I shared a reel on this last week on my Instagram page and it got A LOT of attention, so I wanted to expand a little on my thoughts here for you all.
It’s very common to be torn between building your personal brand page and your clinic page. Sometimes your personal branding page is where you first start showing up on social media, which is a great idea to start growing your following. You might even never have a clinic page!
One point to remember is that your clinic page will serve ONE main purpose – it will show people who you are. It is used to show your clinic, your services and how you can help your patients. Generally your followers find you because they have searched for you. Occasionally they may look you up if they are looking for a new Osteopath, but normally our patients choose google for this. I don’t believe you need to show up a whole lot on this page. Think about the clinics that you might follow, when they do show up too much it tends to be a little overbearing. Content pillars for this page should include things like:
- About the clinic/team/values
- Services that you offer/conditions that you treat
- Products that you sell
Show up on this page once a week, in order to keep your followers engaged and so that they continue to see your content (as a side note when we don’t post for a few weeks, any new followers will fall off the 2 week train and then wont see your content in their feed again).
Your personal page (personal business page that is) can do all of that, plus so much more! Your personal page can show clients who you are, so that they start to build a relationship with you before you even meet them. Ive had many new patients come from Instagram, and I think it’s a great way to start finding new patients and connecting with your current patients. Another thing you can do on your personal page is start attracting the patient that you want to see, ie your ideal patient. I get it, in your graduate year you are really just happy to see anyone! But as time goes on you may find a specific type of patient that you like to treat (and get great results with), and then you can start creating content just for that patient. It’s so much easier to create content when you know WHO you are talking to. You can show up on this page as much as you like! I would recommend 3-4 times per week so that the algorithm/instagram knows that you mean business and they will start pushing your content to people that they think will find it valuable (ie you’ll get more followers). If you don’t post often or sporadically, unfortunately your content isn’t being seen by people other than your followers (and thats if you keep them on the 2 week train).
Your content pillars for your personal branding should be topics such as:
- About you/values/personal life
- Topics of interest x 2
- Your treatment style, management approach, rehab approach
So the answer is – you need to do both. If you currently don’t have a clinic page (ie you work for someone else) then great! You don’t have to worry about this at all and you can start building a personal branding page. I really hope you have found this information useful and remember if you need any help building your personal page or clinic page then my course Building your Brand will be perfect for you. Get started with the course here.