Skip to content
All articles

What a clinic should post on Instagram: a month of ideas

CONRA team · · 3 min read

Before a new patient books, they often look at your clinic's Instagram. They are not looking for entertainment. They want to know whether you are good at what you do, whether you are kind, and what happens when they walk in. A month of posts can answer all three.

A simple mix for a clinic

Most clinic posts do one of four jobs. A healthy month has some of each.

  • Teach. Answer the questions patients bring to every appointment.
  • Reassure. Take the fear out of the unknown.
  • Show. Let people see the team and the place.
  • Invite. Make booking the obvious next step.

Twelve ideas, three for each job

Teach

  1. The question you hear every week. Turn it into a carousel: the question on the first slide, a clear answer over the next few, and a last slide on when to come in.
  2. Myth vs truth. Pick a belief that stops people coming in, explain why it is wrong and what is true instead.
  3. Aftercare, step by step. What to do in the days after a common treatment, written so a patient can save it and follow it at home.

Reassure

  1. What happens in a first visit. From the front desk to the end of the appointment, in order, so nothing is a surprise.
  2. How you look after nervous patients. The small things you do that make a big difference: explaining before you start, agreeing a signal to pause.
  3. What a treatment involves. The steps, how long each takes and what it feels like. Leave out anything you would not say face to face.

Show

  1. Meet the team. One person per post, with what they do and why they chose this work.
  2. A day at the clinic. The rhythm of a normal day, from opening to the last appointment.
  3. How you keep things clean and safe. Patients care about this more than most clinics expect.

Invite

  1. How to book. The ways to reach you, your hours and what to bring. Simple, and worth repeating.
  2. A timely reminder. A check-up before a busy season, or a routine visit that is easy to put off.
  3. A patient story, told with consent. What changed for them, in their words, with their written permission.

Twelve posts is about a month at three posts a week. If you want a routine for planning them, how to plan a month of posts in one sitting walks through it.

Rules that keep health posts trustworthy

Health content carries more weight than most. A few rules protect your patients and your practice.

  • Promise care, not results. Describe what you do and how you do it. Do not guarantee outcomes.
  • Get consent in writing. For any photo, story or before and after, and keep a record of it.
  • Protect privacy. No names, faces or details that identify a patient without their permission.
  • Follow your local rules. Medical and dental advertising is regulated in many places, often by your professional council. Check what applies to you before you post.
  • Use plain words. Write the way you would explain it in the chair, not the way a textbook would.

Make each post easy to read

Most of these ideas work best as carousels: one point per slide, a strong first slide and a clear last one. How to write a carousel hook covers the first slide, and the six story shapes covers the order of the rest.

Where CONRA fits

You tell CONRA about your clinic once: what you offer, who you see and how you sound. Each month it suggests a theme for every posting day, writes the slides and captions, and designs them in your colours with your logo. Every post waits for your approval before it goes out, unless you choose to switch on publishing without review, and the approved posts go out on the days you chose.