I’ve been working with multiple pediatric offices for years now on their Facebook and Instagram marketing! In today’s digital era, there’s an increasing need to have a professional, educational presence on social media in order to remain competitive with other practices in your area and give parents a glimpse into what they can expect from your practice before they even walk through the door.
So, what should a pediatrician’s social media look like? Let’s dive in! I’m going to share my basic content pillars for social media marketing strategy for a pediatric office.
Content Pillars
Content pillars are the core concepts that your social media strategy should revolve around. These are the main categories of content you’ll post about on social media and will be relatively similar from practice to practice because there are general topics that we’ll always want to cover for your industry. However, when I start working with a practice, I will put together a unique social media strategy specifically tailored to them and their patient population and any goals or needs they might have – this is where the little differences come in that make your social media specific to you. I’ll show you an example at the end!
- About Your Practice
This is where your “evergreen” content about your practice goes – that means content that never goes out of season! Think about things you’d want someone to know when they first search for a practice in your area.
- Mission statement – your why! What makes you different from the competition?
- Services
- Unique Resources (Do you offer location consulting, doula recommendations, etc? Oftentimes these resources can be what stand out to a new patient!)
- Staff/Meet the team type posts
- Policies – your immunization policies, school excuse policies, etc.
- Education
These posts are for educating your audience and raising awareness. These establish you as a professional, credible resource for parents.
- General child health awareness posts
- National “days” that revolve around pediatric health topics
- Seasonal illnesses
- News and announcements (ex: virus outbreaks or formula recalls)
- Engagement Content
This includes posts that are meant to provide an additional touchpoint to connect with your audience outside of medical knowledge! Things that parents would find useful/fun or funny/relatable.
- Holidays (Celebrating fun “national” days Ex: National Kindness Day – 5 ways to spread kindness with your family, or even showing the staff/office during holidays ex: an office-wide halloween costume)
- Parenting jokes or fun jokes the Kids will get
- Community events that the whole family can attend
- If your office can get creative with a mascot or specific repeating piece of content here that’s even better!
Tailoring Content to Your Practice
This is where your social strategy comes into play specifically for your practice! The above is a great starting point, but you need to put effort into your strategy that will show your unique side and make followers want to come to you versus another provider. You’ll want to think about anything that makes you unique or what makes your patient demographic unique. For example, if your practice is in an area where a certain religion is prevalent, you might tailor your holiday content to those celebrations.
When to Outsource
Want to let the professionals handle your social media? If you can answer yes to any of the below questions, you’re ready to outsource to a social media manager (like me)!
- Does your in-office team run out of time to post on your social media?
- Do you struggle with consistency on social media?
- Are patient questions and direct messages going unnoticed? (If this makes you ask “I wonder if we have any messages from patients on Facebook?, you’re really ready to take the leap!)
- Does your social presence lack a cohesive visual format?
- Do the other practices in your area excel on social media?
I’d love to help showcase your pediatric practice (or other medical specialty) excel on social media!
When you work with me you can trust that I will:
- Lead content planning with plenty of ideas and direction, but allow you to take as much interest in content as you wish
- Use vetted, credible sources to pull my information from for educational purposes (like the American Academy of Pediatrics)
- Work ahead of schedule and deliver your social media calendars and/or blogs without you having to remind me!
- Stay up to date on trends and suggestions you might be able to implement
- Track analytics and monitor changes that can help you reach new clients
An Example
Augusta Pediatric Associates operates out of Augusta, Ga. We have had the pleasure of working together since 2023! Take a look at their Instagram, Facebook, and Blogs for reference.
Want to get started or schedule a consultation call? Shoot me an email at heather@oliverandco.social.
Oliver and Co. Social 