Summary of presentation from Natalie Clarke with so.med at the 2025 PMI Conference
Are you looking to enhance your pediatric practice’s social media presence without spending countless hours learning new platforms or creating endless amounts of content? Natalie Clark, co-founder of soMed and social media management expert, shared her essential, time-saving tricks designed specifically to help pediatric practices increase their visibility, engagement, and impact online. From understanding your audience to establishing your brand voice, these strategies are designed to help your practice stay relevant and become a trusted source for your patient families—all while saving you time and energy.
First, consider the importance of knowing your audience and tailoring your content accordingly. The majority of your audience on platforms like Facebook and Instagram are local families, caregivers, and extended relatives—not your patients themselves. Content must be quick, easily readable, and visually accessible across all device sizes. Focus on concise, clear graphics with minimal text, and always design with your primary audience's needs in mind. For each platform, consider what style of content your audience prefers—Pinterest users may want photo-based, instructional content, while Instagram followers might enjoy short, relatable videos or reels.
Second, balance your content mix. Many practices fall into the trap of only posting holiday or seasonal content, but families are seeking helpful, medically-relevant posts. Consistently share posts about wellness visits, vaccines, local health updates, and practical tips for common issues. Don’t shy away from simple, unscripted videos—parents appreciate authentic, easy-to-digest advice, especially if it relates to current community health topics or trends. Share your expertise through approachable videos and encourage all your providers, not just physicians, to participate.
Third, brand consistency and workflow integration are key to saving time and building trust. Develop brand standard documents with your logos, colors, and preferred fonts, and use tools like Canva for easy template-based content creation. Link your Facebook and Instagram accounts through Meta Business Suite, allowing you to batch-schedule posts for weeks at a time—completely free. Make sure your website, printed materials, and in-office signage all reflect your social brand, ensuring a seamless, recognizable experience for families whether they meet you online or in person.
Fourth, measure your success and adjust engagement tactics. While likes and comments are valuable, don’t overlook post reach and shares—hundreds of views may still mean your message is resonating, even if quieter. Ask staff to share posts, embed social feeds or top posts in newsletters and your website, and incorporate reminders into your office workflow to drive families to your platforms. Small steps like printing and posting QR codes in your waiting area can dramatically increase reviews and followers with minimal effort.
In summary, a strong, time-efficient pediatric practice social media presence relies on understanding your audience, creating a thoughtful mix of content, unifying your brand, leveraging automation tools, and empowering your whole team to participate. When demand outpaces your resources, it’s okay to outsource to vetted experts who understand pediatric needs and medical communication. Today’s families are searching for trustworthy, local healthcare information—and with just a few targeted actions, your practice can become their go-to source.
Five Practical Takeaways:
1. Know your audience. Focus your posts on local families and caregivers and deliver content in short, clear formats suited for mobile devices.
2. Balance and diversify content. Share a mix of medical advice, relatable staff stories, and timely local health updates—don’t just post holiday greetings.
3. Leverage time-saving tools. Use Meta Business Suite for free scheduling and Canva for branded, templated graphics, batching content creation to save time.
4. Engage your team and workflow. Involve staff in sharing and discussing posts, and use in-office prompts (like QR codes) to drive followers and reviews.
5. Track real impact over vanity metrics. Monitor post reach and shares in your analytics, and let actual engagement guide your future content strategy.
With a strategic, organized approach, your pediatric practice can maintain a strong social media presence—and you won’t have to do it all yourself. Empower your team, make use of digital tools, and don’t hesitate to outsource when needed, ensuring your expertise stands out in your community and online.