Daily content engine
A steady content calendar for every account we run. Specialty-tuned themes, condition awareness days.
Healthcare Social Media
Social Media Strategy for Healthcare
Map the social media platforms, content pillars, and posting cadence that move a hospital or clinic from scattered posts to steadily booked appointments.
350+ healthcare brands served since 2016 · Healthcare only · Honest reporting, no guarantees
Social media designsSocial portfolio
Why us
What we do differently for healthcare.
Stigma-sensitive creative
Mental-health, paediatrics, end-of-life — patient-respectful framing baked into every brief.
Healthcare-native engagement
Hospital, doctor, and clinic accounts run on a healthcare playbook, not generic social.
See what your feed tells a new patient — free.
Get my free growth planProcess
5 phases. One outcome.
Platform Audit & Audience Research
We begin by understanding what makes your social media strategy for healthcare needs unique. Your specialty, market, and patient demographics shape every recommendation we make. We audit your current social presence across Instagram, Facebook, LinkedIn, TikTok, and YouTube. We analyze what your competitors are doing, what content your target patients engage with, and which platforms your specific demographic uses most. For healthcare in 2026, Instagram Reels and YouTube Shorts dominate for patient acquisition.
Content Strategy & Calendar
We build a monthly content calendar with 4-5 content pillars tailored to your specialty. For social media strategy for healthcare, this typically includes: physician-led educational content, patient stories (with consent), behind-the-scenes practice content, health myth debunking, and trending health topic reactions. Every piece follows the 90/10 rule — 90% educational, 10% promotional.
Content Production & Physician Coaching
Our team produces content or coaches your physicians to create authentic short-form video. We handle scripting, filming guidance, editing, caption writing, and hashtag/keyword strategy. For doctor accounts, we focus on the saveable carousel and 60-90 second educational Reel formats that Instagram's 2026 algorithm rewards most.
Community Management & Engagement
We manage daily engagement: responding to comments, DMs, and mentions within 2 hours. We run engagement campaigns, collaborate with other medical creators, and manage your online reputation. For healthcare, we ensure all public-facing responses follow medical advertising guidelines.
Performance Analysis & Growth Scaling
Monthly analytics track reach, engagement, saves (the #1 ranking signal in 2026), follower growth, and website traffic from social. More importantly, we track patient attribution — how many appointments can be traced back to social media. We double down on content formats that drive bookings and sunset what doesn't work.
Compliance by market
What the rules allow where you practise.
Healthcare advertising law differs by country, so we run each market’s own playbook. In India, NMC’s 6 Oct 2026 guidelines apply. Read the NMC guide.
A doctor promoting their own practice
| Market | Status | What applies |
|---|---|---|
| India | Narrow exceptions | Doctors may not self-promote, solicit patients or engage a third party to market medical services. Public-health education in their own name, factual announcements and hospital doctor directories are allowed.NMC Public Notice R-13014/01/2024-Ethics (6 Oct 2026), 8.1(ii), 5.1, 8.2, 9.1 |
| UAE | Allowed with conditions | Allowed within DHA rules: separate personal and professional accounts, name and title exactly as licensed, no unlicensed titles, and the doctor is personally accountable.DHA Standards for Medical Advertisement Content on Social Media (2022) §6.1, §8.1.1, §8.1.3 |
| Saudi Arabia | Narrow exceptions | Practitioners may not advertise or promote themselves, directly or through an intermediary, except as the regulations allow. Stating status, degree and specialty, and educational content, are acceptable.Royal Decree M/59 Art. 10(A); SCFHS Code of Ethics (2014) §(D) |
| Qatar | Narrow exceptions | Education and awareness are allowed; self-promotion beyond professional dignity is not. Credentials must match the DHP register exactly.MOPH DHP Circulars 01/2019 and 01/2022 |
| Kuwait | Narrow exceptions | Doctors may present their experience but not prices, offers or superlatives. The MOH advertising controls cover social media.Kuwait MOH Ministerial Resolution 87 (private-sector medical ads) |
