Marketing in the healthcare sector: The trend towards a personal approach through social media
Healthcare and social networks? Seemingly unrelated pair, but in today's world an absolutely essential combination. Patients are no longer just looking for experts in white coats, but also for a human approach and understanding.
So how to use social networks to ensure that your healthcare facility is not only visible but also builds trust and relationships with patients?
Personal branding vs. clinic brand
Each healthcare facility faces a decision: will it build on the personal brand of individual professionals, or will it create a strong identity for the entire clinic? Personal branding feels more authentic – Imagine encountering a friendly doctor on Instagram who shares health tips and behind-the-scenes insights of their practice. You feel closer to him, right? That is the power of personal branding. But what if this doctor changes their workplace?
If the clinic opts for personal branding, it should regularly showcase its doctor or team in natural situations. Behind-the-scenes video content, informal interviews, or responses to frequently asked patient questions help create a sense of closeness and trust.
If the brand of the clinic as a whole is being built, it is important to focus on a coherent visual identity, consistent communication style, and clearly defined values. Every post on social media should reflect the clinic's philosophy – whether it’s about aesthetics, approach to patients, or communication style.
Key marketing activities
Authentic content
Patients want to feel that there are real people behind the brand. Authentic content, such as behind-the-scenes footage or short interviews with professionals, helps break down barriers and build trust.
Easy accessibility of information
Facebook and Instagram are not just about posts – they also serve as a quick source of information. The clinic should clearly display its opening hours, contact details, and the option for a quick inquiry through messages on these platforms.
Interaction and community building
Social media is not a one-way channel. Regular communication with patients, responding to inquiries, and actively engaging in discussions are key to creating a loyal community.
Content strategy
Short videos (Instagram Reels, TikTok, YouTube Shorts)
Dynamic, engaging, and authentic videos have the greatest reach.
Show the real environment of the clinic, behind-the-scenes, and the daily work of doctors.
Add subtitles – many people watch videos without sound.
Carousel posts
Ideal for educating patients – break down complex topics into individual slides.
The first image must be visually appealing to grab attention.
At the end of the post, prompt followers to interact (“What interests you? Let us know in the comments!”).
Q&A and Interactive Content
Answer frequently asked questions and engage with your audience.
Allow viewers to ask questions and interact with you.
Patient Stories and Testimonials
Sharing authentic patient experiences builds trust.
Video interviews or testimonies on Instagram Stories work best.
Always obtain the patient’s consent before publishing.
The Future of Marketing in the Healthcare Sector
Personal approach, authenticity, and human-level communication are the future of healthcare marketing. Patients no longer want sterile communication, but an approach that helps them feel comfortable and safe. Digital marketing and social media allow healthcare facilities not only to attract new patients but also to build long-term trust and loyalty.
Success on social media is not about random posts – it is strategic and long-term work. The key to success is consistency, authenticity, and active interaction with the community. If a clinic can show its human side, it will not only become a sought-after place for care but also a strong brand in the eyes of its patients.
