Social media for practices
A presence that reassures patients before they ever call
Patients look you up before they book. They are not hoping for viral videos; they are checking that the practice looks open, current, and cared for. We keep every surface saying exactly that.
As a patient finds it
IllustrativePhotos of the actual practice, taken when the rooms are empty
- Hours
- Matches the door, holidays set ahead
- Last post
- This week
- Providers
- Listed with what each one treats
- Insurance
- The plans you take, in plain words
A reply, as we write them
Thank you for the feedback. Privacy rules keep us from discussing anyone’s care, or confirming whether someone is a patient, in a public forum. Please call our office manager and we will do everything we can to help.
- the last post date
- the photos
- the review replies
- the hours
- the people
- the phone number
- the address
- the last post date
- the photos
- the review replies
- the hours
- the people
- the phone number
- the address
- the last post date
- the photos
- the review replies
- the hours
- the people
- the phone number
- the address
Why it works
Reassurance, not vanity
Nobody picks a surgeon from a trending video. Plenty quietly move on when a profile looks abandoned. Social for a practice is evidence of care, checked before the first call.
What it is usually sold on
Vanity
- Follower counts
- Likes and view counts
- Trending audio and formats
- Posting daily to feed an algorithm
- Anything measured by how far it travels
Reach is what a platform sells. It is not what a patient is looking for.
What a patient is checking
Reassurance
The last post date
A profile quiet for a year reads as a practice that stopped paying attention, fairly or not. A steady monthly rhythm reads as open, staffed, and attended.
The photos
Patients can tell a stock lobby from your lobby. Real rooms and the people who actually work in them do the reassuring; borrowed art quietly does the opposite.
The review responses
The reply under a hard review is the only part of it you control. A calm, careful answer shows how the practice handles difficult moments; silence reads as not listening.
The hours
When Google says open and the door says closed, the patient blames the practice, not Google. Hours have to agree everywhere, including holidays.
The people
Before trusting a practice with their care, patients want to see who they will meet: names, faces, and a sense of how the place carries itself.
None of it is viral, and none of it needs to be. Consistency, kept for years, is what patients read as care. That is the entire job of social media in medicine.
The work
What a cared-for presence takes
Four named jobs, all included in every package. Social media is one of the four inclusions, never an add-on you negotiate later.
Profile upkeep
Kept current, everywhere patients look
Google Business Profile first, because it is the profile patients actually see.
- Everywhere else you appear
- The same upkeep extends to every profile you hold, so nothing a patient finds contradicts anything else.
Kept true
- Hours match the door, holidays set ahead
- Photos of the actual practice, never stock
- Services, providers, and insurance listed
- One name, one number, everywhere
Monthly content
Posts patients actually want
Not thought leadership, and not dances.
- What a patient hopes to find
- Who the providers are, plain answers to the questions your front desk hears every day, seasonal notes like flu shots and schedule changes, and practice life shared only with signed authorization on file.
A sample month
- Week 1 · Meet the provider new patients will see
- Week 2 · A plain answer: do I need a referral?
- Week 3 · Access note: Saturday hours begin
- Week 4 · Practice life, with authorization on file
Review responses
Answered in your voice
A review says what one patient thought. The response shows how the practice listens, and it is the only part you control.
- How we answer
- Every response drafted in your voice within two business days, inside the lines medicine requires. Hard reviews get a calm reply that moves the conversation offline.
The response discipline
- Never confirms anyone is a patient
- Never discusses care in public
- Thanks, addresses, moves the rest offline
- Signed by the practice, not an agency
Channel choice
Chosen by specialty, not trend
Where your patients check depends on who your patients are.
- How we choose
- A med spa earns attention on Instagram; a cardiology practice earns trust on its Google profile and in search results. We pick the two or three surfaces that fit your specialty, run them well, and skip the rest on purpose.
Channel fit · three specialties
Which social surfaces we treat as core, situational, or usually skipped, for three example specialties. Channel Med Spa & Aesthetics Pediatrics Cardiology Google profile core channel core channel core channel Facebook when it fits core channel when it fits Instagram core channel when it fits usually skip YouTube when it fits usually skip when it fits TikTok when it fits usually skip usually skip CoreWhen it fitsBlank · usually skipOur starting judgment, not a rulebook. Your mix comes from your patients.
Before anything is published
A patient story is a patient record.
Anything that comes from a patient, a photograph, a story, a testimonial, a quoted outcome, needs that patient’s written authorization before it is published. Nothing that identifies a patient goes out from your accounts without a signed one on file, and the day someone changes their mind, the post comes down.
Cropping does not solve it. A scar, a smile, a distinctive profile, and the caption around them are all identifying, and in aesthetic and orthopedic work the identifying feature is usually the thing the photo exists to show.
