Social Networking Guide for Doctors: what to do and what not to do?

Social Networking Guide for Doctors: what to and what not to from the?

Playing time: 15 minutes

When we talk about “social networks for physicians,” the idea still sounds unusual to you?

No one questions that maintain a digital presence is essential nowadays. Regardless of size and business segment, have a well-structured site and activity in social media is action necessary to acquire and maintain relevance in the market. His office, of course, is more than included in this reality.

In the process of building a successful digital positioning, social networks play a valuable role. They represent a huge potential for interaction and relationship with the public, resulting in gain visibility. The greater the number and quality of these interactions, in this scenario, plus the brand benefits in terms of position and authority in the area.

It is important to keep in mind that investing in a medical marketing successful covers proper management, ethical and intelligent social networking. Follow reading and take notes of precious tips for your strategy!

For what it’s worth joining social networks?

For those who still have doubts about the effectiveness of social media in the medical segment, we bring some pretty enlightening reflection of topics:

  • Have you ever stopped to think how consumer behavior is completely transformed with the advent of online? You can be sure that the posture of the patients also changed, including how they deal with health information. For more startling data on the subject, be sure to read this article here ;
  • Complementing the previous section, here is another great (and obvious!) Argument in favor of social networks: his patients are there. This in itself is reason enough to be present in these media and explore the endless possibilities to attract and engage your audience. With large audience via connected PC’s, tablets and smartphones, among others, the online environment offers great opportunities for professionals who want to create a positive image of their work to society;
  • Comments, likes and shares are the stuff of which the visibility on social networks is made. In other words, betting on profiles in these environments is not just a way to extend the recognition and disclosure of their services, it is also an effective means to strengthen the brand of your office. The consolidation of his name as a reference in a particular field of expertise is another advantage.
  • The ability to advertise their work in these media, like tools like Facebook and Twitter Ads Ads (we explore the subject at a later time the text).  

Social networks and CFM: What should I take?

This is a common concern when it comes to social networks for physicians. Even those who already have pages on major networks is seen in doubt about what may or may not be done. The fear of “missing hand” or extrapolate common sense in posts also accompanies many health professionals, who fear circumvent medical ethics or fall into sensationalism.

In fact, it is worth emphasizing that common sense , ethics and avoid sensationalism at all costs are fundamental (not only in the management of social media, but in any medical marketing action).

In this context, we must be attentive to the regulation of CFM (Federal Council of Medicine) regarding the disclosure of medical services. If the rules are not followed, the professional can answer by the Ethics Court of the Regional Council of Medicine which performs its function.

Under the law, the office of the advertisements displayed on the internet must contain the data of the physician or director responsible for the clinic. The CRM data should be displayed in a prominent place and be easily viewed.

The doctor must also act in order not to stimulate sensationalism or self-promotion. It is necessary that, even on social networks, shared materials contain content truthful , valid and proven .

Stay tuned because the law regulates the prohibition of pejorative use of terms such as “best” or “most efficient doctor” of the city or region, as well as the statement that the doctor said is the only one able to perform certain procedures. It is also prohibited to ensure the healing guarantee or results of treatment to the patient or their legal representatives due.

One should exercise caution in the use of languages. One should not make the placement of languages ​​that incite that patients who use certain medical service will have an improvement in physical performance, mental, sexual, intellectual or emotional.

It is also forbidden to use the image of patients achieving successful treatment for recommending the doctor’s office or service. In the same vein, it is forbidden the use of customer photos to illustrate the effectiveness of procedures, such as images of before and after. In the most, it is prohibited to use any image of illness, injury or content that cause discomfort to the lay public.

In which social networks my office must be present? How should I behave myself in each one?


This is the most used social network in the country. It is more likely that their patients are on Facebook than any other social media, so their presence there is compulsory.

  • Page or profile?

In short, you can have both. A personal profile is important for personal contacts with family and friends. Mix the office with your personal image is not a very good idea. Keep everything in its place – after all, you do not want your box  filled with personal messages of patient messages, is not it?

Create a personal profile to the office is also not indicated or by Facebook itself. Using an institutional page – A fan page – you can create ads, drive posts, include links to your website and blog, better organizing the disclosure of its contents, monitor page metrics … The list of benefits is huge.

Important note: to create an institutional page, you need to have a personal profile on Facebook, which will serve as the manager of the page. You can also include other profiles, such as your desktop or another employee, defining levels for their role (Administrator, Editor, Moderator, Advertiser, Analyst). Each level has its limitations, and the Administrator is who controls the entire page without restriction.

  • Facebook Ads

Facebook is a free site and states in their use policies that will never request payment for the use of the site. However, you can invest and spend money on Facebook in other ways.

Investment, Facebook offers Facebook Ads, Ad tool for institutional social network pages. There, you can boost your posts to increase their reach, create targeted audiences and ads for specific purposes – to increase the page tanned lead traffic to your site or to a capture page, for example.

You set how much you want to spend on each ad and boosting, and can change the value to more or less any time. All these investments need to be authorized, then rest assured: there will be no surprises on the invoice of your credit card.


Very different from Facebook, Twitter has its peculiarities, with the limit of 140 characters per posting the biggest one. This makes it much more dynamic network Facebook, bringing some changes to the timeline of users.

On Twitter, the interaction rate is much higher. The posts are short, go to the mountains for the timeline , and you can miss a tweet of view in a snap – literally. So it is important to assess whether their patients are actually present there, because the effort to reach your audience on that media will be quite different from that which you employ on Facebook.

