You Don’t Need to Go Viral on Social Media, Just Be Findable

Oh hi everyone, Denzil here.

Let me kick things off with a provocative question: Does your clinic even exist if it doesn’t show up on social media?

I don’t mean existentially (you’re real, I promise). I mean practically. If someone searches for your business on Instagram and finds nothing… do you exist to them?

Probably not.

When it comes to social media, it’s tempting to say “nah, not for me”. I get it.. It can be noisy, and a little performative. But here’s the tricky part: even if you’re not into it, your patients still are. And they’re probably looking for you there.

But wait!! Don’t panic just yet...

On a recent episode of Radio Front Desk, I asked Michael Lau of The Prehab Guys what he really thought about social media, and I wasn’t expecting his answer... Even though The Prehab Guys have over a million followers on social media, he doesn't actually think it’s the be-all-end-all. His view of social media is actually way more relaxed. He says, you don't need to "win" at it. You just have to be there. Think about it this way…

When I look up a clinic online and all I see is a Google Business profile (no social media presence), it honestly kinda feels like a red flag. I can’t get a sense of who they are. I can’t peek behind the curtain. And without that, it’s harder to trust that this is the right place for me.

Whether we like it or not, social media is often the first touchpoint future customers have with us… and it’s also an opportunity to build trust without even doing anything. If someone lands on your Instagram profile, likes what they see, and then sees that online persona materialize in real life when they come to your clinic? That’s instant trust.

I get it… It can be scary to put yourself out there on social media 😅 But trust me when I say it doesn’t have to be big, bold, constant, or perfect. It just has to be there. And if you’re not sure where to start, here are a few things I’d suggest:

Try. Watch. Adjust

When it comes to social media, I don’t think there’s one magic playbook. The best strategy I’ve seen? Try something, watch what happens, then adjust.

It’s just an experiment. Post a photo. See what resonates. You don’t have to get it “right” out of the gate. In fact, most people don’t. But when you treat it like a little lab, not a stage, it gets a lot less intimidating. Just try something. Then tweak.

Forget about going viral

I’ve heard that one of the biggest hang-ups people have about social media is the pressure to perform. But in a clinic setting, that’s probably not the right way to think about the role of social media. Your goal isn’t to go viral, it’s to show up where your potential patients are and make it easy for them to find you. You don’t have to reach everyone. You just have to reach your people.

It doesn’t have to be all about you

Some folks feel icky about putting their face or voice out there, and I get that. So if part of the hesitation is that you don’t want yourself on social media, there are ways to show up without showing your face.

You can highlight your space, your team, your services. You can create an online presence that’s about your clinic, not just your persona. We actually have a whole blog article that walks you through how to do just this.

And yes, I think people do connect with people. So having a human touch helps. But you don’t need to share everything. Boundaries are important. Sometimes the best stories come from just a slice of the whole truth, as long as it’s told thoughtfully. So, start by sharing a sliver of your story for people to connect with.

A little behind the scenes from our episode recording with Michael and Adelle 🫶

And if there’s one thing you take away here: Don’t put too much effort into it if it’s not worth it. It might just be that your customer base (audience) might not be as into it, and that’s okay!

If your audience spends their time online searching for support and information, that’s where you should be. But if your clinic’s in a high-traffic spot, your marketing might already be baked into the neighbourhood. You don’t have to put all your eggs in the social media basket (just a couple). 😉

So, no, you don’t need to chase every trend or turn content creation into a second job. Just know who your people are.. and where they’re looking.

And at the very least, leave a little digital trail. Just enough for someone to find you, feel a spark of connection, and take that first step through your door.

That’s just me.. But how do you feel about social media? Reach back out (and send me your clinic’s social media account if you want). Hearing from you is truly a treat.

Chat again soon,

Denzil, Editor-in-Chief of Front Desk

📧 Stay connected

Every other Friday, Denzil sends a letter built from real conversations with practitioners, clinic owners, and other leaders shaping care. If you’d like to read along, you can get the newsletter delivered straight to your inbox by subscribing here.