| Bahrain | Narrow exceptions | Titles must match the NHRA licence, doctors are responsible for their own accounts, and self-promotion inconsistent with professional dignity is barred.NHRA Guidelines for Advertising Health Services (2017); Law 7/1989 |
| United States | Allowed with conditions | Truthful, non-deceptive advertising is allowed. Titles such as “board certified” must meet state rules, and the doctor answers for ads an agency makes.AMA Code of Medical Ethics Op. 9.6.1; 22 Tex. Admin. Code 164.4; Fla. Admin. Code 64B8-11.001(5) |
| United Kingdom | Allowed with conditions | Allowed if accurate, not misleading and not minimising risk, with conflicts of interest declared. “Consultant”, “specialist” and “qualified” need the matching register entry or post.GMC Good medical practice 2024 paras 89–90; CAP/BCAP cosmetic guidance paras 6–11 |
| Canada | Narrow exceptions | Titles follow college rules, Ontario bars soliciting people known to need care, and the physician is responsible for agency-made ads.O. Reg. 114/94 ss8–9; CPSBC and CPSA Advertising standards |
| Australia | Allowed with conditions | Allowed within s133. “Surgeon” and “specialist” are protected titles, and cosmetic ads must show the doctor's registration number and type.Health Practitioner Regulation National Law ss115, 115A, 133; MBA cosmetic guidelines (2023) |
| Kenya | Narrow exceptions | Ads may carry only the permitted facts: identity, Board-recognised specialisation and qualifications, registration, contacts, hours, affiliations and publications.KMPDC Advertising Rules 2016 r4(1) |
Patient testimonials
| Market | Status | What applies |
|---|---|---|
| India | Not permitted | Doctors may not request or share patient testimonials for promotion, and patient consent does not make them permissible.NMC Public Notice R-13014/01/2024-Ethics (6 Oct 2026), Expl. V to 3.2, 6.2, 8.1(xi) |
| UAE | Allowed with conditions | Dubai: allowed only with the person's written consent, limited to a stated subject and period. Outside Dubai no federal rule clearly allows lay patient testimonials, so we treat them as needing regulator approval.DHA Standards for Medical Advertisement Content on Social Media (2022) §6.10, §9.1, App. 2 |
| Saudi Arabia | Not permitted | Patient experiences, patient information and patient images may not appear in health ads.Saudi MOH Annex 10, advertising content controls (Ed. 4) |
| Qatar | Narrow exceptions | No express rule found, so we treat testimonials as restricted; check with MOPH. Patient images or video need consent, and every post needs written sign-off from the medical director and the practitioner.MOPH DHP Circular 01/2021, amended by 01/2022 |
| Kuwait | Narrow exceptions | No express rule found, so we treat testimonials as restricted; check with the MOH. Filming a patient needs written permission from the patient, the practitioner and clinic management, and the ad needs an MOH licence.Kuwait MOH Ministerial Resolution 87 (private-sector medical ads) |
| Bahrain | Allowed with conditions | Allowed if honest, not deceptive, scientifically supported and consented to by the patient before publication.NHRA Guidelines for Advertising Health Services (2017) §8 |
| Oman | Narrow exceptions | No published rule found, so we treat testimonials as restricted; check with the MOH. Any use needs MOH ad-licence approval and the patient's explicit written consent.Oman MOH Health Advertisement Licence (DGPHE); PDPL (Royal Decree 6/2022) |
| United States | Allowed with conditions | Allowed if genuine and representative, or the typical result is disclosed, with a signed HIPAA marketing authorisation. Fake or AI-written testimonials are banned; Texas treats testimonials as high-risk.16 CFR 465.2 (FTC, 2024); 16 CFR 255.2(b); 45 CFR 164.508(a)(3) |
| United Kingdom | Allowed with conditions | Allowed if genuine, held on file with the person's contact details, relevant to the service and used with permission. Not for prescription-only medicines.CAP Code 3.47–3.50, 12.18 |
| Canada | Narrow exceptions | Banned for physicians in Ontario and Alberta. Elsewhere a testimonial needs the person's written permission and must not mislead or create unreasonable expectations.Ontario O. Reg. 114/94 s6(2)(b); CPSA Advertising standard cl. 1(i); Competition Act s74.02 |
