Healthcare Social Media - Platform Deep Dive
We’re trained to educate, to counsel, to lead in clinic rooms and ORs - not necessarily in front of a camera or on a public feed. So when it comes to social media, it’s natural to feel unsure about where to begin or what platform feels “right.”
But the truth is, social media can be more than just a marketing tool. It can be a space for connection, patient education, professional growth, advocacy, and authenticity.
In this guide, we’ll walk through the different platforms, the kind of content that works best on each, and the pros and challenges that come with them.
Because choosing where to show up online isn’t just about algorithms or trends; it’s about alignment. And you’re allowed to start small, shift directions, or take up more space when you’re ready.
Deciding which social media platform to use is difficult, especially with so many options presented. Here’s a quick rundown of the pros and cons of major platforms:
| Platform | Pros | Challenges |
|---|---|---|
| TikTok | Engaging trends to incorporate information presentation into Wide reach with “For You Page” Can reply to comments with videos to increase engagement More likely to reach a younger audience |
Trends change quickly Need to know how to use the right hashtags Easy to get lost in the volume of content |
| Can use for branding (use consistent graphics/fonts/colors) Engaging trends Can share content from TikTok to reach a broader audience Wide reach with “Discover Page” |
Trends change quickly Need to know how to use the right hashtags |
|
| YouTube | Better for more in-depth patient education videos/discussions given longer length potential of videos Need less frequent posting |
Not as many people scroll YouTube, so may need YouTube SEO help Takes longer to build a subscriber base |
| X (formerly Twitter) | Easy interface to write posts and reply to comments Good for healthcare leadership chats (“#MedTwitter”) |
Character count can restrict posts Need to know how to use the right hashtags |
| Good for advertising Can use for local engagement through community groups |
Smaller audience | |
| Good for startups/business Use for growing referrals, thought leadership posts, and networking |
More professional/ collegial audience |
An alternative way to view the platforms and decide which is best for you is to base it on your goals.
Why do you want to be on social media?
Do you want to network?
Teach patients?
Advertise?
Whichever platform you decide to start on, it is important to build your brand and create a mix of content that is educational but also relatable.
If your content is too dense or bland, viewers will not be as interested. But, if you utilize popular trends, you will capture interest, your follower count will grow, and people will watch more of your content.
“Where are you going to build your platform? There are many different social media platforms, and I’m sure there will be even more in the next five years; Instagram, TikTok, YouTube, podcasts, the list goes on.
But where does your community live?
If you’re trying to reach 20-year-old women about sexual health, you’re not going to go on Facebook. My parents are on Facebook, and they don’t want to learn about sexual health.
If you want to reach fellow Doctor moms, because that’s your niche, you should probably post on X, Facebook, or Instagram.
You need to consider where your community lives and build your community there.”
Platform Strategies
Best for:
Personal branding (ex. Using consistent color schemes or fonts to help followers identify you)
Visual storytelling
Growing a following
Patient engagement
Posting brand deals/branded content.
Instagram is a highly visual platform that allows users to share images, short videos, and longer-form content through Reels and IGTV (IG Live). It’s widely used by people of all ages, making it a great platform for building a professional brand, educating followers, and engaging with a community.
Instagram’s algorithm prioritizes engaging content, meaning likes, shares, saves, and comments can help boost visibility. Features such as stories, photo carousels, and interactive stickers (polls, Q&As) allow for direct audience engagement.
“For my practice, Instagram and YouTube have been the platforms that have driven new patients. They also created leadership opportunities for us to educate, such as through the American Academy of Ophthalmology, and to attract more people to my field, which is facing a shortage. ”
For my practice, Instagram and YouTube have been the platforms that have driven new patients. They also created leadership opportunities for us to educate, such as through the American Academy of Ophthalmology, and to attract more people to my field, which is facing a shortage.
Audience: Broad, but especially popular among young adults (18-34).
Content Ideas For Instagram
Share infographics on health tips, quick Reels debunking medical myths, behind-the-scenes looks at your day, carousel posts explaining complex health topics, interactive Q&As on Stories, and collaborations with other professionals or influencers. Using trending hashtags, music, and challenges can help increase reach and engagement.
Example Week:
Monday:
Motivational carousel post of photos about “Lessons I’ve learned in my career – here’s what I wish I knew sooner.”
