Social Media Marketing Guide for Family Medicine Practices

Platform Selection and Strategy

Recommended Platforms

• Facebook: Primary platform for community engagement and patient education
• Instagram: Visual content sharing and practice culture
• LinkedIn: Professional networking and physician recruitment
• Twitter: Healthcare news and quick updates

Content Categories

1. Patient Education (40% of posts)

• Preventive care tips
• Seasonal health reminders
• Disease management information
• Wellness advice

2. Practice Updates (20% of posts)

• New services
• Staff introductions
• Office hours changes
• COVID-19 updates

3. Community Engagement (25% of posts)

• Local health events
• Community involvement
• Patient success stories (with consent)
• Health awareness months

4. Behind-the-Scenes (15% of posts)

• Team celebrations
• Office culture
• Medical technology highlights

Posting Schedule

Recommended Frequency

• Facebook: 3-4 posts/week
• Instagram: 2-3 posts/week
• LinkedIn: 1-2 posts/week
• Twitter: 4-5 tweets/week

Content Guidelines

HIPAA Compliance

• Never share PHI
• Obtain written consent for testimonials
• Avoid patient-specific details

Best Practices

1. Use high-quality images
2. Include clear calls-to-action
3. Respond to comments within 24 hours
4. Use relevant hashtags
5. Track engagement metrics

Crisis Communication Plan

• Designate social media spokesperson
• Prepare response templates
• Document escalation procedures

Measurement Metrics

• Engagement rate
• Follower growth
• Website traffic from social
• Appointment requests

Content Calendar Template