Instagram Marketing for Doctors – Tips to Growing Patient Engagement

Justin Knott
Jun 15, 2024

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Instagram Marketing for Doctors – Tips & Strategies to Engage with Patients

Instagram marketing for doctors is one of the top ways to organically engage with potential patients and begin to build a know, like and trust relationship through thought leadership. It has skyrocketed to prominence over the past few years and now it is the place to be when it comes to social media engagement.

With over a billion monthly active users, you can see why there is such a big opportunity for medical practices to reach a whole new set of potential patients.

Over time it has become a platform for sharing not only personal moments but also professional experiences, especially in the healthcare industry. Let’s explore the benefits of Instagram marketing for doctors and medical practices!

To get things started I am going to go over some of the 101s when setting up your Instagram and creating a killer brand page/profile for your practice right out of the gate.

Table of Contents:

Getting Started with Instagram Marketing for Medical Practices

Sounds simple enough but I still see doctors on Instagram making a mistake when setting up their Instagram and that is not using an Instagram Business account and signing up for a personal account. If you are not sure if you are using a business Instagram account, it’s pretty easy to find out.

Go to your account and next to “Edit Profile” if you see the “Promote” button then you are utilizing Instagram business. If you are realizing now that you may have made this mistake, don’t fret switching over is simple. Take a look at the screenshots below on how to make the switch.

instagram for medical practices business accountOnce you have made the switch or set up an account make sure to fill out all of your practice information, including: website, bio, category, and ALL of the contact options so it is as easy as possible for people to contact the practice.

Why Do You Need to Make the Switch to an Instagram for Doctors Business Account?

Making the switch gives you a set of really excellent tools to help you grow your medical Instagram account. You will be able to see rolling 7-day insights on impressions, post reach, profile views, website/direction/call clicks and more. You will also be able to view a breakdown of your followers by gender, age range and location, which is important when targeting local patients. It will help the practice stay up to date on who is following you to make sure you are reaching the right target marketing in the right area.

Benefits of Instagram for Doctors 

1. Reach a wider audience

Instagram is a really great platform for practices and their physicians to reach a wider audience and gain potential patients. Instagram marketing for doctors is a simple way for you to connect with new and current patients and other healthcare professionals who may be interested in your work. By using keywords and relevant hashtags in your captions, you can target specific audiences and reach people who may not have known about your practice otherwise.

2. Showcase services and facilities

Instagram can be used to showcase the services and facilities offered by a healthcare practice and solo physician. This can be especially useful if you are a practice that offers multiple services such as cosmetic surgery, dental care, and rehabilitation services. By sharing genuine pictures and videos of the facility and the staff, potential patients can get a better idea of what to expect when they visit and feel more comfortable during their initial visit. Try getting your entire practice involved in creating video content of the day-to-day life of the practice! That type of content performs better than any other kind. 

3. Share patient success stories

Sharing patient success stories on Instagram is one of the most effective ways for Doctors to build trust with potential patients. When a person is looking for a service online, reviews play a huge part in their decision-making. They want to see genuine reviews from real patients. So you should always try to collect testimonials from patients who have had successful treatments or procedures! Whether you are collecting written or video testimonials, sharing success stories on Instagram is a great way to attract new patients. 

4. Educate patients

Instagram is a great platform for educating patients. You can create educational content about health-related issues, services being provided at the practice, how procedures are done, and more. You can also engage with other content created by doctors or practices in the healthcare community and in turn get them engaging with your content. These posts showcase your knowledge and expertise, while also being a valuable resource for patients when making informed decisions about their health.

5. Foster community engagement

Instagram marketing for doctors can help create a community of patients, healthcare professionals, and other stakeholders. When doctors use Instagram to share news, updates, and information, healthcare practices can foster a sense of community around their practice. Creating a sense of community can help your patients feel more comfortable when they come in for their initial visit or service! This also helps with brand awareness online, which is extremely important in this age of social media.

6. Keep up with the latest trends

Instagram is an excellent platform for doctors to stay up to date with the latest trends in healthcare. By following other healthcare practices and healthcare professionals, you can learn about new treatments, procedures, and technologies. This can help you stay ahead of the curve and provide the best possible care to your patients!

Some of the Top Doctor Instagram Accounts

1. Dr. Pimple Popper (@drpimplepopper)




Dr. Sandra Lee, also known as Dr. Pimple Popper, is a dermatologist and cosmetic surgeon. She has over 4.5 million followers on Instagram and shares videos of her pimple-popping procedures – which viewers can’t get enough of.

Dr. Pimple Popper is one of the most influential doctors on Instagram because of her ability to educate, destigmatize, and advocate for health and wellness. Her unique expertise and relatable approach are what have helped her gain a massive following and become a trusted source of information and inspiration for people around the world!