Tuesday:
Educational carousel post: “5 Myths About [Topic] You Should Stop Believing.”
Wednesday:
Interactive Instagram Story: Q&A: “Ask me anything”
Thursday:
Short video “Quick tip: Here’s the #1 mistake people make when trying to lose weight.”
Friday:
Reel about “day in my life”
Saturday:
Story about “Weekends in my specialty look like ___”
Sunday:
Photo carousel about “How I prepare for my week”
Success Story:
An example is @NatalieCrawfordMD (Dr. Natalie Crawford), one of our Pinnacle founders. Dr. Crawford is a board-certified OB/GYN and Reproductive Endocrinologist and Infertility specialist who grew to have over 200k followers by sharing educational content about reproductive health, fertility, and empowering content in the era of changing laws regarding women’s health.
Dr. Crawford She uses pink-themed branding in her posts and cover photos, making her content instantly recognizable. Through informative carousels, reels, and personal insights, she breaks down complex topics while fostering a supportive community. By repurposing content from her podcast, X (Twitter), Instagram Threads, and YouTube videos, she maximizes engagement and reach across multiple platforms.
TikTok
Best for: Reaching a younger audience with bite-sized, engaging health content
TikTok is a popular platform that allows users to view, create, and share short form videos. This has become very popular with younger social media users and has become a large platform for influencers/content creators.
TikTok allows users to repost others’ videos, and the algorithm uses your liked videos, reposted videos, and following list to create a “For You Page” for viewers.
There are also very frequently changing trends including short dances, audio clips, and more that content creators can use to reach a broader audience.
“Why did I choose TikTok? Because it’s the fastest-growing social media platform. Short-form videos like these are the fastest-growing aspect of social media, so they reach an enormous number of people, potentially very quickly.
That’s why so many of us have grown our audience fast on TikTok and Instagram Reels. It’s conducive to virality; people love to share stuff, and the more they share it, the more people will see you.”
Audience: TikTok has a diverse and rapidly growing user base, with a strong presence among Gen Z and Millennials (ages 13-34). However, the platform is expanding to include older demographics, professionals, and niche communities.
Content Ideas for TikTok
Ideas for content could include videos debunking health myths, 30-second medical tips, “day in the life” videos, “get ready with me while I talk about ___ videos”, or using trending topics, music, audio clips, or hashtags. In addition, TikTok thrives on interaction and you can reply to comments with videos to create content while engaging with your audience
Example Week:
Monday:
“Get ready with me while I talk about how to use a topical retinoid” video
Tuesday:
Trending dance video
Wednesday:
Day in the life as a dermatologist
Thursday:
Use a green screen video to explain what a picture of a common skin disease is and how it is treated
Friday:
Debunking myths about over-the-counter acne treatments
Saturday and Sunday:
Reply to a comment on a previous post with a video response
Success Story:
Take a look at @DermGuru, also known as Dr. Lindsey Zubritsky, a board-certified dermatologist who built a massive following of over 1.6 million people by sharing quick, engaging, and educational content on skincare, dermatology myths, and product recommendations.
Her success comes from relatable, high-energy videos that simplify complex skin topics while using trending sounds, challenges, and visuals to boost engagement. By repurposing her content across Instagram and YouTube Shorts, she reaches an even broader audience, making expert skincare advice accessible, fun, and easy to understand.
@dermguru This new aging filter is an accurate representation of the aging process. But you can age more rapdily (or more slowly) depending on what you do to your skin as well as lifestyle choices. #agingfilter #agingfilter😬👵⏰ #antiaging #agewithgrace #dermguru #dermreacts
♬ Ethereal - Txmy
YouTube
Best for: Providing in-depth, educational, and visually engaging health content, monetization of content creation, and sharing of patient resources.
YouTube is a long-form video platform that allows users to upload and share content ranging from short clips (via YouTube Shorts) to in-depth educational videos. It’s a great platform for explaining complex health topics, sharing step-by-step tutorials, and building a loyal audience over time.
The platform’s searchability and recommendation algorithm make it an excellent tool for long-term content visibility. Once you’ve reached 1000 subscribers and 4000 watch hours, you can start to monetize your channel. Also, note that you can apply for a badge under your videos that states “From a doctor licensed in the US” to further boost your credibility!