| Australia | Not permitted | Testimonials about clinical aspects of care are banned in advertising, including reposted reviews. Non-clinical feedback, such as on wait times, may be used.Health Practitioner Regulation National Law s133(1)(c) |
| Kenya | Not permitted | Patient names, identities and pictures are barred from practitioner and facility ads, so testimonials are effectively unavailable. Inducing patients to give testimonials is also barred.KMPDC Advertising Rules 2016 r5(1)(a)–(b); KMPDC Code of Conduct, 7th ed. (2026) §6.7(e) |
AI-generated content
| Market | Status | What applies |
|---|---|---|
| India | Narrow exceptions | AI-generated promotional campaigns are prohibited. Other AI content must carry a source mark, and synthetic patients, voices or doctors are banned.NMC Public Notice R-13014/01/2024-Ethics (6 Oct 2026), 7.2 |
| UAE | Narrow exceptions | No health-regulator AI rule found. AI-made or retouched “results” would breach DHA image rules, and depicting public figures with AI without approval is a fineable media violation.DHA Standards for Medical Advertisement Content on Social Media (2022) §9.6; UAE Media Council warning (Sep 2025) |
| Saudi Arabia | Narrow exceptions | No MOH AI rule found. Synthetic patients or results would breach the ban on patient content and misleading ads, and misleading deepfakes are prosecutable.Saudi MOH Annex 10, advertising content controls (Ed. 4); Anti-Cybercrime Law; SDAIA Deepfakes Guidelines (non-binding) |
| United States | Narrow exceptions | AI-written reviews or testimonials from people who don't exist are banned, and AI avatars must not pose as real patients. California and Texas add AI disclosure duties for patient communications.16 CFR 465.2; 16 CFR 255.2(c); Cal. Health & Safety Code 1339.75; Texas TRAIGA (2026) |
| United Kingdom | Narrow exceptions | No AI-specific rule, and an AI label does not cure a misleading ad. AI patients, doctors or results presented as real would breach the CAP Code.ASA guidance on AI in ads (2025, 2026); CAP Code 3.1, 3.47–3.49 |
| Canada | Narrow exceptions | No AI-specific rule. Before/after must show actual, unmanipulated patients, so synthetic results are out. Ad Standards recommends #MadeWithAI labels.CPSO Advertising policy (2020); Ad Standards Influencer Marketing Disclosure Guidelines (Oct 2025) |
| Australia | Narrow exceptions | No AI-specific rule. AI-written patient stories are “purported testimonials”, and AI-altered outcome images breach the genuine-image requirement.Health Practitioner Regulation National Law s133(1)(c); Ahpra advertising guidelines (2020) |
| Kenya | Narrow exceptions | No AI-specific ad rule. AI is a support tool and the clinician stays responsible; synthetic patients or results breach the bans on misleading content.KMPDC Code of Conduct, 7th ed. (2026) §7.11; KMPDC Advertising Rules 2016 r5(1)(c), (g) |
A planning summary, not legal advice. We confirm the current rules for your market before anything is published.
How we measure
Judged against your own baseline.
We report the levers below from your analytics and CRM. Magnitudes are reconciled with you privately, never promised up front.
| Lever | Starting point | Direction | How it’s measured |
|---|---|---|---|
| Google Maps Visibility (3-Pack) | Your baseline | Stronger map-pack presence | reconciled under NDA |
| Google Business Profile Actions | Your baseline | More profile actions | reconciled under NDA |
| Direction Requests | Your baseline | More direction requests | reconciled under NDA |
| Phone Calls from Search | Your baseline | More calls | reconciled under NDA |
Operating principles
- Practices that invest in marketing consistently tend to grow faster than those that invest sporadically
- Digital patient acquisition is typically more cost-efficient than traditional advertising over time
- Provider websites that quickly address a patient's specific condition hold attention better than generic homepages
“Marketing works best as a core function of the practice, not an afterthought you'll get to later. Social Media Strategy for Healthcare isn't a cost center — it's your patient acquisition system.”
The evidence
Results you can check, not just claims.
Original reportClient deckPortfolio capture
Creative work with visible impact.
Patient education and a coordinated social programme for Indraprastha Apollo, as reported in the client engagement deck.
