Post ideas for clinics: 26 topics without patients

You won’t run out of post ideas for your clinic if you sort them into six series: team, treatments, patient questions, prevention, behind the scenes, and equipment and events. Each gives 4 to 5 ideas, 26 in total. At two posts a week, that lasts 3 months, and none of them needs a patient in shot.

Most guides tell you to build the profile on before-and-after photos and reviews. For a clinic, that is the hardest route, because each of those posts needs the patient’s signature. Example: if finding a topic takes 30 minutes before each of 8 posts a month, that’s 4 hours a month, or 48 hours a year of a team member’s time. With series, that time disappears. You just pick the next topic.

Six series replace the hunt for ideas

A series is a recurring type of post that followers learn to recognise. Whoever runs the profile no longer invents a topic from scratch. They simply take the next instalment. Each series below also lists what to avoid.

The team and doctors

1. The doctor in 30 seconds: who they are, what they do and what they enjoy about their field.
2. A day with the dental hygienist or physiotherapist, from arrival to closing time.
3. Reception shows how booking works and what to bring.
4. A new colleague: their first week at the clinic.
5. A course the doctor has just come back from, and what they’ll bring from it into the practice.

Avoid words like “top-class” and “the only one in Prague”, and don’t compare yourself with other doctors.

How a treatment works

6. The first visit step by step, with a colleague playing the patient.
7. What happens during [treatment], explained on a model of a jaw or spine.
8. How many visits the treatment takes and how long each one lasts.
9. Three instructions the doctor gives for the day after treatment.

Avoid lines like “it doesn’t hurt at all” and “the result lasts forever”.

Patient questions

A typical afternoon at reception: a patient pays and, while chatting, asks whether they can eat straight after treatment. That exact question is a ready-made post.

10. Question of the week from reception, answered by the doctor.
11. Myth versus fact in a carousel (a post made of several images that people swipe through).
12. How much [treatment] costs and what the price includes, based on the price list.
13. What health insurance covers and what the patient pays on top.
14. What to prepare before a first visit.

You can copy the caption for this series:

Question from reception: [patient’s question] [Doctor’s name and title] answers: [answer in your own words, 2 to 3 sentences]. Every case is different, so we’ll go through the details at a consultation. Book at [link] or call [phone number].

Don’t answer questions in the comments with a diagnosis. Give a general answer and offer a consultation.

Prevention

15. One mistake in home care and how to fix it.
16. A 2-minute desk exercise from the physiotherapist.
17. A seasonal topic: sport in summer, sweets at Christmas.
18. What the doctor checks at a preventive check-up.

Don’t use scare tactics: a photo of a ruined tooth has no place on a clinic’s profile.

Behind the scenes

19. Instrument sterilisation in 15 seconds.
20. The morning before opening: how the surgery gets ready.
21. How reception fills free slots in the calendar.
22. A new waiting room or a refurbishment.

Equipment and events

23. A new device: what the patient sees during the examination and how long it takes.
24. The clinic’s anniversary or a talk at a school.
25. An open day.
26. Changed opening hours or a holiday, with a link to booking.

Don’t repost the manufacturer’s promotional video. Instagram says it is less likely to recommend reposts and content with a visible watermark. Your own footage of the device, shot on a phone, will reach further.

Patient results belong in your content only with written consent

Before-and-after photos are persuasive, but each one needs a patient’s signature and careful record-keeping. A free audit will also check whether your current profile meets the rules of the Czech Medical Chamber (ČLK) or the Czech Dental Chamber (ČSK) and the GDPR. The PDF arrives by email within one working day.

The legal framework is brief. Doctors are bound by § 2(9) of the Czech Medical Chamber’s Code of Ethics. Dentists are bound by § 58(3) of the Organisational Rules of the Czech Dental Chamber, which allows before-and-after photos if they clearly state that the result may look different for another patient. Patient photos and stories fall under Article 9 of the GDPR, which protects health data. Promises of results are restricted by § 2(1)(b) of Act No. 40/1995 Coll. (the Czech advertising act), which treats such advertising as an unfair commercial practice. You’ll find the details in our overview of the Czech Medical Chamber’s Code of Ethics and advertising.

So treat results as an occasional extra and build the profile on everything else. None of the 26 ideas above needs patient consent. You only need consent from the team members in shot.

A phone and one morning a month are enough for filming

You don’t need a studio: you can film a month of content in 2 hours on a quieter day in the calendar. Shoot vertically, by a window or under the surgery’s ceiling light. Put the phone on a tripod and clip a cheap lapel microphone to the doctor. Without one, the surgery sounds hollow.

Check the background before every shot. A monitor showing a patient record, a board with names or an open calendar at reception must stay out of the frame.

Doctor Dent’s social media is built on regular filming and reels. Post reach rose by 100%, and the profile gained 510 followers in 7 months. ED Clinic gained 1,500 followers in a year, and average post reach rose by 200%. Our article on Instagram for dental clinics covers what works on a clinic’s profile in more detail.

Where this falls short: series decide what to publish, but not who sees it. A profile with a few hundred followers also needs Meta ads, and both clinics above use them. And if your calendar is fully booked a month ahead, more followers won’t bring you new patients.

Frequently asked questions

How often should a clinic post?

A smaller clinic without its own social media manager can manage 2 posts a week and a few stories. Consistency matters more than volume: one filming morning gives you material for the whole month.

What if the doctor doesn’t want to be on camera?

Start with hands and voice. The doctor explains a treatment on a model while the camera shows only the instruments, or speaks off camera. The hygienist or a receptionist can also be the face of the profile.

Prepare your first month of content this week

1. On Monday, give reception a sheet for noting down patients’ questions over 5 days.
2. On Wednesday, pick 8 of the 26 ideas for next month, at least one from each series.
3. On Friday, block 2 hours in the calendar for filming and agree which team members will be in shot.