The data

Every figure, attributed.

20 data points · Updated February 28, 2026 · Every row sourced

Statistic	What it measures	Source
3.2%	Average Engagement Rate — Healthcare Instagram Healthcare accounts on Instagram see an average engagement rate of 3.2%, significantly above the cross-industry average of 1.6%.	Sprout Social Healthcare Report
5.8%	Average Engagement Rate — Healthcare TikTok Healthcare TikTok accounts achieve 5.8% average engagement, with doctor-led educational content performing best.	TikTok Creator Analytics Healthcare
1.4%	Average Engagement Rate — Healthcare Facebook Healthcare Facebook pages see 1.4% average engagement, below Instagram and TikTok but still valuable for patients 45+.	Sprout Social Healthcare Report
2.1%	Average Engagement Rate — Healthcare LinkedIn Healthcare LinkedIn posts achieve 2.1% engagement, making it the top platform for B2B healthcare marketing and physician recruitment.	LinkedIn Healthcare Marketing Data
4.6%	Average Engagement Rate — Healthcare YouTube (Shorts) Healthcare YouTube Shorts achieve 4.6% engagement, outperforming long-form video (1.2%) for initial audience building.	YouTube Healthcare Creator Data
Instagram	Best Platform — Cosmetic Surgery & MedSpa Instagram drives the highest patient conversions for cosmetic surgery and MedSpa practices, with before/after content generating 4.2x more engagement.	Aesthetic Medicine Social Report
TikTok	Best Platform — Dental & Orthodontics TikTok is the fastest-growing platform for dental practices, with smile transformation videos averaging 15K+ views per post.	Dental Social Media Benchmarks
YouTube	Best Platform — Complex Procedures (Ortho, Cardiac) YouTube is the best platform for specialties involving complex procedures, where patients seek detailed educational content.	Healthcare Content Consumption Study
LinkedIn	Best Platform — Hospital & Pharma Marketing LinkedIn drives the highest ROI for hospital brand building, physician recruitment, and B2B pharma marketing.	Healthcare B2B Marketing Report
73%	Doctors With Personal Social Media Presence 73% of doctors now maintain a personal social media presence, up from 41% in 2022. Those with active accounts see 2.4x more patient referrals.	Medical Economics Social Survey
Before/After	Highest-Performing Content Type (Cosmetic) Before/after content generates 4.2x more engagement than any other content type for cosmetic and aesthetic practices.	Aesthetic Medicine Social Report
Doctor Explainers	Highest-Performing Content Type (General) Doctor-to-camera explainer videos are the highest-performing content type across all healthcare specialties on TikTok and Instagram Reels.	Healthcare Social Media Study
Patient Stories	Highest-Performing Content Type (Hospitals) Patient testimonial stories generate the highest engagement for hospitals, with video testimonials outperforming text by 3.8x.	Hospital Social Media Benchmarks
2.4x	More Follows — Consistent Posting Schedule Healthcare accounts posting 4-5 times per week grow followers 2.4x faster than those posting 1-2 times weekly.	Healthcare Social Media Study
68%	Patients Who Check Social Before Booking 68% of patients under 40 check a doctor's social media presence before booking an appointment.	PatientPop Social Media Survey
$0.85	Average CPM — Healthcare Meta Ads Healthcare Meta (Facebook/Instagram) ads see an average CPM of $0.85 for awareness campaigns, rising to $3.40 for conversion campaigns.	Meta Healthcare Advertising Data
12%	Patient Acquisition From Social (Direct) 12% of patients cite social media as the direct reason they chose a specific healthcare provider.	Healthcare Consumer Survey
3-5 posts/week	Optimal Posting Frequency The optimal posting frequency for healthcare social media is 3-5 posts per week across platforms, with quality consistently outperforming quantity.	Healthcare Social Media Study
6:3:1	Ideal Content Mix Ratio The ideal healthcare social content ratio is 6 educational posts : 3 behind-the-scenes/culture posts : 1 promotional post.	Healthcare Content Strategy Guide
47%	Video Content Share of Top-Performing Posts 47% of top-performing healthcare social media posts are video content, compared to 31% image and 22% text/carousel.	Sprout Social Healthcare Report

Each figure is attributed to its source in the right-hand column. Benchmarks combine third-party industry research with Branding Pioneers first-party client data where noted.

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