Instagram is one of the best social media channels for doctors. It's an awesomely powerful tool for doctors looking to build trust, educate patients, and grow their practice. With over a billion active users, you can rest assured that your time spent marketing will have an ROI.
Of course you have to approach the process with the right frame of mind. Instagram marketing for medical practices provides a unique opportunity to connect with potential patients, share expertise, and humanize your practice, but you have to put in the effort to make sure that the connections stick.
And, no you don’t have to do it all yourself—there are plenty of tools and resources to utilize. The point is that you can’t just make an account and expect results.
To truly benefit from Instagram as a doctor, you need a clear strategy, engaging content, and the right support to streamline your marketing efforts.
In this guide, we’ll explore which types of doctors can benefit most from Instagram marketing, why it’s essential, best practices to follow, and the tools that make it easier for you, or your team, to manage your online presence.
What types of doctors and practices should try Instagram marketing?
Instagram marketing can benefit a wide range of medical professionals, but it’s especially effective for doctors who want to connect with patients in a more personal and engaging way. Some of the top types of doctors and practices that should be leveraging Instagram include:
- Aesthetic and cosmetic doctors
- General practitioners and family doctors
- Specialists (dermatologists, cardiologists, OB-GYNs, etc.)
- Pediatricians.
- Mental health professionals
- Chiropractors and physiotherapists
- Dentists and orthodontists
If your practice involves direct patient care, lifestyle-based treatments, or visual results, Instagram can be an invaluable tool for attracting and retaining patients.
Top reasons doctors should be marketing on Instagram
Instagram is great for influencers and lifestyle brands, but it’s also a powerful platform for doctors looking to connect with their audience. Here’s why doctor instagram marketing is good:
1. Build trust and credibility
Patients want to feel confident in their healthcare providers. By sharing educational content, success stories, and behind-the-scenes glimpses of your practice, you can establish trust with both current and potential patients.
2. Attract new patients
With Instagram’s massive reach and advanced targeting options, you can connect with people actively searching for healthcare providers. Location-based hashtags, engagement with local communities, and strategic advertising help bring new patients to your practice.
3. Educate and inform your audience
Many people turn to social media for health advice. By providing accurate, science-backed information, you can position yourself as a reliable source while debunking misinformation. This is so very important, especially now.
4. Showcase treatments and services
For specialists and aesthetic doctors, before-and-after photos, patient testimonials, and treatment explanations make it easier for potential patients to understand the benefits of your services.
For family practitioners, highlighting the services you offer in support of your patients might be what they need to see to take the next step in improving their health.
5. Humanize your practice
Patients want to connect with real people, not just a business. Introducing your team, sharing office updates, and giving a behind-the-scenes look at your practice makes your healthcare brand more relatable. This is so true for doctors offices as we as patients typically see doctors within our communities.
6. Encourage patient engagement
Instagram offers plenty of interactive features—polls, Q&A stickers, comment sections—that allow you to engage with patients in real time, answer common health questions, and foster a loyal following. And, don’t worry, you can have members of your team help in the engagement. You’re not alone in promoting a successful practice.
7. Drive website traffic and appointment bookings
Doctors use Instagram bios, Stories, and posts to direct followers to your website, patient portal, or online booking system, making it easier for them to schedule consultations. You can also enhance your website directly by embedding Instagram posts. This allows you to repurpose your content on your site and present social proof in the same place that prospective clients will book an appointment.
Best practices for doctors marketing on Instagram
A strategic approach to Instagram marketing helps doctors get the most out of the platform. Follow these best practices to boost engagement and attract new patients.
1. Optimize your Instagram profile
Your profile should clearly represent your practice. Use a professional profile picture (such as your logo or headshot), write a concise and informative bio, and include a link to your website or appointment booking page.
2. Post high-quality visuals and videos
Clear, professional images and videos enhance credibility. Share treatment explanations, behind-the-scenes office moments, and patient transformations to keep your feed visually appealing.
3. Use Instagram Stories and Reels for engagement
Stories and Reels allow you to connect with your audience in an interactive way. Share quick health tips, answer FAQs, or give a sneak peek into a day at your practice.
When you embed your Instagram Stories and Reels on your website you also bring the interactive engagement to the source of connection with your practice. This improves the chances of conversions as they say (i.e. new patients) and the overall authority of your website.
4. Engage with followers consistently
Reply to comments and direct messages, encourage patient interaction through polls or Q&A stickers, and show appreciation for patient feedback. A responsive practice builds stronger connections.
5. Leverage hashtags and geotags for visibility
Using medical-related and location-based hashtags increases your reach. Hashtags like #HealthTips, #YourCityDoctor, or #WellnessMatters help new patients find your content.
If you want to discover trending and top hashtags to include, resources like All Hashtags are there to make it easy.
6. Run promotions and special offers
If your practice offers elective treatments (like skincare, wellness checkups, or dental cleanings), occasional promotions or giveaways can help attract new patients.
7. Embed your Instagram feed on your website
Displaying your Instagram feed on your WordPress, Wix or other builder based website keeps it fresh and engaging while showcasing your latest content. A tool like Curator makes it easy to integrate your Instagram seamlessly, converting website visitors into social media followers and potential patients.
