Running a small business is already a full-time job (and then some). If you’re a healthcare provider, you’re especially swamped — between managing patients, appointments, paperwork, insurance, and all the other chaos that comes with the territory, social media can easily fall to the bottom of the priority list. But here’s the truth: If you’re not showing up online, you’re missing a huge opportunity to connect with your community—and attract new patients.

The good news? You don’t have to be on every platform. You just need to be on the right ones. Let’s take a quick look at 4 popular social media platforms and see why they might actually be worth your time.

1. Instagram: Great for Visual Storytelling + Community Building

Instagram isn’t just for influencers and foodies. It’s a powerful tool for businesses like yours to connect with your audience in a real, human way. Share behind-the-scenes moments at your practice, introduce your team, post educational health tips, or answer common questions. Stories and Reels are perfect for short, friendly content that builds trust.

• Best for: Building familiarity, showing personality, and engaging a broader audience
• Time commitment: Moderate 

2. Facebook: Still Relevant, Especially for Local Reach

People may roll their eyes at Facebook, but guess what? Your patients are still on it. Especially if your business caters to families, older adults, or a local community, Facebook is hot. It’s also great for posting events, collecting reviews, sharing blog posts, and running simple ads targeted by location.

• Best for: Community updates, events, reviews, and local visibility
• Time commitment: Low to moderate

3. LinkedIn: Professional & Trustworthy

If you’re in a medical or wellness field that caters to professionals—think therapists, consultants, or even B2B services—LinkedIn can be surprisingly effective. It’s where you can showcase your credentials, share thought leadership (like short articles or patient education tips), and connect with referral partners. Plus, LinkedIn is still a great way to find employees.

• Best for: Building credibility, networking with other professionals, and hiring
• Time commitment: Low

4. TikTok: Only If You’re Feeling Brave (or Creative)

Hear us out: TikTok isn’t just for teenagers doing dance challenges. Many doctors, therapists, and wellness providers are using it to create quick health tips; bust myths in a fun, engaging way; show more of their personality; and interact with their audience more frequently. It’s not for everyone—but if you’re up for communicating in a more exciting, experimental way, TikTok can massively grow your reach. Go viral, in the best way!

• Best for: Creating engagement through entertainment + education 
• Time commitment: High 

Keep It Simple (Where Possible)

Whatever social media platform you decide to use, make your life easier by trying to simplify your approach. 

• Pick 1–2 platforms and do them well. You don’t need to be everywhere.
• Be consistent. Posting once a week is better than posting daily for a month and then nothing for a while.
• Be authentic. Through genuine connection, you build trust.
• Respond to comments and messages. Social media is a two-way street.
• Avoid rushing and posting less-than-great material by creating content ahead of time. 
• Try to use the same content in different ways! 
• Mix up what you post by using timely content (think: holidays, events, special promotions) and “evergreen” content (think: the timeless stuff that’s always relevant)

Bottom Line

Social media doesn’t have to be overwhelming. Focus on showing up where your ideal patients already hang out, share helpful content, and don’t be afraid to show your personality. A little effort can go a long way in building your audience — and growing your business.