Help people understand your physiotherapy clinic before they make an enquiry. Discuss a social media plan with Canada Create that explains your services, introduces your team and gives visitors a clear route to accurate information on your website.
Give every post a useful purpose
A clinic’s social feed can answer practical questions: where to find the entrance, what to bring to a first appointment, how to contact reception and which services are available. These topics are more useful than a calendar filled with generic motivational quotes or promises about recovery.
Start with the information your reception team is asked to repeat. Separate administrative answers from clinical education, and assign a clinician to review anything that describes conditions, treatment or expected outcomes.
Clinic and team introductions
Explain each practitioner’s role using credentials and service descriptions supplied and approved by the clinic. Show the space with permission and avoid including patients or records in the background.
Educational content
Choose topics within the clinic’s actual scope. Use clear language and identify the reviewer. A public post should not become an individual treatment recommendation.
Practical appointment information
Explain the booking process, accessibility information and contact options. Link to the relevant website page so details can be kept current in one place.
A workable content and approval process
- Set the purpose. Decide whether the priority is explaining services, introducing a location or helping existing followers find booking information.
- Choose formats. Match photographs, short videos or text-led posts to the assets and staff time available. Define production requirements before agreeing a publishing frequency.
- Review before publishing. Confirm who checks clinical accuracy, permissions and advertising requirements, and allow time for revisions.
- Handle responses. Assign responsibility for comments and messages. Direct appointment requests to the approved booking channel and avoid asking people to disclose health details publicly.
Advertising standards belong in the workflow
Ontario’s Advertising and Marketing Standard applies to physiotherapy promotion, including social media. It requires accurate, verifiable advertising. The College also provides guidance on testimonials and consent. For clinics elsewhere, check the applicable provincial regulator before approving content. A marketing review does not replace the clinic’s professional responsibilities.
Measure the next step, not just the reaction
Agree reporting around useful actions such as visits to service pages and enquiries through approved channels. Keep reach, video views and engagement separate from appointments: a reaction to a post does not show that someone booked or attended. Avoid putting sensitive patient information into campaign reports.
Organic publishing and paid campaigns need separate scopes. If advertising is part of the brief, review targeting, creative approvals, landing pages and budget separately. Explore our social media advertising services for that discussion.
Before requesting a proposal
Bring your current profile links, website, priority services, available photo or video assets and the name of your content approver. These details help define a realistic scope and responsibilities. Fees, content volume and timelines belong in the proposal.
Frequently asked questions
Do we need to post every day?
Publishing frequency should reflect your goals, useful topics, available assets and approval capacity. Agree a sustainable schedule rather than a volume target alone.
Can social media replace our clinic website?
Your website remains the place to maintain detailed service and appointment information. Social content can direct people to those pages.
Is paid advertising included?
Organic content and paid advertising should be scoped separately. Confirm production, campaign management, advertising spend and reporting in your proposal.
