Bedside manner for the algorithm: Becoming visible, not viral

14 July 2025

Social media success is often imagined as viral posts, millions of followers, and brand deals—but that’s not the goal here

As a clinician, your social media presence can feel like a tricky balancing act: too educational and you risk losing attention; too promotional and it feels out of place (no one wants a hard sell while they’re scrolling Instagram).

But let’s face it: you didn’t go into medicine to become a social media influencer. You trained for years to refine your clinical skills, collect an unfathomable number of letters after your name, and establish yourself as an authority in your field.

The reality? In today’s private practice world, patients don’t just Google symptoms – they Google you

Your online presence is now part of your practice. That includes paid media (things like pay-per-click ads and Facebook campaigns), but it also includes organic social media – the regular, day-to-day stuff: LinkedIn posts, Instagram updates, the occasional story or reel.

Patients, referrers, even other consultants will often check you out online before they hit “book now.” And if your digital footprint is more of a Bigfoot sighting – barely there and hard to find – you’re missing out on valuable referrals, private work, and building trust before the patient even steps into your clinic.

The good news? You don’t need to “go viral” to be visible

You just need to be findable, approachable, and human. That’s where organic social media comes in: simple, consistent content that reflects you.

In this I’ll cover:

• LinkedIn: This is your consultant calling card, but smarter. It’s where you can grow your network, connect with referrers, establish yourself as an authority in your specialty to colleagues and private patients alike.
• Instagram: Your chance to put a voice (and personality) to the face. Furthermore, how Instagram now can help you appear in Google search results – and why that matters.
• Strategy without cringe: How to stay professional, helpful, and relevant – without feeling like you’re selling out.

LinkedIn: Your professional podium

LinkedIn isn’t just about a digital CV – it’s where you build your professional reputation. It’s the go-to place for networking with colleagues, referrers, other consultants whilst also positioning yourself as the authority in your field to the aforementioned and patients alike.

Your LinkedIn, when done well, should say:

• Who you are
• What you specialise in
• Why people should come to see you

Quick LinkedIn checklist for consultants:

A high-quality, friendly but professional headshot

Think less “passport photo,” more “person you’d trust with your surgery” – smile.

A clear headline that says what you do

Skip vague titles like “Consultant Surgeon.” Be specific: “Consultant Colorectal & General Surgeon | Specialist in Hernia & Bowel Surgery | Private Practice in Birmingham.”

An up-to-date “about” section

Write in the first person. Patients and referrers want to know who you are, not just what you do. Share your clinical interests but also your why – why you love your work, and what makes your approach unique.

Highlight services, clinics, and contact details

Make it easy for people to know how to reach you or refer to you – and do this without overcomplicated jargon. Include a call to action: contact your Medmin secretary (and if you don’t have a Medmin secretary, get one – see blog about phones).

Post occasionally to stay top-of-mind

Once or twice a month is fine. Share thoughts on new treatments, myth-bust patient concerns, or comment on relevant health news (keeping it professional, of course). Congratulate peers when they have achievements to celebrate – stay in the loop.

Instagram: Put a voice (and a personality) to the face

Instagram gives you something LinkedIn doesn’t – a chance to show how you are, not just who you are, with a bigger reach of the public.

For patients, this is where you become approachable, not intimidating. For colleagues, it’s where you stay visible and relevant. And from a marketing point of view, Instagram content now appears in Google search results, giving you even more visibility online – and, if done right, can improve your SEO.

Why does instagram matter for consultants?

• Patients search for doctors on Instagram (or find them via Google and end up on Instagram).
• It lets you show your face, your voice, and your values – communicate calmly, show empathy and understanding.
• It makes you feel human, not clinical or distant (despite it being online)

Show personality (without oversharing)

Patients want to know they’ll be heard, not just operated on. You can use Instagram to show:

• Your communication style (calm, friendly, reassuring)
• Behind-the-scenes glimpses of clinic life (no confidential info, obviously)
• Answers to common patient questions in short videos or posts – FAQ posts and videos are also a great tool for increasing your conversions by addressing common questions about the process – do you do telephone consultations? Online? Is there parking at your clinic? How soon can a patient be seen by you?
• Gentle myth-busting around procedures – take this as an opportunity to reduce uncertainty.

“Cringe” can be a side effect

As with anything, putting yourself out there can be awkward, feel unnatural and conjure the dreaded cringe. Self-promotion isn’t about being salesy or showy: it’s about trust.

Patients are far more comfortable booking in with a consultant they’ve seen and heard online. Your referrers are more likely to point patients in your direction if you’re visible and approachable, and your peers are more likely to think of you if they see you sharing valuable insights.

You’re not trying to “go viral”. You’re building trust at scale.

All of this is included in Medmin’s total practice management – alongside end-to-end administration, patient pathway coordination, financial management and more. We make private practice easy – so you can focus on what you’re great at, patient care.

Written by Harry Nelms, Digital Marketing Lead at Medmin