A guide to Instagram for health and wellness professionals
Embracing the digital shift, one strategic post at a time.
A seismic shift has occurred in recent years for marketing strategies from traditional marketing to digital, especially on platforms like Instagram. This has brought with it a change in marketers approach their content, paid media and other strategies. And Instagram in particular, once considered little more than a slightly more visual Facebook, is now a marketing powerhouse for businesses. According to DATAREPORTAL’s global social media statics report, 62.7% - more than half- of Instagram active users say they use the platform to follow or research brands and products. You can’t deny that kind of business appeal.
For those in the health and wellness sector in particular, mastering Instagram means going beyond the beautiful snapshots of your office or the occasional inspirational quote. It’s strategic. And, it requires engagement and authentic connection to work.
With this in mind, let's dive into how you can effectively grow your client base by leveraging this powerful tool.
Setting up for success
Profile optimization
Let’s start with your bio. You can think of your Instagram bio essentially as your business's digital handshake. And if my dad taught me nothing, handshakes are best when firm yet friendly, and professional. What this means for Instagram is to Include essential details—your specialization, location, and a touch of your personal mission. I predict putting your own personal touch on things, from your bio on down, will be even more important as more people use AI to generate content.
One last thought on your bio - keep in mind that SEO, often thought of only as a tool for your website, plays a role here, too. I liked this blog Later wrote about bio best practices, and if you want a primer on what’s likely holding your SEO back before you even get started, check out my blog, “What's holding your SEO back? (Hint: it probably isn't what you think.).”
“Whatever it is, the way you tell your story online can make all the difference.”
Visual identity
Instagram is all about the visuals. And this is where careful branding considerations come into play because consistency is key. Choose a color scheme and stick to it. It doesn’t mean you can’t evolve your look and feel, but it does mean your posts should for the most part be easily recognizable. Think of it as your digital uniform. Lots of healthcare and wellness brands choose soothing blues and greens but building your color palette to your specification is really a personal choice.
Content strategies that connect
To effectively engage your audience and keep your content fresh, I’d encourage you to think of your posts in terms of specific categories. This approach helps you maintain a balanced and interesting Instagram feed. While the content itself will vary greatly depending on your business, here’s a framework to consider, whether you’re aiming to post one or 10 times a week:
Types of posts to consider
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1. Informative posts
Share infographics, short videos, or carousel posts that educate your audience about wellness topics. For instance, a chiropractor might post an infographic about common spinal issues and how to prevent them. These posts will inform your audience, and establish your credibility as an expert in your field.
2. Just for fun posts
Lighten the mood with humorous, relatable content that gives your followers a laugh. You can keep a really serious Instagram presence if you want, but if humor fits into your brand, don’t be afraid to use it. This could be a funny meme about the struggles of sticking to a diet or a candid snapshot from your clinic showing the lighter side of healthcare. These posts add personality to your feed and make your practice more approachable.
3. Provocative posts
Occasionally, it’s beneficial to stir the pot a little with content that presents a contrarian viewpoint or challenges common misconceptions in your field. Don’t do this “just because,” do it because you really do believe what you’re saying. I’ve seen people inauthentically try to be contrarian just to get engagement, and it usually doesn’t end well. One fairly safe approach may be for you to create a post debunking popular yet incorrect health myths can engage your audience in meaningful discussions.
4. Inspirational posts
Quotes from well-known health gurus or stories of personal triumph in wellness journeys can be very inspiring and if we can inspire people to be their best selves, that’s a great start. While these might not be directly engaging in terms of prompting responses, they can motivate your followers and enhance their connection with your brand. It’s also nice to think you may have gotten people thinking in a positive way that day.
5. Personal insight posts
Give your audience a peek behind the curtains. Share your thoughts on recent developments in your field, your personal wellness routines, or reflections on being a healthcare provider. This type of content builds a personal connection and helps your followers feel like they know the person behind the posts. I predict this will become ever more important as a differentiator for your business as AI churns out more and more impersonal content across the industry.
6. Community-focused posts
Feature content that involves your community, whether it’s showcasing client testimonials, highlighting employee stories, or collaborating with other local businesses. These posts foster a sense of community and belonging, which is essential in the wellness industry. Try to ensure this content is still interesting to the user. I’ve sometimes referred to the bad versions of these as “I love me” posts, because they can come across as braggy without being helpful to the audience. Even when using client testimonials, remember you’re still there to educate and inspire.
7. Call-to-action posts
It can feel awkward to some, but it really is okay to encourage your followers to engage with your practice more directly. This could be an invitation to book a consultation, attend a workshop, get a special discount, or participate in a wellness challenge. These posts can drive conversions and are crucial for measuring the ROI of your social media efforts. Again, authenticity matters here. Don’t let your whole feed be “book with me!” but it’s okay not to apologize that you run a commercial business. If you want more info about how to approach calls-to-action, we write a blog about that, “What are CTAs? The Do's and Don'ts of CTA Design.”