“Currently, my podcast and YouTube channel drive patient referrals to my fertility clinic, so they take priority. If I’m not posting on Instagram every day, that’s okay; Instagram and TikTok are fine, but those don’t convert into patients who come to my office.
Instead, I’m focused on releasing a podcast and a YouTube video every week, because that community is growing exponentially, and that’s where my patients find me.”
Audience: Broad, with a mix of younger and older users; popular among those seeking educational or entertainment content.
Content Ideas for YouTube
In-depth explainer videos on health topics, myth-busting series, Q&A sessions, “day in the life” long-form vlogs, patient success stories, interviews with experts, in-depth guides such as “how to prepare for surgery”, and YouTube Shorts for quick health tips or trending challenges.
Example Month:
On YouTube, it is more realistic to plan to post 1–2 longer videos a month.
Week 1:
Educational video: “The Truth About Birth Control – What You Need to Know.”
Week 2:
Q&A or reaction video: “Answering Your Top Questions About Infertility.”
Week 3:
Behind-the-scenes or personal story: “How I Got Started in OB/GYN & What I Wish I Knew.”
Week 4:
YouTube Shorts: A trending sound or quick tip related to your niche.
Success Story
Dr. Rena Malik, a board-certified urologist and pelvic surgeon, has grown her YouTube channel to over 1 million subscribers by sharing engaging, evidence-based content on urology, bladder health, and sexual wellness.
Her success stems from clear, informative videos with eye-catching thumbnails and a relatable approach to complex topics. She expands her reach by repurposing content on Instagram and TikTok, using short clips and interactive Q&As to engage her audience.
She also links her other platforms in the description so her audience can find her profiles. Through consistent education and myth-busting, Dr. Malik has built a highly engaged community while raising awareness about important health issues.
X (Twitter)
Best for:
Sharing quick updates
Engaging in real-time discussions or public health debates
Networking
Establishing thought leadership in health.
X is a text-based platform that encourages conversation and real-time news updates. It’s widely used for discussing trending topics, engaging with professionals, and sharing quick insights.
Hashtags and trending topics help increase discoverability, and the ability to repost and quote tweets fosters engagement.
Audience: Broad, but especially popular among professionals, journalists, and individuals interested in current events.
Content Ideas
Short health facts or tips, debunking common health myths in tweet threads, engaging in trending discussions or healthcare X chats (e.g., #MedTwitter, #DigitalHealth), sharing links to in-depth articles or videos, and hosting Twitter Spaces for live discussions on health topics.
For X (Twitter), you can use a little less structure in your frequency of posting; however, posting regularly is important for visibility.
You should aim to post 3-5 times per day for optimal engagement. This includes a mix of original tweets, retweets, and replies to trending topics or audience comments. Consistency is key, so spacing out posts throughout the day helps maintain visibility.
Engaging with others and participating in conversations also boosts reach and follower growth.
Example Week:
Monday:
Motivational tweet like, “Every expert was once a beginner. Keep learning, keep growing. #MondayMotivation”
Tuesday:
Educational thread: “Let’s talk about hypertension! Here’s what you need to know”
Wednesday:
Engagement post (poll or question): “What’s one piece of advice you wish you knew earlier in your career? Drop your thoughts below! 👇”
Thursday:
Hot take or industry news reaction: “A new study on thiazide diuretics and skin cancer risk just dropped—this could change the way we think about screening. Thoughts?”
Friday:
Behind-the-scenes or personal story: “A year ago, I never imagined I’d be thriving in my own private practice. Here’s what I’ve learned along the way…”
Saturday:
Interactive tweet (meme, trending topic, or quick tip): “If you’ve ever struggled with blood pressure tracking, this one’s for you”
Sunday:
Recap or shoutout tweet: “This week’s biggest takeaways: [Key lesson or trending discussion]. What stood out to you this week? Drop it below! 👇”
Bonus Tip:
Engage daily by replying to tweets, quote–tweeting others, retweeting, and joining trending conversations to boost visibility!
Success Story:
Dr. Mike Varshavsky, a board-certified family medicine physician, has built a strong presence on X (formerly Twitter) with over 1 million followers by sharing concise, insightful takes on health, wellness, and medical news.