7 Instagram marketing content ideas for doctors
Employing best practices towards your own instagram as a healthcare marketing tool doesn't mean you have to figure it out from scratch. Social media marketing for doctors can be done by checking out what others are doing and what seems to be working. Connect what's trending to the best practices and snap—you’ve got a recipe for success.
1. Team photos and employee shoutouts
Sharing team photos and employee shoutouts adds a personal touch to your Instagram presence and helps humanize your practice. A post like this showcases the people behind the care, making your practice feel more approachable and welcoming.
It can be a casual team gathering, or a celebration of a staff member’s achievement. Either way this type of content fosters a sense of community and strengthens patient trust. Adding a caption that highlights teamwork, office culture, or an appreciation for your staff boosts engagement and relatability.
2. Personalization with behind-the-scenes moments
Personalization helps patients connect with the human side of healthcare. Sharing behind-the-scenes moments, like a dedicated surgical team in action, highlights the skill, teamwork, and care that go into each procedure. Posts like this offer a glimpse into the real-world efforts of medical professionals, making the practice feel more relatable and trustworthy. Adding a thoughtful caption about the team's commitment to patient care or the importance of their work helps reinforce a strong and compassionate brand identity.
3. Public health messages
Public health messages are a great way for doctors to educate their audience and spread awareness about important health issues. A short, engaging video like this delivers a clear and impactful message, making complex medical topics easier to understand. Using eye-catching text, emojis, and subtitles ensures the information is accessible and attention-grabbing. Pairing these posts with a strong call to action—such as encouraging followers to share or ask questions—helps maximize engagement and reach.
4. Education
Educational posts help doctors share valuable medical knowledge in an engaging and easy-to-understand format. A well-designed infographic or carousel like this breaks down complex topics into digestible pieces. This makes it more accessible for patients and healthcare professionals alike. Using simple visuals, clear language, and a structured layout enhances learning and encourages audience interaction. Adding a caption with key takeaways or a call to action—such as "Save this post for later" or "Share with someone who might find this helpful"—boosts engagement and reach.
5. Entertaining doctor humor
Medical humor is a great way to add personality to your Instagram feed while engaging with both colleagues and patients. A lighthearted comic like this brings a relatable and fun touch to your content, making your practice feel more approachable. Sharing doctor-specific jokes or memes can also foster a sense of community among healthcare professionals while providing a break from more serious medical topics. Just be sure to keep humor professional and appropriate for your audience. Adding a witty caption or encouraging followers to tag a friend makes these posts even more shareable.
6. Before and after examples
Before-and-after images showcase the life-changing impact of medical procedures, making them a powerful form of content for doctors on Instagram. A post like this highlights the skill, precision, and dedication of surgeons, while also educating the audience about the possibilities of modern medicine. These visuals help build trust with potential patients and inspire confidence in the expertise of medical professionals.
7. Inspirational messaging
Inspirational messaging helps doctors connect with their audience on a deeper level, offering motivation and encouragement. A positive message resonates with both healthcare professionals and patients, reminding them of the strength and resilience needed to overcome challenges. Sharing uplifting quotes, personal experiences, or success stories fosters a positive and supportive community, and can really make the difference for someone going through a difficult time.
5 tools to help you get the most out of your Instagram for doctors’ business account
A strong Instagram strategy is easier to manage with the right tools. While there are many, here are some fundamental ones to get you quickly moving.
1. Later – Plan and schedule posts effortlessly
Later is a powerful Instagram scheduling tool that allows doctors to plan posts, Stories, and Reels in advance. This makes it easier to maintain a consistent posting schedule, ensuring that educational content, health tips, and practice updates reach your audience regularly.
Best practices this tool helps you cover:
- Posting high-quality visuals and videos
- Using Instagram Stories and Reels for engagement
- Engaging with followers consistently
- Running promotions and special offers
2. Curator – Embed your Instagram feed on your website
Curator makes it easy to showcase your Instagram content directly on your website. For doctors, this means potential patients can see real-time updates, health tips, and behind-the-scenes moments from your practice without leaving your website.
Best practices this tool helps you cover:
- Embedding your Instagram feed on your website
- Showcasing positive patient experiences
- Posting high-quality visuals and videos
- Building trust and credibility
3. Canva – Create professional Instagram content
For designs, use Canva. It’s an easy-to-use design tool that helps doctors create visually appealing Instagram posts, educational infographics, and engaging Stories.
Best practices this tool helps you cover:
- Posting high-quality visuals and videos
- Using Instagram Stories and Reels for engagement
- Running promotions and special offers
4. Iconosquare – Track analytics and engagement
Iconosquare provides doctors with in-depth Instagram analytics, helping them track engagement, follower growth, and post performance.
Best practices this tool helps you cover:
- Engaging with followers consistently
- Leveraging hashtags and geotags for visibility
- Posting high-quality visuals and videos
5. Mojo – Create engaging Instagram Stories
Mojo offers animated templates for Instagram Stories, making it easy for doctors to create polished, professional-looking content.
Best practices this tool helps you cover:
- Using Instagram Stories and Reels for engagement.
- Engaging with followers consistently
- Posting high-quality visuals and videos
Want to post your Instagram feed on your website? Try our free forever feed.