Social media can be a great place to connect with patients and grow the reach of your practice.

It can also be a huge waste of time, energy, and effort.

Before you start blindly posting (or worse, paying an agency to make generic posts for you), it's critical to understand why and how you should use a particular social media channel.

I'm a believer in the Pareto Principle: 20% of your efforts generate 80% of your results.

With social media marketing, identifying the 20% that moves the needle is key.

Let's break it down.

📖 Facebook The Go-To for Older Adults. Ideal for Community Building.

• Most older adults are familiar with Facebook.
• Share patient testimonials, clinic events, and photos of the team.
• Build a more personal connection with patients and candidates.

Pro Tip: Use Facebook Ads targeting specific age groups for maximum reach.

📸 Instagram Visual Stories. Engage Younger Audiences.

• Showcase behind-the-scenes moments.
• Share patient testimonials in a visual format.
• Highlight the latest hearing aid technology.

Pro Tip: Use Instagram Stories for limited-time promotions or events.

💼 LinkedIn For the Professional Older Adult. Ideal for Referral Marketing.

• Older professionals often use LinkedIn for networking.
• Share clinic milestones, team achievements, and industry news.
• Connect with other local healthcare professionals for referrals.

Pro Tip: Join audiology and healthcare groups to stay updated and engaged.

📹 YouTube The Second Largest Search Engine. Engage Through Visual Education.

• How-to videos, especially around hearing aid maintenance, resonate with older adults.
• Host expert interviews on age-related hearing health topics.
• Ensure clear audio and legible subtitles.

Pro Tip: Collaborate with other health professionals for cross-promotion.

🐦 Twitter/X For the News-Savvy Older Adult. Quick Information Sharing.

• Share latest research on hearing health.
• Engage with local community events and news.
• Keep content concise and straightforward.

Pro Tip: Use polls to understand patient concerns and interests.

🎵 TikTok Emerging Older Audience. Ideal for Short, Engaging Content.

• While primarily for younger audiences, older adults are joining the platform.
• Share fun, short clips about hearing aid tech or clinic life.
• Use trending sounds to increase discoverability.

Pro Tip: Keep content light-hearted and avoid over-complicating.