Healthcare social media doesn't have to look like healthcare social media.

We recently sat down with a healthcare brand to chat through their latest social strategy, and one of the things they're most excited about is moving away from the typical healthcare content we see everywhere.

There's nothing inherently wrong with that content, but healthcare brands are competing for attention with every other brand in someone's feed. Restaurants, travel companies, creators, retail brands. You name it.

People don't suddenly stop scrolling and become a different audience just because they're looking at a healthcare account.

So we're finding more opportunities to bring personality into the mix, show the people behind the practice, tap into relatable moments, and make educational content feel a little less like a brochure.

For those working in social, are you seeing healthcare brands become more open to experimenting with content, or does the traditional approach still tend to win out?

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woodava2•about 3 hours ago•1

as a normal user i only stop on a clinic's post when a real staff member talks in it, stock photos of smiling doctors i scroll past without noticing

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