Pediatric Practice Social Media Marketing Guide

Platform Selection and Strategy

Primary Platforms

• Facebook

  • Ideal for parent communities
  • Share practice updates and health tips
  • Host live Q&A sessions

• Instagram

  • Share visual content and infographics
  • Post milestone celebrations
  • Feature staff and office culture

Content Categories

Educational Content (40%)

• Vaccination schedules and updates
• Developmental milestones
• Seasonal health tips
• Nutrition guidance
• Sleep recommendations

Practice Updates (30%)

• New service announcements
• Staff introductions
• Office hours changes
• Holiday schedules

Community Engagement (30%)

• Patient success stories (with consent)
• Local event participation
• Community health initiatives
• Parent testimonials

Posting Schedule

Facebook

• 3-4 posts per week
• Best times: 9-10am, 1-2pm
• Weekend health tips

Instagram

• 2-3 posts per week
• Stories: Daily updates
• Reels: 1-2 per month

Content Guidelines

Do's

• Use HIPAA-compliant imagery
• Include evidence-based information
• Respond to comments within 24 hours
• Use child-friendly imagery

Don'ts

• Share patient information without consent
• Give specific medical advice
• Use medical jargon without explanation
• Post during off-hours

Crisis Communication Plan

Emergency Updates

• Weather-related closures
• Public health announcements
• Urgent care information

Measurement Metrics

Track Monthly

• Engagement rates
• Follower growth
• Website referrals
• Appointment requests

Compliance Checklist

• HIPAA review of all posts
• Medical content verification
• Image release forms
• Disclaimer updates