight your practice’s expertise.
The key is to leverage each format’s strengths: Stories for spontaneity and interaction, Reels for creativity and entertainment, and single-image posts for impactful, curated content. Balancing these formats ensures a well-rounded and engaging presence on Instagram for your medical practice.
Converting Instagram views into new patients
Having an online booking system allows patients to access real-time available appointments and book conveniently from any device. It’s a customizable tool for your practice, enabling you to tailor schedules according to your preferences, from appointment duration to specific patient rooms.
Directly linking your website in your Instagram bio streamlines the patient journey, leading them seamlessly from content browsing to appointment booking, preventing distractions along the way. You can achieve this by placing the scheduling link in your bio or using services like Linktree to offer multiple links. Additionally, some healthcare organizations link to their main website, making the scheduling option easily accessible to visitors.
Leverage Instagram for healthcare organizations in 2023
Using Instagram as part of your practice’s digital marketing strategy can significantly increase your brand awareness, connect you with potential patients, and provide a platform to showcase your expertise and services. Be sure to choose a representative bio, be consistent, and find ways to convert views on Instagram posts into new patients.
