Which social media should you be on as a healthcare professional?

Are you a healthcare professional looking to dive into social media? Great idea! Social media is a fantastic way to inform your patients and boost your visibility. But choosing between several platforms like LinkedIn, Instagram, or TikTok can be tough! So which ones make the most sense for you? Find out in this article.

 

The benefits of social media

As a healthcare professional, social media offers numerous advantages, including:

 

Informing patients

Today, social media is a primary source of information for internet users, including your patients. It allows you to quickly reach your audience and disseminate information. Many healthcare institutions use social media for this purpose. For example, HUG (Geneva University Hospitals) uses their accounts to discuss current topics and quickly answer questions from patients and doctors. Accounts like @docamine also make medical topics accessible to a broader audience.

 

Enhanced online presence

Social media can drive traffic to your medical website and, more generally, increase your visibility. The more active you are, the more likely you are to be seen by potential patients. In this context, using hashtags on social media is particularly important! You can think of social media as another gateway for patients to discover your content.

 

Engaging with patients differently

Social media platforms are open spaces for interaction, allowing you to communicate with your patients in new ways. You can, for example, use emojis! The less formal setting enables you to show a different side of yourself while maintaining professionalism. Through interactive content like Instagram quizzes or by inviting patients to comment on your posts, you can engage and retain your audience.

 

Social media platforms suited for healthcare professionals

The most popular social media platforms for healthcare professionals include Instagram, X (formerly Twitter), LinkedIn, YouTube, and TikTok. Each platform has unique features that can be used by different professionals to attain different needs and goals.

 

Instagram

Instagram is an excellent platform for healthcare professionals because it allows for various types of visual content and offers more flexibility in format compared to TikTok.

With its 3 million users in Switzerland, it’s the country’s leading social media platform, enabling you to reach the widest audience.

 

What content to share on Instagram?

 

• Photos: Use carousels of multiple images to share health tips, fun facts, or patient testimonials. Team member photos also add a human touch, showcasing the people behind your practice.
• Stories: Perfect for sharing updates about your practice or new content.
• Reels: The most popular format on Instagram, these short portrait videos are ideal for explaining medical concepts or showcasing treatments. They allow you to share fun and informative content with your patients.
  Don’t forget to add subtitles for better accessibility!

 

Pros and cons of Instagram for healthcare professionals

 

Pros:

 

• High visual engagement
• Young, active audience
• Variety of visual formats

 

Cons:

 

• Less depth in interactions
• Requires high-quality visual content
• Organic content is less promoted
• Harder to reach older patients

 

LinkedIn

LinkedIn, the professional social network, allows you to connect with both patients and colleagues. It’s ideal for highlighting your experiences and maintains a more serious tone compared to Instagram or TikTok.

 

What content to share on LinkedIn as a healthcare professional?

 

• Experience and article sharing: Reach your colleagues by sharing your experiences and articles from your blog or related to your expertise.
• Carousels: One of LinkedIn’s most engaging formats. Use square or vertical formats for better visibility and export your files as PDFs, as LinkedIn only accepts this format for carousels.
• Professional networking and career development: Beyond posting content, use LinkedIn to establish professional connections, find career opportunities, or recruit future team members.

 

Pros and cons of LinkedIn for healthcare professionals

 

Pros:

 

• Professional audience
• Networking opportunities
• Academic credibility

 

Cons:

 

• Limited general public reach
• Often formal content
• Not always patient-friendly

 

TikTok

The go-to social network for younger patients. Unlike Instagram, it’s easier to reach a broader audience if a video goes viral.

 

What content to share on TikTok as a healthcare professional?

Short, Educational, and Entertaining Videos: Ideal for quick, dynamic, face-to-camera videos to raise health awareness in a lighthearted manner. Use trends and challenges to highlight health issues, and do not hesitate to draw inspiration from successful accounts.

 

Pros and cons of TikTok for healthcare professionals

 

Pros:

 

• High virality
• Young audience
• Short, engaging format

 

Cons:

 

• Content is ephemeral
• Requires frequent production
• Uncertainty about reaching your target audience
• Not suitable for very serious content

Other social networks

While we’ve highlighted the top three networks for healthcare professionals, you can still use other social medias. However, each has its specifics. We recommend focusing on the three mentioned to start. The other social medias are not necessarly a good bet to start as Facebook is declining in visibility, and X is losing users, including potential patients.

 

Recommendations for social media use in healthcare

Given the sensitivity of medical content, the FMH (Swiss Medical Association) has issued some recommendations for managing social media:

 

• Ensure medical content respects patient confidentiality.
• Create a dedicated account for your professional presence and avoid using your personal account.
• Be mindful of your content to avoid it being perceived as advertising

 

We look forward to seeing your posts on social media! Don’t hesitate to tag us :)

 

Sources

• 10 conseils de publication sur les médias sociaux – HUG
• Comment gérer les médias sociaux – Recommandations pour les médecins – FMH