Before booking a first appointment, many patients open the doctor’s Instagram. They are looking for simple answers: who this professional is, where they practise, whether they seem trustworthy and whether they understand the problem the patient is dealing with. A well-kept profile answers all of this before the first conversation.
Set up your profile before you post
- Clear bio: your name, specialty with your RQE number, CRM number, city and a direct link to WhatsApp or online booking.
- Professional profile photo: a well-framed face, good lighting and a simple background. See what your profile photo says about you.
- Useful highlights: your practice, accepted insurance plans, how to book and your location.
Post ideas that work
- Frequently asked questions: the questions you answer every day at your practice become posts that patients save and share.
- Myths and facts about your field, always with accurate information and plain language.
- How it works: a step-by-step look at a test or procedure eases the worries of first-timers.
- When to see a specialist: signs that deserve attention, explained without alarm.
- Behind the scenes: your reception, team and daily routine help patients feel closer to you.
- Health awareness dates: campaigns like Pink October and Movember are great opportunities for educational content.
- Who you are: your training, why you chose your specialty and how you like to care for patients.
Videos featuring the doctor are worth more
Reels where the doctor explains a topic usually build more trust than any graphic. A few tips for filming:
- One topic per video, between 30 and 60 seconds.
- Start with the patient’s question, not the theory.
- Add captions, because many people watch without sound.
- Film several videos on the same day so you have content for weeks.
Consistency matters more than volume
Two or three posts a week, with Stories on the other days, are enough to keep your profile active. The key is planning the month in advance, so your Instagram does not depend on the free time between appointments.
What to avoid
- Promising results or using expressions like "the best" or "the only".
- Before-and-after images without the patient’s consent or without an educational purpose.
- Too much technical jargon: write the way you would explain it to a patient during an appointment.
- Publicly answering questions about a specific patient’s case. Confidentiality applies in the comments too.
Learn more about what the CFM allows in medical advertising.
Ads take your content across your region
A good post mainly reaches people who already follow you. With Instagram ads, the same content reaches people in your city and region who do not know your work yet.
At iodo, we manage Instagram for doctors and clinics from start to finish, from planning to filming at the practice. Learn about our healthcare marketing work.