Marketing for Doctors: What to do and what to avoid in your digital strategy

Marketing for doctors is becoming increasingly important:

"41% of people say that social media influences their choice of a healthcare professional"

Let’s review your digital presence.

A solid marketing strategy is essential for healthcare professionals of all specialties (general practitioners, aesthetic doctors, dermatologists, pediatricians, dentists, etc.) looking to expand their reach. In today’s digital environment, patients actively research on social media, considering experiences, results, and reviews when choosing a doctor. Thus, building a professional and approachable online presence focused on delivering valuable content is a key factor to capture attention and establish credibility.

What is Valuable Content in Medical Marketing?

Valuable content goes beyond mere entertainment — it offers users learning opportunities, practical advice, helpful guides, recommendations, and meaningful digital experiences. Its relevance builds trust, an even more critical factor in the healthcare field.

Unlike commercial content, which focuses on promoting products and services by highlighting benefits and differentiators, valuable content stands out for its intrinsic contribution to the user. Its format is flexible: reels, carousels, posts, blogs, stories, infographics, emails, and more (although we know that video is preferred by over 50% of users). A comprehensive marketing strategy for doctors should incorporate diverse formats with complementary messages.

With this concept clear, let's move on to what to do and avoid in your strategy.

What Not to Do

1. Avoid incomplete profiles on social media platforms like Facebook, Instagram, or LinkedIn, as they create distrust. Do not use casual photos (e.g., vacation pictures) for your professional profile. Reserve personal images for your private accounts.

2. Avoid overly technical language on social media, as it can create distance. Maintain a professional yet approachable tone. When explaining treatments, use simple terms — for instance, say “separation of the teeth” instead of “dental diastema,” or explain the technical term first.

3. Handle interactions carefully, especially negative comments. Diverse opinions can lead to disagreements. Always remain calm, as a poor reaction can harm your reputation. Remember, the complete absence of negative comments may also raise suspicion; what matters is how you manage them.

4. Don't neglect your social media presence. Long pauses harm visibility due to platform algorithms. Consistency matters more than short bursts of activity.

5. Respect patient confidentiality at all times. Always obtain consent before sharing any information. Also, avoid promoting treatments or medications without regulatory approval. And most importantly, do not diagnose on social media. It's crucial to differentiate between recommending and diagnosing. Many professionals add disclaimers like: "This content does not replace a medical diagnosis."

What to Do

1. Strategic Posting Frequency: Post 3–5 times per week. Include at least one video featuring a person (preferably yourself for credibility), as it can generate 35% more interaction.

2. Prioritize Video Content: Post at least one video weekly. Video is favored both by users and algorithms. Moreover, 79% of users state that videos influence their purchasing decisions — in this case, their choice of a healthcare provider.

3. Use Subtitles: Add subtitles to all videos, even if there’s speech. Around 75% of users watch videos without sound. Subtitles are critical for engagement, and there are easy-to-use free tools available.

4. Share Stories: Include ephemeral content like Stories in your calendar. Perfect for spontaneous updates, reminders, and enhancing authenticity from your workplace.

5. Share Reviews and Testimonials: Publish them regularly via carousels or posts, preferably with before-and-after pictures (with patient consent). Include:

6. Create Strategic Collaborations: Expand your reach and credibility by collaborating with other healthcare professionals or related businesses through live broadcasts or joint content creation.

A well-designed marketing strategy allows healthcare professionals to strengthen their reputation, connect with more patients, and stand out in a competitive digital landscape. Applying best practices, avoiding common mistakes, and focusing on creating valuable content will make the difference in your professional growth and patient trust. Remember: results take time, consistency is the key.

Sources

• 12 Healthcare Social Media Statistics | Clinic Cloud, 2024

• Video Ads vs. Image Ads: Which Drive More Engagement on Facebook? | Databox, 2024

• Common Social Media Mistakes for Doctors: Avoid Them! | Doctoralia, 2024

• How Often to Post on Instagram in 2025 | Shopify, 2025

• Video in the C-Suite: Executives Embrace the Non-Text Web | Forbes, n.d.

• More Videos Are Being Watched Without Sound | Puro Marketing, 2021