2. Dr. Deepak Chopra (@deepakchopra)




Dr. Deepak Chopra is considered one of the most influential doctors on Instagram due to his extensive background and expertise in the field of alternative medicine and wellness. He is a renowned author, speaker, and advocate for integrative medicine, which combines traditional and complementary therapies to promote overall health and well-being.

Dr. Chopra uses his platform to share his insights on health, wellness, and spirituality with his 2.8 million followers. He has been able to leverage his celebrity status and connections to other well-known figures and brands in the wellness community to expand his reach and influence on social media. 

3. Dr. Phil (@drphil)




Dr. Phil McGraw, also known as Dr. Phil, is a highly influential figure in the field of psychology and mental health. His success as a media personality is due in part to his ability to connect with his audience and provide practical advice for dealing with a wide range of psychological and emotional issues. His combination of relatable advice, engaging personality, and willingness to tackle difficult topics has made him one of the most famous and influential medical influencers alive today.

All of these doctors use a mix of educational, engaging, promotional, and curated content to grab the attention of their audience. The goal of Instagram marketing for doctors is to educate and attract new patients but also make them feel comfortable and confident in their choice as you as a physician. Relating with potential patients through a mix of personal and professional content will attract them to your practice and keep them coming back.

Creating the Perfect Bio for Instagram for doctors

Creating the perfect Instagram bio for doctors is crucial for attracting new followers and making a strong impression on potential patients or colleagues. Here are some tips on how to create an effective Instagram bio:

1. Start with a clear and concise description of your profession

Begin your bio by stating your profession, such as “Orthopedic Surgeon” or “Pediatrician.” This will help viewers quickly understand who you are and what you do.

2. Share your unique selling proposition

Consider what sets you apart from other doctors and make sure it’s clear in your bio. Maybe you specialize in a certain type of procedure or have a unique approach to patient care.

3. Highlight your expertise

In addition to sharing your profession and unique selling proposition, mention any areas of expertise you have. This can help attract followers who are interested in those specific topics.

4. Include a call to action

Encourage visitors to take action by including a call-to-action in your bio. This can be as simple as asking them to follow your page or visit your website.

5. Use keywords

Include relevant keywords in your bio to help your profile show up in searches. This can include specialties, locations, or anything else related to your profession.

6. Show some personality

Don’t be afraid to let your personality shine through in your bio. This can help you stand out from other doctors and make you more relatable to potential patients.

7. Include a linktree

Finally, make sure to include a linktree in your bio. Instagram only allows you to include one link in your bio, but a linktree gives you one link, that includes all other relevant links. This can help drive traffic to your site and make it easier for visitors to learn more about you.

Following these tips will help you create an effective Instagram bio for doctors that attracts potential patients and build your online presence as a practice or physician.

Proactively Follow Patients That Fit Your Target Audience

To get to that 1,000 Instagram followers mark quickly for your medical practice, you need to be actively following people on Instagram. However, it is easy to grow fast by following 1,000s of people at random (or buying followers which I strongly discourage) but what does it matter if the people following you have no interest in what you do or are located five states away? More than likely someone in Texas is not going to make the trek to Florida to visit your OB/GYN practice. You need to focus on targeting people in specific geographical locations that fit your target market of potential patients.

There are a few different ways to find local people. Start by using popular places located in your city by doing a search and swapping over to the “Places” results and click on the best options. You will see photos from people that have tagged that place in the photo.

For example, a popular local yoga studio or women’s clothing boutique could be a great search to find local, health-conscious women to follow if that is your target.

The Importance of Brand Consistency when Using Instagram Marketing for Medical Practices

Brand consistency is a crucial aspect of building a successful Instagram for medical practices. Consistent branding helps to establish brand recognition and trust among your patients and followers. It also ensures that your messaging and imagery align with your practice’s identity, which is important for creating a cohesive and memorable healthcare experience. 

This can be done by using a consistent color scheme, typography, and tone of voice across all of your posts. A great way to keep things simple is by creating branded templates for each type of post and incorporating your logo and brand elements into your content. By maintaining your practice’s brand consistency on Instagram, you can establish a strong and recognizable brand that resonates with your target audience.

Instagram Marketing for Doctors

Instagram for Medical Practices Tips for reaching a wider audience and growing your following

1. Instagram hashtags for doctors

Using relevant hashtags is an effective way to reach a wider audience on Instagram, including your target demographic. Hashtags help people find new content related to a specific topic, and help your posts appear in Instagram search results. You can use hashtags related to your practice, such as #cosmeticsurgery, #physicaltherapy, or #mentalhealth. Or you can use general healthcare-related hashtags, such as #healthcare, #wellness, or #selfcare.

There are also a ton of hashtag research tools online both free and paid options to help you find out what your target demographic is using to maximize your reach for each post. Here are a few of the most popular:

  1. All Hashtag
  2. Ritetag
  3. Instagram Hashtag Generator
  4. Hashtagify

2. Partner with influencers

Partnering with influencers can help healthcare practices reach a wider audience on Instagram. Influencers are people with large followers on Instagram and can influence the opinions and behaviors of their followers. As a doctor or healthcare practice on Instagram, you can partner with influencers who are relevant to your practice, like fitness influencers or nutrition influencers. Partnering with an influencer can help you reach a way larger audience and build your practice’s brand.

