Oncology Practice Social Media Strategy Guide

Platform Selection and Setup

Primary Platforms

• LinkedIn: Professional networking and research updates
• Facebook: Patient education and support group connections
• Twitter: Clinical trial announcements and research sharing

Content Categories

1. Educational Content (40%)

• Latest treatment advances
• Cancer prevention tips
• Screening guidelines
• Lifestyle recommendations

2. Practice Updates (20%)

• New physician announcements
• Facility improvements
• Service expansions
• Technology acquisitions

3. Patient Support (20%)

• Support group information
• Success stories (with HIPAA compliance)
• Coping strategies
• Caregiver resources

4. Research & Clinical Trials (20%)

• Current trial opportunities
• Research participation calls
• Study results

Posting Guidelines

Frequency

• LinkedIn: 2-3 posts/week
• Facebook: 4-5 posts/week
• Twitter: Daily updates

Best Practices

1. Use HIPAA-compliant imagery
2. Include relevant hashtags (#Oncologycare #CancerTreatment)
3. Respond to comments within 24 hours
4. Cross-reference national cancer organizations

Content Creation Workflow

1. Monthly content calendar planning
2. Content review by medical staff
3. Legal/compliance review
4. Scheduling and automation
5. Engagement monitoring

Crisis Communication Protocol

1. Establish review team
2. Create response templates
3. Define escalation procedures
4. Document resolution process

Measurement Metrics

• Engagement rates
• Follower growth
• Website referrals
• Appointment requests
• Patient feedback scores