Known for his engaging, no-nonsense approach, he breaks down complex topics, debunks misinformation, and sparks meaningful discussions on public health. On X, he engages in discussions with other healthcare influencers and researchers. By integrating his content across YouTube, Instagram, and TikTok, he maximizes reach while maintaining a trusted, science-backed voice in the online medical space.
Best for:
Building a community
Sharing a variety of content formats, including articles, videos, and group discussions
Local patient engagement
Private practice growth
Facebook remains one of the largest social media platforms, with features that support community building and information sharing. It’s great for long-form posts, videos, and interactive discussions in groups. Facebook’s algorithm favors engagement, meaning likes, comments, and shares boost post visibility.
Audience: Broad, with a slightly older demographic (25-55+); widely used for community engagement.
Content Ideas
Educational posts with visuals, live Q&A sessions, engaging discussions in Facebook Groups, patient stories, long-form videos, and interactive polls. Sharing blog posts or linking to external resources also works well on this platform.
Facebook also requires less structure to posting. On Facebook, influencers should aim to post at least 3-5 times per week for optimal engagement. Since Facebook’s algorithm prioritizes meaningful interactions, quality matters more than quantity.
Example Week:
Monday:
Motivational post: “How I overcame being in a male-dominated field – and how you can too.”
Wednesday:
Educational or myth-busting post: “5 things you didn’t know about ACL tears!”
Friday:
Video or live Q&A: “Let’s talk about sports injuries – join me live!”
Success Story:
Dr. Vonda Wright, a board-certified orthopedic surgeon and healthy aging expert, has built a strong Facebook presence by sharing educational content on mobility, longevity, and active aging.
Through informative posts, live Q&A sessions, and engaging videos, she empowers her audience with science-backed strategies for staying strong and active at any age. By leveraging Facebook Groups, community engagement, and targeted ads for local outreach, she fosters discussions on healthy living while repurposing content across Instagram, LinkedIn, and YouTube to reach a broader audience.
Best for:
Establishing professional credibility
Networking
Sharing industry insights in healthcare
LinkedIn is a professional networking platform that allows users to share career-related content, industry insights, and thought leadership posts. It’s a great place to connect with other healthcare professionals, share research, and establish credibility in the field.
Audience: Professionals, businesses, and industry experts; more formal and career-focused.
Content Ideas
Thought leadership articles on health trends, case studies, professional achievements, healthcare policy discussions, infographics summarizing research, and networking through comments and reposting industry news. LinkedIn is also great for sharing personal insights and career experiences in healthcare.
Similar to Facebook, LinkedIn does not necessarily require daily posts for engagement, though engagement across other people’s posts is generally useful for boosting your results in the algorithm. Generally, you’ll be looking to write slightly longer posts, with or without images or carousels.
Tip - avoid posting links within your main post (post them in the comments instead). LinkedIn discourages this and you could take a hit on your impressions!
Example Week:
Monday:
Personal insight or career lesson: “Here’s what I learned from switching residency programs.”
Wednesday:
Industry trend or discussion post: “A new study on GLP-1 medications just dropped – here’s why it matters.”
Friday:
Engagement post (poll or question): “What’s the best advice you’ve received in your career?”
Success Story:
Dagny Zhu, MD, a board-certified ophthalmologist and refractive surgeon, has built a strong LinkedIn presence by sharing insights on eye health, medical advancements, and her journey as an Asian American woman in medicine.
Through writing thoughtful articles, sharing professional achievements, and participating in industry discussions, she establishes herself as a leader in ophthalmology while inspiring the next generation of physicians. By repurposing content across Instagram, X, and YouTube, she expands her reach, blending medical expertise with advocacy for diversity in healthcare.
Conclusion
Social media can be more than a megaphone. It can be a mirror.
A space where your knowledge meets your voice. Where education, advocacy, and connection come together. How you show up and where you show up makes a difference. Your platform should reflect who you are, what you care about, and how you want to be heard.
There is no perfect formula. But one thing is clear: authenticity builds trust. Consistency keeps you visible. And learning the rhythm of each platform helps your message resonate.
Whether you are here to educate patients, build a community, or shift the conversation in medicine, there is a place for you. Start small. Keep showing up. Try things. Pivot when needed. Grow into it.
Your voice matters. People are ready to hear it.