3. Share user-generated content

Sharing user-generated content is an effective way to reach a wider audience on Instagram. User-generated content is content created by users, such as patient testimonials, before-and-after photos, or videos of patients using healthcare services. By sharing user-generated content you’re building trust with potential patients and showing the results of your services. User-generated content can also be shared by patients, which can help you and your practice reach an even wider audience!

4. Post regularly

Posting regularly is an essential aspect of reaching a wider audience on Instagram. But you always want to share quality over quantity. Generally, you should aim to post at least 4-7 times a week to keep your followers engaged and to attract new followers. Each doctor and practice is different, so it is important to find what schedule works best for you or partner with a Healthcare Marketing Agency that handles all of that for you.

5. Run Instagram ads

Running Instagram ads is one of the most effective ways to reach a wider audience. Instagram ads are paid ads that appear in users’ feeds or stories when they are scrolling regularly. You can target specific audiences based on your patient’s specific interests, demographics, or behaviors. Additionally, Instagram ads can help you or your practice reach new audiences who may not have known about it otherwise.

Leverage new and existing Instagram marketing features

Instagram Reels

Instagram Reels is a relatively new feature that offers several benefits for the healthcare industry. One of the main advantages is the ability to create short, engaging videos that can educate and inform patients about various health topics. These videos can cover a range of subjects, from tips for healthy living to information about specific medical conditions. 

Instagram Reels can help you reach an overall wider audience, specifically, the younger demographics that prefer short-form video content. Reels can also help you showcase your expertise and share important health information in a creative, visualizing, and engaging way. They can also help you or your practice increase brand awareness and audience engagement, ultimately leading to improved patient outcomes and a more connected healthcare community.

Instagram Stories

Instagram Stories are an essential tool for the healthcare industry. They offer a simple and effective way to communicate with patients and provide valuable health information. Stories can be used to share news, promote health events, and educate patients about specific conditions or treatments. Instagram Stories are an excellent way to engage with your patients and build trust by providing a behind-the-scenes look at practices and facilities. 

Stories can be shared multiple times a day, every day, and can help boost engagement with patients. You can use stories to share daily updates, polls, questions, links, and more with your patients, making them an invaluable tool for healthcare professionals. 

Studies from Business Instagram show 50% of businesses on Instagram create at least one Instagram story a month, ⅓ of the most-viewed Instagram Stories are from businesses, and 96% of marketers surveyed plan to continue using Instagram Stories ads to achieve their goals.

Overall, Instagram Stories offer your practice a powerful way to connect with your patients and promote health and wellness in the community. Get the entire practice involved by having them take pictures and videos to share during the workday!

Instagram Story and Reels Examples

  1. Share health and wellness tips
  2. Showcase healthcare professionals
  3. Share patient success stories
  4. Share information about common health conditions
  5. Promote health events
  6. Share healthy recipes
  7. Share behind-the-scenes footage
  8. Share health resources

Video Instagram Marketing for Doctors

Video Instagram marketing for medical practices offers numerous benefits for doctors looking to promote their practice and connect with patients. 

  1. Instagram videos can help you establish trust and credibility with patients by showcasing your expertise and experience. 
  2. They can be used to educate patients about specific medical conditions, procedures, and treatments in a clear and easy-to-understand way. This can help patientsfeel more informed and empowered when making decisions about their own health. 
  3. Video Instagram marketing can improve patient engagement and help you reach a wider audience, as videos are highly shareable on social media platforms.
  4. Video content can help you personalize your practice and show the human side of healthcare, which can help patients feel more comfortable and connected with you.

Overall, video marketing is a powerful tool that can help doctors build their reputation, attract new patients, and provide valuable health information to their existing patient base.

Best Video Content Platform for Instagram for Doctors

For years it has been overcomplicated and difficult for physicians and healthcare practices to create high-quality video content in-house, and that is normally what keeps them from starting.

After nearly 10 years of helping grow medical practices across the US, we saw a consistent issue arise that stifled the potential growth of physicians and practices: the inability to create video content. We knew that was the key to unlocking social media growth, engaging with patients, and helping physicians build thought leadership.

That’s why we created CaptureMD, the first video platform created specifically for practices and physicians to create high-quality video content for social media and websites without any hassle.

Wrapping Up Instagram Marketing for Doctors

Instagram marketing for doctors can be a powerful tool to connect with your current and potential local patient base. If you follow these steps and focus on posting and brand consistency, you will be surprised at how Instagram for Doctors can turn into one of the top healthcare marketing strategies for your practice. Be different, be creative, and get the whole practice involved.

Medical practices are a dime a dozen on social media do something to separate you from the crowd and engage with patients.

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