What to post
- Answers to common questions you hear in the clinic every week.
- Short exercise demonstrations with clear cues and who they suit.
- Myth-busting, carefully: "Do I need a scan for back pain?"
- What to expect from a first physio visit, to lower the fear of booking.
Keep it general and helpful. Individual advice needs an individual assessment.
Choose one or two channels
You do not need to be everywhere:
- Blog posts are found on Google for years. Write the answer you give patients, in their words.
- YouTube suits exercise videos and longer explanations.
- Instagram and TikTok suit short tips and showing your clinic's personality.
Choose the one you will actually keep doing.
A realistic rhythm
One good post a week beats seven rushed ones followed by silence. Batch-record several short videos in one session.
Stay within the rules
In Australia, advertising a regulated health service must follow the National Law: no testimonials, no misleading claims, and no creating unreasonable expectations. Be careful with before-and-after content and patient stories. Get written consent before showing any patient.
Turn viewers into patients
Every post should make the next step easy: a link to book online, or to join your email list. See online booking and building an email list.
Know your niche
Content works best when it is clearly for someone: runners, new mums, office workers, older adults. See finding your niche.
Frequently asked questions
Does social media bring physio patients?
It can, slowly. Helpful, regular content builds trust, and people often book months after first seeing you.
Can physios use patient testimonials in Australia?
Advertising a regulated health service with testimonials is not allowed under the National Law. Focus on education instead.
How often should a physio post?
As often as you can keep up with good quality. Once a week is a solid start.