Urgent Care Social Media Marketing Guide

Platform Selection and Strategy

Primary Platforms

• Facebook
  • Demographics align with urgent care patients
  • Ideal for community engagement
  • Supports appointment scheduling integration
• Instagram
  • Visual storytelling opportunities
  • Appeals to younger demographics
  • Perfect for facility showcases

Content Categories

1. Educational Content (40%)

• Seasonal health tips
• When to visit urgent care vs. ER
• Preventive care information
• Common condition management

2. Service Highlights (25%)

• Available treatments
• Wait time updates
• Insurance acceptance
• New service announcements

3. Team & Facility (20%)

• Staff introductions
• Facility tours
• Behind-the-scenes content
• Equipment/technology highlights

4. Community Engagement (15%)

• Local health events
• Community partnerships
• Patient success stories (with consent)
• Local health alerts

Posting Guidelines

Frequency

• Facebook: 3-4 posts/week
• Instagram: 2-3 posts/week
• Stories: Daily updates

Best Practices

1. Use HIPAA-compliant imagery
2. Include calls-to-action
3. Respond to comments within 24 hours
4. Use location tags
5. Implement relevant hashtags

Crisis Communication Protocol

Emergency Updates

• Service changes
• Weather-related closures
• Public health alerts
• Capacity updates

Compliance Requirements

HIPAA Considerations

• No patient information without consent
• Avoid background patient visibility
• Review all images for compliance
• Document all permissions

Performance Tracking

Key Metrics

• Engagement rate
• Reach and impressions
• Click-through rates
• Appointment conversions
• Response time