8. Interactive posts
Another way to engage directly with your audience is to ask ask questions or run polls. Interaction fosters community and keeps your audience invested. For example, asking your followers to choose between two health tips can lead to lively discussions and greater follower loyalty. I recently read a book that included a ton of data the author had gathered from Instagram polls, and it helped drive her authority as an author.
By rotating through these types of posts, you can ensure a well-rounded content calendar that appeals to a wide range of interests among your followers. This strategy not only keeps your audience engaged but also boosts your visibility and appeal on Instagram.
Advanced Instagram marketing techniques
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Ready to go beyond the basics? Then it won’t shock you that developing a sophisticated Instagram presence involves more than just posting. By employing advanced strategies tailored for healthcare Instagram marketing, you can significantly expand your reach and engagement. Let’s explore how you can optimize your wellness marketing using Instagram’s tools and trends.
Leveraging Instagram stories and highlights
Instagram stories: Utilize stories for dynamic, real-time engagement. Stories are perfect for sharing daily wellness tips or quick health updates, stories create a sense of urgency and drive immediate interaction, making them a cornerstone of digital healthcare marketing.
Highlights: Archive your most instructional and engaging stories as highlights. This section could include anything from health and wellness Instagram post ideas to detailed client journey highlights, serving as an ongoing resource for followers interested in your healthcare services.
Pay-per-click advertising on Instagram
Instagram ads: While we’ve mainly focused on the organic (free) side of the platform, you can embrace the power of pay-per-click advertising to promote specific healthcare marketing campaigns or services directly to a targeted audience. Instagram is fairly sophisticated in what they’ll let you do in terms of advertising. We recommend you craft your ads to align with the best healthcare marketing practices by focusing on precise demographics and interests. This will help you maximize ROI.
Partnering with influencers
Influencer collaborations: We are in the golden age of the influencer. Collaborate with influencers who align with healthcare Instagram marketing goals to reach broader audiences. Select influencers whose ethos and followers align with your wellness marketing strategies, enhancing credibility and reach.
Seasonal and thematic campaigns
Seasonal marketing: Root yourself in the calendar and harness the power of seasonal healthcare marketing strategies. One easy way to do this would be by aligning your posts with the times of year when people are most focused on their health and wellness, such as New Year’s or Mental Health Awareness Month.
Event-based campaigns: Leverage Instagram to highlight participation in healthcare events or webinars, using the platform to boost attendance and engagement. These campaigns can be part of a broader healthcare marketing plan to increase visibility and patient engagement. We used to do this a lot in my old tech jobs, e.g. a post that shows a picture of our booth in an expo with a caption stating something like: “Can’t wait to see you at xyz event. We’re in booth number___ if you’d like to stop by for a product demo or swag!”
Engaging with trends and challenges
Trend participation: Easier said than done when you’re focused on patient care, but it’s likely worth your time to stay relevant by engaging with current trends and challenges that resonate with wellness and healthcare topics. This approach helps in tapping into the digital healthcare marketing zeitgeist, increasing visibility among those exploring related hashtags or content. Maybe keeping up with these trends can coincide with your continuing education so you don’t have to totally reinvent the wheel.
Strategic content planning
Content series: Develop structured post series that offer comprehensive health and wellness marketing insights. This strategy not only keeps your audience engaged but also educates them, fostering a deeper connection with your brand. We just wrote a blog about how to reuse old content to your advantage (we call it liquifying the content) and you’re invited to read about it here, “Engage and measure: dynamic social media strategies for healthcare marketing.”
By implementing these advanced Instagram marketing techniques, you can enhance your healthcare marketing strategy, ensuring your practice engages with its current audience and attracts new clients effectively. Each technique is designed to optimize your presence on Instagram, making it a tool worth considering in your healthcare marketing arsenal.
Conclusion
Hopefully this blog has convinced you that Instagram is a platform to consider for any health and wellness professional looking to enhance their digital presence and that it’s given you a few tools to make your presence strong. As we've outlined, effective Instagram strategies range from crafting a compelling profile to employing advanced marketing techniques. By diversifying your content and leveraging features like stories and influencer partnerships, you can broaden your reach and deepen connections with your audience.
By building an authentic Instagram presence, you’ll be able to foster genuine relationships, not just followers. Whether you're a dentist, chiropractor, yoga studio owner or any other healthcare or wellness professional, each post and campaign is an opportunity to establish your authority and engage your community.
Wishing you the best as you harness social media to grow you healing business!