Platform Selection and Strategy
Primary Platforms
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Instagram: Share exercise demonstrations, success stories, and wellness tips
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Facebook: Build community engagement and share longer educational content
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LinkedIn: Network with healthcare professionals and share clinical expertise
Content Categories
Educational Content (40%)
- Exercise technique demonstrations
- Injury prevention tips
- Anatomy explanations
- Treatment approach overviews
Engagement Content (30%)
- Patient success stories (with consent)
- Staff introductions
- Behind-the-scenes clinic operations
- Q&A sessions
Promotional Content (20%)
- Special services announcements
- New equipment/technology updates
- Insurance acceptance updates
- Seasonal promotions
Community Content (10%)
- Local health events
- Team sponsorships
- Community involvement
Post Frequency Guidelines
Instagram
- Posts: 3-4 times per week
- Stories: Daily
- Reels: 2-3 times per week
Facebook
- Posts: 3-4 times per week
- Live sessions: Monthly
LinkedIn
- Posts: 2-3 times per week
- Articles: Monthly
Content Creation Tips
Visual Content
- Use consistent branding colors
- Include practice logo watermark
- Maintain HIPAA compliance
- Use high-quality lighting
Caption Writing
- Include clear call-to-action
- Use relevant hashtags (#PhysicalTherapy #PTlife)
- Incorporate location tags
- Keep tone professional yet approachable
Compliance Guidelines
HIPAA Considerations
- Obtain written consent for patient photos/videos
- Never share protected health information
- Review all content for inadvertent disclosures
- Document all social media consent forms
Performance Tracking
Key Metrics
- Engagement rate
- Follower growth
- Post reach
- Website clicks
- Appointment inquiries
Monthly Content Calendar Template
Week 1
- Monday: Educational post
- Wednesday: Staff spotlight
- Friday: Exercise demonstration
Week 2
- Monday: Success story
- Wednesday: Injury prevention tip
- Friday: Community event
Weeks 3-4
(Continue pattern with content mix)