Social media has become an essential tool in our everyday lives because of how easy it is for us to connect with people who are far away from us—the same also applies to businesses and medical practices. Now, medical professionals are able to connect with patients on a personal level, share valuable information, and build their practice’s online presence through different social media platforms.
However, creating engaging social media content while adhering to the Australian Health Practitioner Regulation Agency (AHPRA) guidelines can be quite challenging. Here are some social media content ideas for medical professionals that are not only engaging but also compliant with the AHPRA guidelines.
Let’s get started!
Understanding AHPRA Guidelines
What are AHPRA Guidelines?
The Australian Health Practitioner Regulation Agency, or AHPRA, is the government body that regulates health practitioners in Australia to ensure they provide safe and ethical care to the public. AHPRA advertising guidelines are designed to make sure health providers promote their practice online, prevent misleading or deceptive advertising and protect patient privacy. These guidelines apply to all forms of advertising, including social media.
Key Points of AHPRA Advertising Guidelines
Here are some key points you should consider if you are a medical practice who wants to advertise on social media platforms:
- Truthful and Accurate Information: Ensure that all information shared, or to be shared, is truthful, accurate, and not misleading.
- Patient Privacy: Do not share any patient information without explicit consent.
- No Testimonials: Avoid sharing patient testimonials, as they are prohibited under AHPRA guidelines.
- Health Claims: Do not make unjustifiable health claims or promises of cures.
- Professionalism: Maintain professionalism in all posts and interactions.
Disclaimer: These are just an overview of what practitioners should know when advertising on social media. It’s still crucial to read the AHPRA advertising guidelines as a whole to know your responsibilities and prevent getting penalised.
5 Social Media Content Ideas for Medical Practices
Knowing about the AHPRA guidelines is a vital step before you move on to figuring out what social media content you are allowed to put out. Even with regulations in place, you can still create creative and informative content for your medical practice’s social media pages.
Here are 5 content ideas to get you started:
1. Educational Posts
Educational posts are one of the best ways to provide value to your audience while adhering to AHPRA guidelines. Sharing information about common health conditions can help people become more aware of certain issues and make your audience engage more with the topic. You can also talk about some preventative measures and treatment options.
Examples:
- Infographics: Create visually appealing infographics about common health issues, like the benefits of regular exercise or tips for a balanced diet.
- Myth Busters: Address common health myths and provide accurate information to dispel them.
- Health Tips: Share daily or weekly health tips that are easy to follow and practical.
2. Behind-the-Scenes Content
Giving your audience a glimpse behind the scenes can humanise your practice and build trust with potential patients. Showcasing your team and workplace can help patients feel more comfortable and connected to the people who will be providing their care. You can even give your viewers a virtual tour of your practice.
Examples:
- Meet the Team: Introduce your staff members with fun facts about their roles and interests.
- Day in the Life: Share a day-in-the-life video of a healthcare professional in your practice.
- Office Tours: Give a virtual tour of your practice to make patients feel more comfortable before their visit.
3. Health Awareness Campaigns
Participate in health awareness campaigns and observances to educate your audience on important health issues. This aligns your practice with broader health initiatives and shows your commitment to public health. Doing so can also help build your credibility and enhance patient trust.
Examples:
- Health Awareness Days: Post about National Diabetes Week, Breast Cancer Awareness Month, or World Mental Health Day.
- Preventative Health: Share information on screenings and vaccinations relevant to the campaign.
4. Interactive Content
Engage your audience with interactive content that encourages participation and fosters a sense of community. If you can, go live and answer their questions in real time. Foster a deeper connection with your audience by engaging directly with your audience, addressing their specific concerns and providing personalised guidance (while staying within AHPRA guidelines).
Examples:
- Polls and Quizzes: Create polls and quizzes related to health topics to engage your audience and gather feedback.
- Q&A Sessions: Host live Q&A sessions on platforms like Instagram or Facebook, where you answer common health questions.
- Challenges: Start a health-related challenge, like a step count contest or a healthy recipe swap.
5. Success Stories and Case Studies
We know patient testimonials are a big no-no when it comes to social media content management, but you can still share success stories and case studies in a compliant manner. Just focus on the treatments and outcomes received rather than individual patient endorsements.
Examples:
- Case Studies: Describe a common health issue and the treatment approach used in your practice (ensure no identifiable patient information is shared).
- Success Stories: Highlight general success stories about overcoming health challenges, using hypothetical or composite scenarios to protect patient privacy.
Compliance Tips for Social Media Content Management
Regularly Review Your Content
Regularly review your social media content to ensure it complies with AHPRA guidelines. Provide training for staff involved in social media content management to keep them updated on the latest regulations and best practices.
Use Disclaimers
When necessary, include disclaimers to clarify that the information provided is for general purposes only and not a substitute for professional medical advice.
Seek Expert Advice
If you are still unsure about the compliance of your content, it’s better to seek legal advice or consult with a professional who specialises in healthcare marketing compliance.
Play By the Rules
It’s true how challenging it is to create engaging social media content while still adhering to AHPRA guidelines–but it does not mean it’s no longer doable. With the help of the right strategies and a sprinkle of creativity, you can guarantee that you can still get ahead in your medical marketing.
If you’re looking to see expert advice on whether or not what you’re doing is compliant with the health standards, our team can help you shed light on that. Medical Marketing Australia understands the unique challenges faced by medical professionals in the digital space. We are here to help you face these challenges head-on, and create effective, compliant social media strategies for you.
Ready to engage with your audience? Book a strategy call with us today!
