What Should Healthcare Brands Actually Be Doing on Social Media in 2025

What Should Healthcare Brands Actually Be Doing on Social Media in 2025?

When it comes to social media for healthcare brands, most people are asking the wrong question. It is not just “What should we post?” It is “What actually matters?”

At Talking Pulse, we believe the most effective social media strategy for healthcare brands today comes down to two core principles:

1. Diverse, trusted voices speaking to shared challenges
2. Content that prioritises reach, relevance, and long-term brand recall

Here is how that actually plays out.

1. Use Social Media to Create a Chorus of Trusted Experts

One of the most powerful things a healthcare brand can do is feature a variety of expert voices, especially across their own social channels.

Take the example of a fertility clinic.

You do not want a single spokesperson. You want a team of real healthcare professionals from within your clinic. Fertility specialists, nurses, embryologists, and psychologists all speaking on simple, top-of-funnel questions that your audience is already thinking about:

• What is fertility
• How long am I fertile for
• What happens during egg freezing
• What is the difference between IVF and IUI

These are not necessarily questions that lead directly to a booking. And that is the point.

What they do is position your clinic as a trustworthy voice. You become the brand that answers real questions without needing to sell.

When people start associating your clinic with their personal health journey, you are already building trust.

2. Broaden Your Reach with Relatable and Educational Content

Unlike the days when location limited you to foot traffic on the high street, your digital presence can now reach anyone.

That means your content must reflect the people you want to serve. This includes:

• Featuring a range of ages, ethnicities, genders, and body types
• Sharing different healthcare experiences and perspectives
• Creating messaging that connects with varied lived experiences

You are not marketing to one type of person anymore. You are building brand familiarity with many. When your content reflects the diversity of your audience, it drives stronger emotional connection and broader engagement.

3. Post High-Level, High-Impact Content Across Every Major Platform

Your brand account should focus on broad visibility through consistent educational content. We recommend starting with FAQ-style videos across TikTok, Instagram Reels, and YouTube Shorts.

This approach builds recognition at scale.

One clinic we worked with reached 4 million views on a single video after just two months of posting. The topic was menopause. That means four million people saw a video from that brand and now associate them with expertise on that topic.

It is not a viral moment. It is a long-term asset.

A Quick Social Strategy for Healthcare Brands

If you are running a clinic, healthtech platform, or private medical practice, here is how to get started:

✅ Post content that answers simple, top-level questions
✅ Use expert voices from your internal team
✅ Reflect your audience through inclusive content
✅ Show up consistently on TikTok, Instagram, and YouTube
✅ Prioritise visibility, trust, and brand-building over hard selling

Final Thought

Social media is not just about being trendy or going viral. It is about being visible, trusted, and remembered.

When someone thinks about fertility, menopause, mental health, or any health issue you support, they should think of your brand first.

That starts with showing up.