Patients choose a clinic they trust, so your feed should feel calm, clear and honest: who will treat them, what a visit is like, how to book and when you are open. Two to three feed posts a week is plenty. Health advertising is regulated in most countries, so check the rules for your type of practice before anything promotional goes out, and keep every claim modest.
What to post: 5 content pillars
- Your team. Doctors, dentists, therapists and the front desk, with the qualifications they really hold.
- What a visit is like. The waiting area, the treatment room, how long it takes, what to bring.
- Helpful explainers. Brushing technique, a desk stretch, aftercare, in plain words and checked by your practitioner.
- Practical updates. Hours, public holidays, parking, and new services once you are sure you may promote them.
- Your space and care. Cleanliness, equipment and accessibility, shown as they really are.
How often to post
Two to three feed posts a week is enough. People check a clinic's feed before booking, so a steady, tidy feed matters more than volume.
Use Stories for today's hours, a free slot or a holiday reminder. Explainers get saved and shared; promotional posts need the most care.
An example week
A sample week for a small dental or physio clinic. A spa can swap the explainer for a calm look at one treatment room.
- Mon
This week. Opening hours and who is on duty.
- Tue
Explainer. One tip from your practitioner, such as flossing around braces. Information, not a promise.
- Wed
Meet the team. One practitioner: their qualifications and what they focus on.
- Thu
First visit. What happens, how long it takes, what to bring, how to book.
- Fri
The space. A treatment room or the sterilisation area, tidy, with no patients in frame.
- Sat
Stories. Weekend hours, and a reminder to book ahead before a public holiday.
- Sun
Rest. A gentle reminder of next week's hours, with no health claims.
Photo tips with a phone
- No patients in frame without written consent for that use. Keep screens, files and appointment books out of shot.
- Shoot empty rooms in daylight, equipment clean, drawers closed.
- Take team portraits by a window, in uniform, against a plain wall.
- For explainers, use a colleague or a demo (a teeth model, a foam roller), not a patient.
- Never use stock photos of smiling patients. Real and calm beats glossy.
Captions, hashtags and being found locally
Plain words, no jargon. Say the service, who it is for and how to book. Leave out superlatives ("best dentist in town"), comparisons with other clinics and anything that promises a result.
Hashtags: the service with your area (#dentistcalgary, #physiotherapyleeds, #spadubai, #physiotherapykl) and your name. Your Google Business Profile matters more: correct hours, services, phone number and holiday closures. People searching nearby usually call before they follow.
Seasons and holidays to plan for
Dates from our holiday posting guide, which has calendars for Canada, Malaysia, the UAE, the UK and the US. Lunar, Hindu and Islamic calendar dates move every year, and Eid depends on the moon sighting.
- Christmas and year end (25 Dec 2026): holiday hours, and a reminder to book before the break. If your patients' plans or benefits reset in January, say when to book by.
- Lunar New Year (6 Feb 2027): holiday hours, and a reminder to book check-ups before the break.
- Ramadan (from about 8 Feb 2027): adjusted hours and appointment times that suit people who are fasting.
- Eid (about 10 Mar 2027, confirm locally): closure dates and a "we're open again" post.
- World Oral Health Day (20 Mar) for dental clinics, World Physiotherapy Day (8 Sep) for physios: a useful explainer, not a promotion.
- Public and national holidays (such as 4 Jul, 1 Jul, 2 Dec or 31 Aug, depending on your country): holiday hours and a simple greeting.
Rules for clinics and wellness
General guidance, not legal advice. Rules differ by country and for medical, dental, physiotherapy and spa businesses, and they change, so confirm with your health regulator or professional body.
- Check before you advertise. Most countries set rules for health adverts. In Malaysia, for example, adverts for health services by private clinics and hospitals need prior approval from the Medicine Advertisement Board; in the UK, the ASA applies the CAP Code to health claims; in the US, the FTC expects claims to be truthful and backed by evidence. Doctors and dentists also follow their councils' or boards' rules.
- No cure, guaranteed or permanent. Never "cures back pain", "guaranteed results", "permanent" or "painless". Describe the service, not an outcome.
- No fake before and after. Only real, unedited photos of a consenting patient, only where your rules allow them, and never a promise of the same result.
- Consent for every patient photo. Written, specific to social media, easy to withdraw.
- Spas and wellness are not treatment. Do not claim a massage or facial treats a condition, detoxes or cures.
How Suara does this for you
Suara builds a week of posts every week from your real photos of your team and space, never stock photos, in your clinic's look and voice. Words like "cure", "guaranteed" and "permanent" can be saved as never-say rules, kept as brand memory for every future post. During the founding period a person on our team looks over every batch.
You approve or change each post in a chat with your own assistant, and nothing is posted until you say yes. Once approved, we post it for you on Instagram, Facebook and TikTok, and every Sunday a weekly report shows how each post did. Suara does not apply for advertising approval: if a post needs it, get it before you say yes.
Questions
Can I post before-and-after photos?
Only if the rules for your practice allow them, with written consent, real unedited photos, and no promise of the same result. If in doubt, post a plain explainer instead.
Do educational posts need approval too?
It depends on what the post says. A brushing tip is different from a post promoting a treatment and its price. When a post promotes a service, check with your regulator or professional body first (in Malaysia, the Medicine Advertisement Board).
Can I answer patients in the comments?
Thank them and invite them to call or message. Keep medical advice out of public comments, and never confirm in public that someone is a patient.