- Organic social views
- +717%
- Content interactions
- 1M+
- Performance ads
- +337.7%
Client deckClient-deck figures. The slide does not state the reporting period or baseline; organic views refer to social content, not Google traffic.
Pricing
Clear fees. No lock-in after the minimum term.
Starting fees from our price book. Your proposal confirms the exact scope before you commit.
Practice
Single-clinic and solo practitioners
₹50,000/ month
$1,500 / month outside India
3-month minimum
- 12 edited Reels/Shorts per month
- Scripting & topic research
- Graphic carousels & quotes
- Community moderation & DM routing
- Monthly performance report
Most chosen
Hospital
Multi-line hospitals and chains
₹1,50,000/ month
$5,000 / month outside India
6-month minimum
- 24 edited Reels/Shorts per month
- On-site or studio video direction
- Instagram + YouTube + LinkedIn + FB
- Consented patient-story edits (where lawful)
- Dedicated medical scriptwriter
Enterprise
Hospital groups and global brands
Customengagement
Scoped to your group
12-month minimum
- Multi-department video strategy
- Doctor thought-leadership podcasts
- Crisis communications monitoring
- Full on-site film crew & post-production
- Leadership communications for executives
Prices exclude GST. Advertising spend and third-party software are billed separately. Full pricing
How much does social media strategy for healthcare typically cost?
We're transparent about pricing because we know vague "it depends" answers are frustrating. For social media strategy for healthcare, our fees start from $1,500/month (₹50,000/month in India) on the Practice tier (3-month minimum) and from $5,000/month (₹1,50,000/month in India) on the Hospital tier (6-month minimum); Enterprise is scoped custom (12-month minimum). The right tier depends on your practice size, market competition, and goals, and engagements run month to month once the minimum term ends. During your strategy call, we'll give you a specific quote with ROI projections.
How quickly will I see results from social media strategy for healthcare?
Honestly? It depends on the channel. If we're running Google Ads, you'll start getting calls within the first week or two. SEO is a longer play — expect initial movement in 3-4 months with serious traction by month 6-12. AI and automation changes (like chatbots and automated follow-ups) show impact almost immediately. During your strategy call, we'll map out a realistic timeline based on your specific situation and market.
Will this work for my specific specialty?
We work with 113+ medical specialties — from general dentistry to cardiac surgery to IVF clinics. The approach changes significantly by specialty because patients search and decide differently. A cosmetic surgery patient's journey is completely different from an orthopedic patient's. We tailor everything to your specialty's specific patient behavior patterns.
How often should a healthcare practice post on social media?
Quality beats quantity, but consistency matters. We recommend 3-5 posts per week on Instagram (mix of Reels, carousels, and stories), 2-3 on Facebook, and 1-2 on LinkedIn for physician personal branding. The key isn't hitting a number — it's maintaining a consistent presence so the algorithm rewards your account. We'll build a content calendar that's sustainable for your team without sacrificing quality.
What type of content works best for healthcare social media?
The top performers we see across healthcare accounts: physician-led educational short videos (60-90 seconds explaining a condition or procedure), patient transformation stories (with consent), medical myth debunking, behind-the-scenes practice content, and trending health topic reactions. The 90/10 rule works: 90% educational and engaging content, 10% promotional. Saveable content (carousels with tips, infographics) drives the most algorithmic reach in 2026.
How do we stay HIPAA-compliant on social media?
HIPAA compliance on social media comes down to three rules: never share patient information without written consent (even in comments or DMs), never photograph patients without explicit permission and a signed release, and never discuss specific cases — even anonymously — if they could be identifiable. We train your team on these boundaries and review all content before posting. We also set up private DM protocols so patient inquiries are handled through compliant channels.
Healthcare Social Media
Ready to fill the OPD with social media strategy for healthcare?
Senior strategist on the call. 90-day roadmap whether you engage us or not.
- A 30-minute call with a healthcare specialist
- Your top three growth opportunities, in writing
- Honest advice — even if that means not hiring us
- No obligation and no hard sell
You’ll speak with a senior strategistConsultations are hosted by Arush Thapar’s team.
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