In the context of Twitter, you do not add friends and enjoys pages, but following profiles. There format differentiation between personal and business profiles: they work the same and look the same.

This network is that popularized the famous hashtags , today used in all networks. There, marking a tweet with a hashtag , you can click on it and find other tweets that have been tagged with the same label. In addition, on Twitter there is a ranking of the subjects most talked about by city, country and the world, the so-called Trending Topics.

  • Twitter Ads

Twitter also has its own ad tool, Twitter Ads. In it, you can “promote” (equivalent to the term “boost” of Facebook) tweets , profiles and even matters. The tool shows your tweet sponsored for users who interact with profiles similar to yours or searching for a subject, using the personal registration information and use the network to direct the most interesting ads to each user.

It is worth adding that you can target the scope of tweets and audiences for ads selected by gender, interests, language, device used, location, keywords … The possibilities are endless.


On Instagram, the focus is on images, either photos or videos. In this network, the text is secondary. Sometimes subtitles are formed only by emoji (faces and symbols) without a single letter.

For your office, Instagram can be a great investment. You can use it to advertise their services, contact their patients posting useful content, acquire new customers and more. You can mark your captions with some hashtags , attracting visibility to the posts. So, if you choose a tag widely used, such as “#consultorio”, any user who clicks on that tag will display your post amid that are marked with her. It is interesting, therefore, to use more specific hashtags like “#consultoriopediatrico”, increasing the viewing chances.

Invest in images that are cleaner, without many elements if disclose photos environments or people. If you choose to create text with images (such as tips, information and motivational messages), choose backgrounds and simple fonts that leave the clean text. The most important is to convey the message clearly and objectively.

Stay tuned: images considered “strong” – as pictures of surgical procedures or disease – can be considered violation of the terms of use of Instagram, as well as potentially infringing the rules of the CFM.

  • Instagram Ads

The Instagram ads are managed in the Facebook Ads Manager. Instagram, sponsored posts can be served in the formats of pictures, videos and image carousel.

You can create ads to drive clicks and conversions on your site, as well as the most views on your videos, download materials etc. The ads also appear labeled as ” Sponsored “, as well as on Facebook and Twitter.

Audience segmentation can be done in several ways: by age, gender, location, interests, access device public who accessed your site to a contact list (you can advertise directly to patients registered at your clinic!) And several other options.

The six best practices of social networks for medical

The mere presence on major social networks does not guarantee results. Proof of this is the frustration of many physicians who have set up their pages in these media and claim not generate any return or visibility.

In this sense, certain practices are essential to encourage interactions between your content and your audience, encouraging comments, likes and shares. Create a space in social media is just the first step – after that, a good deal of dedication is needed!

To help you, we list necessary practices for managing social networks:

Keep an attractive profile and updated

To earn the trust and admiration of your audience, you need to let you know to maintain an attractive and updated profile. So invest in the visual identity of its presence on the network, while maintaining the same pattern of your medical website and all your other profiles on different social media.

Also, throw hand of regular posts (the development of an editorial calendar is strongly recommended!). After all, nothing serves a beautiful profile if it fails in the most important: communicate with your audience.

Commandment of Marketing: know your audience well

While we’re in public, it never hurts to emphasize a central pillar of any marketing strategy: we need to know very well who you’re talking to plan and define the style of your posts.

Imagine your audience is, in most part, by menopausal women. In this particular case, no use post texts on men’s health or facing food for physical activities, right? Here, it is interesting to explore topics such as the control of hot flashes and loss of libido.

Although it seems somewhat obvious, this practice is absolutely important: if you want your posts have real impact on social networks, know well with whom you communicate and use this information to interact properly.

Post relevant content (and often regularized)

This is a complementary action to that mentioned above: in social networks, after all, it takes you to post relevant content for your audience as often as possible. Thus, you make that your profile is always sought after by those interests. Perform a good study of your target audience and bet on relevant content and well built.

Do not just the “good morning” or in publishing fun and cutesy pictures: your patients and potential patients want to know their position on different issues related to the specialty of his office. Addressing health tips, health and types of treatment is also an interesting strategy to create authority and move the social network in a qualitative way.

Do not let the patient “talking to himself”: Interact!

You receive many comments on your posts but do not have the habit of answering them? Change your posture immediately! Social networks are made to interact – never stop responding to comments from his patients and followers, however simple they may be. Wishes “good morning” back, knows how to handle criticism and never leave a question without a scientific explanation!

Make good use of critical

He published content and received a lot of criticism in the comments? Take this opportunity to learn and further interact with your audience. Know how to respond and react to criticism is a way to strengthen its recognition as a quality professional, and approach the people who have not felt captivated by what you publish.

On the other hand, “pick a fight” with readers who make negative comments and stimulate controversy is a practice that you should abolish their social networks. This attitude can hurt (a lot!) Your image.

To measure, to measure and to measure

To find out if your presence on social networks is really making a difference to his office, it is necessary that you know how to identify and evaluate the results of their interaction with the public.

Some social networks allow you to make small analysis of how your posts are reaching the people who follow you, but it is always interesting to have the help of an expert to help you understand how your online presence is being seen by their patients.

So, what do you think of our tips? To continue perfecting the subject, we suggest the following readings:

  • This article that shows how to take the letter negative criticism on social media;
  • Our e-book FREE and super full to explore the full potential of networks in their office.

Continue to follow our blog for more interesting content and until next time!


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