Leveraging Your Social Media Following To Create A Thriving Community
Social media has become a powerful tool for healthcare professionals—not just for education, but for advocacy, connection, and growth.
In this conversation, Dr. Karen Tang, a nationally recognized OB/GYN and social media leader, shares how she built a thriving online community, expanded her career in meaningful ways, and found unexpected opportunities by showing up authentically on digital platforms.
About Dr. Karen Tang
Karen Tang, MD, MPH is a board-certified gynecologist and minimally invasive gynecologic surgeon who is an internationally recognized leader in reproductive health. As @KarenTangMD on TikTok, Instagram, and YouTube, she reaches millions of viewers each month with her educational videos that explain gynecologic health, pelvic pain, and reproductive rights in an entertaining and easily understandable way.
Why Healthcare Professionals Need to Be on Social Media
Many doctors hesitate to join social media, unsure of its relevance to their careers. Dr. Tang had the same doubts when she started in 2019, but quickly realized that social media is where people seek health information—and that doctors need to be part of that conversation.
“People don’t always wait for their doctor’s appointment. They Google. They check Facebook. They listen to influencers—some of whom spread misinformation. We, as doctors, need to be where our patients are and provide reliable information”
Building a Personal Brand and Monetizing Your Expertise
Dr. Tang’s journey highlights how social media can open doors beyond patient care. From speaking engagements to brand partnerships and even a book deal, she has leveraged her online presence to create new professional opportunities.
She emphasizes that doctors should view their expertise as a valuable asset: "Look at disclosure slides at medical conferences. It’s always the older men with long lists of paid partnerships. Why aren’t more of us getting those opportunities?"
Her advice? Be intentional about your brand. Companies and media outlets are looking for knowledgeable, engaging voices. If you create educational and compelling content, they will find you.
A few key takeaways from her experience:
✅ Be selective – Not every sponsorship offer is worth your time. Align with brands that fit your values and expertise.
✅ Know your worth – Dr. Tang shares, "I started getting offers for $50 posts, but with guidance from peers, I now make sure I negotiate for what I’m worth"
✅ Say yes to unexpected opportunities – Whether it’s an interview request or a book deal inquiry, don’t talk yourself out of it. Just go for it.
One of her biggest surprises? Being contacted by Oprah’s production company after leaving a simple comment on an Instagram post. "I just wrote that I admired a physician-author, and next thing I knew, they were inviting me to submit a video for an interview. You never know who’s watching!"
How to Get Started (and Succeed) on Social Media
Dr. Karen Tang’s journey from social media novice to a widely recognized medical influencer proves that success doesn’t require a perfect strategy from the start—it just requires getting started.
For healthcare professionals wondering how to build an online presence, Dr. Tang emphasizes five essential steps:
1. Find Your Niche
Before you start creating content, think about what you are passionate about and what your audience needs. Dr. Tang explains that content should fill an information gap, especially in healthcare.
Dr. Tang found her niche in reproductive health, gender-affirming care, and pelvic pain - topics where misinformation runs rampant. But every healthcare professional can find their own focus. Maybe it’s menopause, sports medicine, physician burnout, or nutrition. The key is to ask:
What questions do patients frequently ask you?
What health myths do you often debunk?
What topics excite you enough to talk about regularly?
By focusing on a niche, you become the go-to expert for that topic, which builds trust and credibility.
2. Know Your Audience
Understanding who you are trying to reach is critical because different audiences use different platforms.
Dr. Tang explains, "For me, my audience is younger women, reproductive-age people, people with period problems. So I think about where they are—Instagram and TikTok."
Each platform has its own demographic strengths:
TikTok – Popular among younger users, but increasingly diverse. Great for quick, digestible education.
Instagram – Strong among millennials and Gen X. Visual storytelling works well.
Facebook – More engagement from older demographics. Good for discussions and groups.
YouTube – Ideal for in-depth content, but requires a time commitment.
The key takeaway? Tailor your content to the platform where your audience is already looking for information.
3. Create Engaging Content
Attention spans are short, so Dr. Tang stresses the importance of grabbing attention quickly and making content valuable.
She also highlights the three E’s of engaging content:
✔ Education – Break down medical topics in a way that’s clear and relatable.
✔ Entertainment – Use humor, trending audio, or storytelling to make topics engaging.
✔ Encouragement – Inspire and connect with your audience on a personal level.
Her biggest tip? Meet a need. Instead of focusing on self-promotion, think about what problems your audience is trying to solve. If they find your content helpful, they’ll engage with it and share it.
4. Be Consistent
Dr. Tang emphasizes that showing up regularly is more important than going viral.
That doesn’t mean you need to post daily, but consistency builds trust, familiarity, and growth. Her approach:
Choose a manageable schedule – If daily posts feel overwhelming, start with 2-3 times per week.
Batch content – Film multiple videos at once to make posting easier.
Cross-post – If you make a TikTok video, repurpose it for Instagram Reels and YouTube Shorts.
Dr. Tang’s strategy proves that steady, quality content will build a strong presence over time—even if you don’t go viral right away.
5. Embrace Community
Social media success isn’t just about what you post—it’s about building relationships. Dr. Tang says, "None of this works in a silo. It’s not about me being fabulous alone—it’s about creating connections."
She encourages healthcare professionals to:
Engage with your audience – Respond to comments and questions.
Support other professionals – Share and comment on their content to grow together.
Join discussions – Commenting on viral posts or trending topics can increase your visibility.
By actively participating in online conversations, you boost your credibility, expand your reach, and create unexpected opportunities.
The Takeaway: Social Media is a Powerful Tool - Use It Wisely
Dr. Tang’s story is proof that social media is a game-changer for healthcare professionals. Whether your goal is to educate, build a practice, explore non-clinical opportunities, or advocate for change, social media can help you get there.
💡 Key Lessons to Remember:
✔ Patients are already searching for health information online—be there to guide them.
✔ Your expertise is valuable—don’t undervalue yourself in partnerships and negotiations.
✔ Consistency and community-building are the keys to social media success.
If you’re ready to take the leap into social media—or level up your existing presence—start small, stay authentic, and remember: you never know which post, comment, or video could change your career.
