Marketing in the healthcare sector: The trend towards a personal approach through social media
Healthcare and social networks? A seemingly disparate pair, but an absolutely crucial combination these days. Patients are no longer just looking for experts in white coats, but also for a human touch and understanding.
So how do you use social media to make your healthcare facility not only visible, but also to build trust and relationships with patients?
Personal branding vs. clinic branding
Every healthcare facility is faced with a decision: will it build on the personal brand of individual professionals or create a strong identity for the entire clinic? Personal branding feels more authentic - Imagine coming across a likeable doctor on Instagram sharing health tips and behind-the-scenes of their practice. You feel closer to him or her, right? That's the power of personal branding. But what if that doctor changes practice locations?
If a clinic chooses personal branding, they should regularly show their doctor or team in natural situations. "Behind the scenes" video content, informal conversations or responses to common patient questions help create a sense of closeness and trust.
When building a clinic's brand as a whole, it is important to ensure a consistent visual identity, a consistent communication style and clearly defined values. Every social media post should reflect the clinic's philosophy - whether it's aesthetics, approach to patients or the way they communicate.
Key marketing activities
Authentic content
Patients want to feel that real people are behind the brand. Authentic content, such as behind-the-scenes footage or short interviews with experts, helps break down barriers and build trust.
Easy accessibility of information
Facebook and Instagram aren't just about posts - they also serve as a quick source of information. The clinic should have opening hours, contact details and the ability to make a quick enquiry via messages clearly listed on these platforms.
Interaction and community building
Social media is not a one-way channel. Regular communication with patients, answering questions 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 clinic environment, behind the scenes and the daily work of the doctors.
- Add subtitles - many people watch videos without sound.
Carousel Posts
- Ideal for patient education - break down more complex topics into individual slides.
- The first image needs to be visually appealing to grab attention.
- At the end of the post, invite followers to interact ("What are you interested in? Let us know in the comments!").
Q&A and interactive content
- Answer FAQs and engage followers.
- Allow viewers to ask questions and interact with you.
Patient stories and testimonials
- Sharing authentic patient experiences builds trust.
- Video interviews or testimonials on Instagram Stories work best.
- Always ask for patient consent to post.
The future of marketing in the healthcare sector
A personal approach, authenticity and communication on a human level 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 to not only attract new patients, but also build long-term trust and loyalty.
Success on social media isn't about random posts - it's a strategic and long-term effort. Regularity, authenticity, and active interaction with the community are the keys to success. If a clinic can show its human side, it will not only become a sought-after place of care, but also a strong brand in the eyes of its patients.
