Social media can feel like the riskiest part of marketing a practice. Testimonials, before and after photos, patient comments and the constant pressure to post something. It’s no wonder many practices either post very little or leave it to a junior staff member and hope for the best.
It doesn’t have to be that hard. With a clear idea of what works and what to avoid, social media can be a low-risk way to show patients who you are. Here’s how to approach it.
Remember: social media is advertising
Under the AHPRA guidelines, your practice’s social media accounts are advertising. That includes posts, Stories, comments, hashtags and how you respond to people. Once you accept that, most decisions become simpler: if you wouldn’t put it on your website, don’t put it on social.
What to post
The good news is that the most effective content is also the safest. Patients want to know who they’ll be seeing and what to expect. Try:
- Team introductions. Real photos, roles, qualifications and a little personality.
- Behind the scenes. Your rooms, a new piece of equipment or how your reception team prepares for the day.
- What to expect. What happens at a first appointment, how long it takes and what to bring.
- Health education. Accurate, general information on common questions, ideally linking to an article on your website.
- Practice news. New services, new practitioners, changes to hours or parking.
- Community involvement. Local events, sponsorships and fundraising.
What to avoid
- Testimonials. No patient stories, quotes or reposted reviews about clinical care.
- Before and after photos unless you’re certain they meet the guidelines. For cosmetic procedures the rules are very strict, and for anything involving prescription medicines they’re effectively off limits.
- Patient photos without documented, informed consent that clearly covers social media.
- Glamorising or trivialising treatment, including emojis, jokes or trends that make procedures look casual.
- Outcome claims. Words like ‘guaranteed’, ‘instant’ or ‘life-changing’.
- Prescription medicines, named or nicknamed, including in hashtags.
Managing comments and reviews
Comments are where many practices get caught out. A patient might comment ‘Dr Smith fixed my back in one session!’ under a post. That’s a testimonial sitting on your page.
- Check comments regularly and hide or remove testimonials about clinical care.
- Don’t like or reply approvingly to comments that praise clinical outcomes.
- Never discuss someone’s health or treatment in public replies. Invite them to contact the practice privately.
- Consider turning off reviews or recommendations on platforms you use for marketing, so they don’t sit alongside your advertising.
Choose your platforms carefully
You don’t need to be everywhere. For most practices, Facebook and Instagram reach local patients best. LinkedIn can work well for specialists building relationships with referrers. One or two platforms done well beats five done badly.
Set a sustainable rhythm
Two or three good posts a week is plenty for most practices. Consistency matters more than volume. Plan a month ahead, mix the content types above and set aside time each week to check comments.
Put a simple approval process in place
Whoever creates your content, make sure someone who understands the rules reviews it before it’s published. A short checklist helps:
- Is it accurate?
- Does it avoid testimonials and outcome claims?
- Do any images have the right consent and meet the guidelines?
- Would we be comfortable with AHPRA reading it?
Don’t forget the old posts
The rules apply to everything still visible on your accounts, not just new content. If your practice has been posting for years, it’s worth scrolling back through old posts, highlights and pinned content to check nothing out of date is still there.
Want help running social media without the risk? Our social media service handles strategy, content and comment management, with every post checked against the guidelines. This article is general guidance, not legal advice.