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How often should you post on Facebook and Instagram?

Learn how to unlock the power of social media and replicate the most effective social media strategies from healthcare leaders like the Mayo Clinic.


As a practice, you know that social media for healthcare is a powerful tool for reaching your patients and facilitating positive touch points between office appointments. But how often should you post on Facebook and Instagram to get the best results?


There is no one-size-fits-all answer to this question. However, there are some general best practices that you can follow. 


Why you should embrace frequent posting

  1. Frequent posts help build trust and relationships with your community. By showing up consistently, you’re not just another face in the crowd; you’re a reliable source of information and support. 

  2. Posting new content regularly keeps followers engaged and gives them a reason to come back. 

  3. Social media platforms like Facebook and Instagram prioritize fresh content, so the more often you post, the more likely your content is to be seen by the right people.


Do frequent posts actually pay off, or are you just adding to the digital noise?

You see every post you make, so it’s normal to be concerned about posting too much. But while you might be hyper-aware of everything you post, chances are your patients aren’t. In a sea of content vying for attention, maintaining a steady presence is key to keeping your practice front and center. 

Businesses across industries, including new consumer brands entering the healthcare market, are all sharing content on a regular basis in order to engage with their followers and gain new ones. This means, it is more important than ever to keep your practice top of mind. Increasing the frequency with which you post directly affects metrics like engagement, click throughs to your website, practice awareness, and appointment scheduling.


Breaking down posting frequency by platform


Facebook

You should be posting 1-2 times per day on Facebook, especially if you want to grow your following. Posting at least once a day has been shown to grow your followers four times faster than posting less frequently. On average, other Facebook Business Pages (including your competition) are posting 1.5 times per day.


You might be wondering if your patients and their families are even using Facebook anymore. The answer is YES! Facebook is the third most visited website and the majority of Facebook users visit the platform on a daily basis, making it prime real estate for reaching patients and their families.


Instagram

Aim to post 1-2 posts per day on Instagram, and don’t be afraid to post more than that. Unlike other platforms, Instagram users are comfortable with high volumes of content, with engagement holding steady even at the 10-posts-a-day mark. And on this channel, timing is everything. Make sure your posts are hitting screens when your audience is most active. 


If you’re not on Instagram yet, consider this your sign to create an account. Instagram has 1.39 billion active users spending more than 30 minutes each day on the platform. The majority of the users are between the ages of 18 and 44. (Pediatricians, does this sound like your parents and caregivers?) If you want to meet patients where they are, Instagram is the place!


Case Study: Mayo Clinic

Need proof that frequent posting pays off? Learn from the Mayo Clinic. By increasing their Facebook posts from 3 to 5 posts per week, they saw a slew of impressive results:

  • 10% increase in patient satisfaction scores

  • 15% increase in positive patient reviews

  • 5% decrease in patient churn rate 

  • 10% increase in patient referrals.

When you translate that to revenue, the ROI of social media becomes quite compelling to your practice’s bottom line. 


Strategies for posting more frequently on social media 

  • Plan ahead: Create a content calendar to keep your posting schedule on track and ensure your content is timely and relevant. 

  • Get creative: Don't be afraid to repurpose your content across different social media platforms—whether it's turning a blog post into a tweet or flipping an infographic into a Facebook post.

  • Spread the word: Promote your social media channelson your website, in your email signature, and in other marketing materials. The more eyes on your content, the better. 

Feeling overwhelmed? We get it and we’re here to help. Let’s talk about how we can take the responsibility of social media off your plate and give you time back to focus on what you do bestchanging lives. 


Contact us to see how Social Cascade can help your clinic, or get started with a free 30-day trial today. 

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