Below is a systems‑level playbook for a brand‑new Physical Therapist (PT) to build a HIPAA‑compliant social‑media engine that attracts, nurtures, and converts followers into paying patients.
(Skim headings first—then dive where you need depth.)
1. Set the Business Objectives — Before You Post
Objective
Matching Metric
Target (first 90 days)
Brand awareness
Impressions / Reach
≥ 50 k cumulative
Thought leadership
% saves + shares (IG)
≥ 6 % of reach
Lead generation
Link‑click→ consult
≥ 3 % CTR
Retention & upsell
DM replies / email sign‑ups
150 warm leads
Why? Social works only when every post ties back to a KPI you can measure inside your funnel (EHR, CRM, or your custom video‑library platform).
2. Platform Stack & Core Algorithms
Platform
Why PTs Should Care
2025 Algorithm Highlights
Posting Cadence
Instagram Reels
Largest health‑minded 25‑45 y/o audience; local geo‑targeting via tags
Reels > photos; top signals are watch‑time, saves, shares, then likes; 30‑90 s length performs best
3‑5 Reels + 3 Stories / wk
TikTok
Gen‑Z & Millennial discovery engine; 1 in 4 users hit search in 30 sec
SEO layer—keywords in captions, on‑screen text, and speech; trending audio still matters
4‑6 Shorts / wk
YouTube Shorts
Evergreen search; second‑largest engine after Google
Home + Suggested vids rank on watch‑time & satisfaction; Shorts feed prioritizes completion rate
2‑3 Shorts / wk
LinkedIn
Physician & employer referrals; cash‑pay clientele
Conversation‑worthy posts (+comments) outrank likes; Creator Mode boosts discovery; native video preferred
3 value‑dense posts / wk
Facebook Groups
Community for chronic‑pain or runner niches
Group posts circumvent page reach limits
2 high‑touch posts / wk
3. Content Architecture (“Teach, Prove, Convert”)
Teach – evidence‑based demos
30‑sec exercise Reel, carousel of do/don’t cues, TikTok “day‑in‑rehab”
“Save this 👇” (drives saves + sends)
Prove – outcomes & social proof
HIPAA‑cleared testimonial clip, graph overlay of KOOS score improvement
“Book a 15‑min discovery call”
Convert – offers & events
IG Live Q&A, YouTube “5 Red Flags” webinar clipped into Shorts
Link sticker → Calendly
Tip: Batch‑film 10 demos in clinic, drop them into your custom video library, then export vertical snippets for socials. One shoot = 2 weeks of posts.
4. Production Workflow (Technical)
-
Capture: 4k/30 fps on phone + $20 lav mic; shoot vertically.
-
Edit: CapCut templates for captions; auto‑burn subtitles (90 % watch mute).
-
Brand Layer: Add subtle logo water‑mark bottom‑right; maintain same color for accessibility (WCAG AA).
-
File‑naming: YYYY‑MM‑DD_Pillar_Platform_Length.ext so your EHR/Drive + video‑library stay searchable.
Repurposing Matrix
Master Clip |
IG Reel |
TikTok |
YT Short |
LinkedIn |
Facebook |
90‑s demo |
Full |
Split 2×45 s |
Full |
Native upload |
Group post + link |
5. Publishing & Scheduling
-
Global best windows (Instagram): Mon‑Thu 10 a.m.–3 p.m. local time sproutsocial.com
-
Tool stack: Buffer / Hootsuite for IG, TikTok, YT; native for LinkedIn (gets slight edge).
-
UTM discipline: every bio‑link and Story sticker usesutm_source=instagram&utm_campaign=neck_pain_reel
6. Algorithm‑Specific Growth Tactics
Platform
30‑Day Sprint Tactic
Why It Works
IG
Run a 7‑day carousel series; use location tag + niche hashtag (<100 k posts)
Saves + shares are weighted over likes
TikTok
Add long‑tail keyword in on‑screen text at 0‑3 s; pair 1 trending + 3 niche hashtags
Improves search ranking & FYP placement
LinkedIn
End each post with an open‑ended question, reply to all comments within 2h
Conversation depth boosts reach in 2025 feed linkedin.com
YT Shorts
Hook in first 1.5 s, hard‑cut every 6 s; pin consult link in comments
Watch‑time % drives recommendation
7. Compliance & Risk Mitigation (HIPAA Musts)
-
No PHI without signed media release. Blur faces or use stock footage if consent absent.
-
Business Associate Agreements with every SaaS touching your videos or DMs (including your custom library).
-
Access controls & audit trails per HIPAA Security Rule §164.312 hhs.gov
-
Disclaimers: “Educational only—not a substitute for an in‑person eval.” Add to bio + video captions.
8. Paid & AI Levers for Scale
Channel
Tactical Use
2025 Update
Meta Ads
Retarget IG Reels viewers ≥ 75 % with free discovery call
CPMs remain lowest in health niches; creative fatigue after 14 days
TikTok Ads
Use Insight Spotlight to mine trending keywords, auto‑generate ad angles
Granular demographic+keyword filters now native
Google P‑Max
Capture bottom‑funnel “PT near me” intent; feed social video assets for dynamic
Pair with Google Business Profile posts weekly
Engagement rate
Native + Buffer
IG ≥ 6 %; TikTok ≥ 8 %
Followers → Email opt‑ins
Link‑in‑bio + CRM
5%
Cost per booked eval (ads)
Meta BM / TikTok Ads
<$40
Patient Lifetime Value uplift
EHR report
+15 % vs. non‑social leads
Week
Milestone
Key Deliverables
1-2
Strategy lock‑in
Avatar sheet, content calendar (12 wks)
3-4
Shoot first 30 videos
Batch record; edit & caption
5
Publish cadence starts
IG 3×, TikTok 4×, LinkedIn 2×
6
Launch retargeting ads
IG video‑view audience
8
KPI review
Adjust pillars; prune low‑engagement formats
12
Partner collab
Cross‑post with local ortho MD; gain ≥500 new followers
11. Bonus: Trends Specific to PT Marketing in 2025
-
AI‑written triage chatbots funnel social clicks to schedule pages.
-
Data‑driven patient experience: unify call tracking + social CRM to remove drop‑offs
-
Authenticity over polish: Lo‑fi phone footage outperforms studio video for clinical brands (Buffer & Sprout Social studies).
Master the tech stack + algorithms + compliance triangle. When every post educates, every comment starts a conversation, and every link drives to a book‑a‑session CTA, social media stops being a time sink and becomes a measurable growth engine for your PT practice.
Run the playbook—iterate monthly—and your clinic’s schedule will feel the lift long before your follower count hits five digits.