How Healthcare Content Varies By Social Media Platform

Marketing is always evolving. From out-of-home (OOH) advertising to google and facebook ads, marketers are always expected to stay up-to-date with the latest advancements in marketing. With the rise of social media, the number of businesses and brands that use social platforms to advertise, promote and enhance their business is increasing every day. In fact, according to Statista, “Marketers spent over $99 billion on social media advertising and marketing in 2020.” However, with the rise of social media during the digital age, came a rise in the number of social media platforms aiming to gain the attention of our society. 

From Instagram and Facebook to TikTok and Twitter, the type of content posted in these platforms vary. So, how do healthcare marketers keep up with each of these and how can they know what to post? Well, luckily for you, I’ve listed each of the major social media platforms that healthcare marketers can benefit from below, as well as some content examples that you can take inspiration from. Let’s dive in…


One of the main ways healthcare marketers can benefit from Facebook is by using it’s Facebook Live feature. In addition to posting general photos or videos as posts, the Facebook Live feature allows users to offer a more authentic experience for its audience. Healthcare can be frightening and patients often fear receiving care. The Facebook Live feature gives doctors a chance to seem more personal and human. Some ways to take advantage of Facebook Live is to start a Q&A series where audiences can ask specific health related questions to the physicians. Click the video below for an example:


Content on Instagram is very similar to the type of content posted on Facebook. You can post photos, videos and go live. However, what is unique about Instagram is that it offers two features known as “reels” and “IGTV”. IGTV are longer kinds of videos that are posted in high quality. Healthcare marketers can use IGTV to post patient testimonial videos. Reels are 15 or 30 second quick videos that follow a Tik Tok format. It allows you to cut and paste multiple videos together, while adding music, text, and a multitude of other elements. Healthcare marketers can use reels for quick, to-the-point videos with healthcare tips and facts. Here is an example of an IGTV and a reel:


Twitter gives physicians the ability to directly connect with consumers or patients. It is a platform where they have a 280 character limit to get a specific, concise message across. This message could be a #DYK (did you know) tweet where they can enlighten patients about the latest advancements in a procedure or health service. It can also be a #FactFriday about a specific health topic. Twitter is often preferred due to its ability to reply or mention directly on someone else’s thought. Here are some ways doctors are using Twitter to enhance their online profiles:

Tik Tok

Tik Tok has become one of the most popular social media platforms in today’s day and age. From “challenges” to “trends”, Tik Tok is a bandwagon that most should consider hopping on. I know you’re probably thinking: how could a healthcare business possibly benefit from posting on Tik Tok? Well, think about how much time consumers spend scrolling through the app. Tik Tok gives doctors the opportunity to relate and resonate with their audience. For example, dermatologists have especially boomed because of the high demand for skin care content. Check out Dr. Shah on TikTok below:

As you can see, there are so many different ways that healthcare marketers can use social media to their advantage. From humanizing care to increasing engagement and collaboration directly with consumers, social media is a great way to take your brand to the next level.

Did you enjoy this post? Learn more about three must-haves in a healthcare marketer’s social media content strategy in my last post.

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