The Impact of Social Media on Healthcare
The digital healthcare landscape is constantly evolving, presenting both challenges and opportunities for marketers.
As Julie Perkins, Director of Digital Strategy for AMNY Health Marketing, points out, “Digital channels are now the primary way patients seek health information and connect with providers. A robust digital marketing strategy is no longer optional; it’s a necessity for any healthcare organization.”
At AMNY Health Marketing, we are focused on helping healthcare marketers navigate these evolving trends and connect effectively with their best potential patients. Here are the key areas shaping healthcare marketing in 2025 and beyond.
Social media is one of the most powerful tools healthcare providers can use to connect with patients, build trust and establish thought leadership.
As more people flock to social media for information on healthcare, it’s becoming increasingly evident that consumers are not just seeking credible medical advice, but authentic stories from people on their healthcare journeys. CharityRX reports that people are drawn to influencers for stories about their personal healthcare experiences, authenticity, relatability and health triumphs. Additionally, a 2022 study by CharityRX found that 1 in 5 people trust health influencers more than local healthcare providers; 1 in 5 sought information on TikTok before seeing a physician and 1 in 2 purchased a healthcare product after seeing it on social media.
Anyone who isn’t utilizing the power of social media is missing out on opportunities to connect with a large-scale audience who may need healthcare services. Marketing your practice’s offerings on various social platforms can aid in your effort to reach prospects effectively and informally.
“Healthcare marketing does well on social media because it’s an engagement platform. You can not only reach potential patients or employees, but their entire sphere of influence,” said Lizzy Martin, senior account executive with AMNY. “We’ve all seen something in our newsfeed that makes us think of a friend or loved one, and all we have to do is tag them in the comments or share the post to get it to them. So even though targeting can sometimes be restrictive on social platforms, you should want to harness the power of what makes us call it “social” media.”
Leveraging social media in your healthcare marketing takes strategy. Too boost your brand’s presence and increase engagement, consider using social media in the following ways:
- Recruitment and hiring event promotions
- Employing a great organic presence to communicate your expertise and values for those who come across your page
- Using paid ads to push out key messages (knowing organic reach is very low for business pages)
- To tell great stories through video or links to content on your site in order to develop trust with your audience (patients and potential employees)
- As a place for businesses to express gratitude – to employees, to the community and beyond
“Healthcare providers should find creative ways to be present on social media to showcase their expertise and develop trust with potential patients through meaningful and engaging content,” said Martin. “It’s also where their future employees can be found even if they aren’t actively looking for a new job. It’s really important that time is invested in a quality presence on the top social platforms to reach the vast majority of people.”
Successful marketing on social media is about creating meaningful engagement through compelling content that educates, informs and reassures audiences. Social media also gives healthcare providers valuable insights into their patients’ thoughts, feedback, concerns and behaviors. Armed with that knowledge, healthcare providers can tailor their social media messaging to better serve their clients and create stronger connections.
At AMNY Health Marketing, we offer insights into how health providers can effectively use social media to stand out from the competition, increase brand awareness and build trust while engaging clients and creating long lasting relationships. Here are some key points to consider:
Humanize Your Brand
Patients want to see the faces behind the care. Highlighting doctors, nurses, and patient success stories builds connection and trust.
Showcase Facilities & Technology
High-quality photos and videos of state-of-the-art equipment, modern facilities, and innovative procedures reinforce expertise and credibility.
Educate & Inform
Short, digestible content like myth-busting posts, health tips, and Q&A videos with providers can position your organization as a go-to resource. Healthcare providers can also use social media to connect with patients by checking in with them, answering their questions and offer assistance where needed. Other uses include educating patients about illnesses and diseases, offering health tips and treatment and helping patients make more informed decisions about their care.
Leverage Video & Reels
Social algorithms prioritize video. Consider behind-the-scenes clips, day-in-the-life of a provider, facility tours, and procedure explanations to help boost visibility and create interest. For instance, a hospital might use Instagram Reels to take followers on a behind-the-scenes tour of a cutting-edge surgical suite. The reel not only educates, but also builds confidence in the level of care provided.
Encourage Community Engagement
Polls, patient testimonials, and interactive Q&A sessions make followers feel heard and valued, thereby increasing engagement.
Crisis & Reputation Management
A strong social presence allows for quick, transparent communication during public health issues or crises, reinforcing reliability.
By combining storytelling with strategic social content, healthcare providers can strengthen their online presence, engage their audience, and ultimately drive patient trust and loyalty. AMNY Health Marketing specializes in creating effective marketing strategies for healthcare providers throughout the United States. Our capabilities include many proven tactics that will add value to your brand and help your mental health practice achieve marketing success. To learn more about our services, contact us today at AMNY Health Marketing.