Replies follow the same rule. A response to a review or a comment never confirms, denies, or implies that the writer is a patient, and never discusses anyone’s care in public. It thanks them, addresses what can be addressed in the open, and moves the rest to a phone call with your office manager.
Review invitations go to everyone on the same trigger, with the same message. Asking only the satisfied ones is gating, and it is against both the platforms’ rules and the FTC’s.
What a signed authorization contains
45 C.F.R. § 164.508(c)
The eight parts a practice can hold its own form up against. A general photo release is a different instrument and does not carry any of them.
- A specific description of what may be used or disclosed
- Who may disclose it, and who may receive it
- Each purpose it is being given for
- An expiration date or expiration event
- The patient’s signature and the date
- The right to revoke it in writing, and how
- Whether treatment or payment can be conditioned on signing
- Notice that the information may be redisclosed once it is out
The form itself belongs to your practice. Your privacy officer or counsel decides what it says and what your practice signs; our part is refusing to publish anything that does not have one.
Needs no authorization, because no patient is in it
- Providers and staff, who are not patients
- The building, the rooms, and the parking, photographed empty
- Hours, services, insurance, and access notes
- Plain health education with no identifiable patient
- Review replies that confirm nothing about anyone’s care
What is ours, and what is yours
We are not attorneys and this is not legal advice. The authorization form, and the decision about what your practice signs, belong to your privacy officer or counsel. What belongs to us is the publishing side: we will not post around a missing authorization, and we will not write a reply that confirms someone was here.
Measured honestly
What PulseTrack shows about social
What never fits in a spreadsheet
Social media is a trust layer, not a direct-response machine.
Most of its value arrives as patients who walk in already at ease, and that part never fits in a spreadsheet. We say so plainly instead of dressing reach up as revenue.
Where a booking cannot be traced, the report says so.
What can be measured is measured
PulseTrack folds your profiles into the same plain-language monthly report as search and ads: profile visits, clicks through to the website, calls placed straight from a profile. It counts surfaces and outcomes, never people.
PulseTrack · Social
Last 30 days
Profile visits
Google, Facebook, Instagram
1,284
Clicks to the website
from profiles
312
Call button taps
counted by the profiles
41
Bookings attributed
where the path is traceable
9
Where no path to a call or booking exists, reach is reported as reach, not revenue.
Common questions
The questions doctors ask us
Direct answers, the same ones you would hear on the call.
7answered
right here
Does my practice need TikTok?
Usually not. TikTok earns its place for a few specialties, med spas and aesthetics most of all, and wastes effort for most others. We choose channels by where your patients actually check on a practice, and for most of medicine that is the Google profile, Facebook, and Instagram. If a channel does not fit your specialty, we will tell you to skip it.
Who writes the posts?
We do. Posts are drafted from your services, your providers, and the questions your front desk hears, then sent to you as a monthly plan for approval. Nothing publishes without the practice signing off, and the voice stays yours, not an agency’s.
How do you protect patient privacy?
Nothing involving a patient’s face, name, or story is posted without that patient’s signed authorization on file. Clinical questions that arrive in comments are moved to the phone rather than answered in public, and we never confirm whether someone is a patient, in posts or in review responses. The consent discipline is part of the service, not an add-on.
Can we post patient stories or before and after photos?
Only with that patient’s signed authorization on a form your practice controls, and a general photo release is a different instrument that does not cover it. A patient image is a patient record: cropping the face does not change that, and in cosmetic, dermatologic, and orthopedic work the distinguishing feature is often the thing the photo exists to show. We will not publish a story, a photo, or a quoted outcome without confirming the authorization exists, and the post comes down the day a patient changes their mind. The form itself belongs to your privacy officer or counsel, not to us.
How much of my time does it take?
About thirty minutes a month. You review the content plan, approve or adjust it, and occasionally okay a photo. The drafting, posting, profile upkeep, and review responses are our work, not yours.
What results should I expect from social media?
An honest one: social media is a trust layer, not a patient faucet. Its job is to make sure that when a patient checks your practice, everything they find says current and careful. PulseTrack reports what is measurable: profile visits, clicks to your website, and calls placed from your profiles. Reach that cannot be traced is reported as reach, never as revenue.
What does social media management cost?
It is included rather than sold as a separate retainer. Every TallBunnyMD package, from Pulse at $795 a month to Summit at $2,095 a month, covers Custom Website Design, SEO, Social Media, and PulseTrack together. The pricing page lists exactly what each tier adds.
Next step
Reassure patients before they ever call
A 30-minute call in plain language. You leave with a roadmap for your practice, whether you hire us or not.