The Power of Social Media in the Healthcare Industry

During the COVID era, more and more patients turned to social media to find time-sensitive information about the mysterious disease that was affecting the whole world. Now, in a mostly post-COVID time, patients continue to use social media to find valuable information about healthcare providers and various health conditions and procedures. A quick social media search for a provider or healthcare brand has become standard practice for patients looking for a new provider. With this being said, it is incredibly important that healthcare brands optimize their social media platforms to attract the correct audience. 

NewGen Marketing is a modern marketing agency specializing in healthcare marketing. We have witnessed the strong ripple effects of social media on the industry and we are passionate about helping different sized brands become recognizable and attractive to patients. Continue reading to learn about how different social media platforms offer unique benefits, and how to make the most of them.

A Different Platform for Every Purpose

From Instagram to LinkedIn, each social media platform offers unique benefits to brands and individuals alike. The key to succeeding on these platforms is to understand the purpose that users use it for and optimize content based on that. We understand that this might seem confusing since most platforms consist of a combination of graphic content and copy, but it is a bit more complex than meets the eye. 

From understanding the larger demographics of each platform and identifying your goals, you can create content that drives leads to your website, resulting in more appointments and a higher conversion rate. 

At NewGen, it is always our goal to make the healthcare experience more accessible and efficient for patients and providers. We have witnessed the ways that modern approaches to healthcare marketing bring for both parties, and we are passionate about expanding this knowledge to our valued clients and other brands.

Understanding Different Social Media Platforms Benefits

The same content will perform differently on each social media platform. The key to success revolves around identifying your goal on each one. If you are having trouble understanding how each social media platform differs, we’ve got you covered. Below you can find the unique benefits and general age demographics that are on each platform. 


Instagram is the best platform for visual and graphic content. The demographic ranges, however, most users are between the ages of 18-30. Instagram is most useful for creating a strong brand identity as well as sharing informative content. This platform also offers stories (24-hour content) in addition to reels, which are short videos that take up the entire mobile screen. Instagram does not accept links unless they are attached to stories. Therefore, Instagram is mostly valuable in terms of maintaining a brand image and reaching new potential patients.


Facebook is the #1 social media platform we encourage our clients to be on. It has almost everything you could need in one place: easily accessible links, lots of advertising space, and invites an older demographic (which is uncommon on other social media platforms). We encourage our clients to use Facebook as a tool to post CTA-driven content, implement direct action links, and connect with the community through Facebook groups.


LinkedIn is a unique platform that warrants different types of content. This platform is largely used for connecting with alike professionals, but believe it or not, patients are on here as well. We encourage doctors to create a profile on this platform with their entire professional history to reinforce their reputation and solidify their goals as medical professionals. 

X (Formerly Twitter)

X, formerly known as Twitter, is a platform that revolves around text and connecting with patients and brands in real time. This is especially useful for time-sensitive updates, but it can never hurt to post regular content here as well. All visibility is good visibility!


TikTok is the spot for Gen Z and Millenials, and it isn’t slowing down anytime soon (unless the inevitable TikTok ban goes through). This app revolves around short-form video trends and relies on an individual persona that users can recognize and engage with. We always encourage our healthcare brands to find a provider that is willing to share their knowledge with the platform and make short, simple videos.

Doctor-Related Websites (ZocDoc, HealthGrades, etc.)

These might be the social media platforms you are most familiar with as a healthcare provider, and believe us, they are just (if not more) important. Patients regularly visit these sites to access testimonials, reviews, and general information about providers. We highly encourage all providers to create and monitor their profiles on these sites, as they can deter or attract patients!

How to Start Posting Healthcare Content on Social Media

How can you get started? Believe it or not, sometimes simple and quick content is the best way to begin. Taking pictures of the facility, doctors, and nurses can give patients a look into your practice and encourage them to schedule an appointment. As your follower count grows, you may consider adopting a more professional approach to social media, and in that case, NewGen has you covered.

Social Media Management with NewGen Marketing

NewGen Marketing is proud to offer comprehensive social media services including content creation, social media management & engagement, and campaign strategy. We understand that healthcare requires a unique approach to social media, which is why we have curated our services to benefit small-large healthcare organizations. Start today. Connect with us today to learn more about our services.