You Planned What to Post. Nobody Planned the Replies.
A clinic will spend weeks agreeing what it is comfortable publishing, and then somebody describes their symptoms in a public comment and asks what they should do. That comment cannot be answered, cannot be ignored, and cannot be deleted without it looking like something was hidden. It arrives on a Saturday, in front of everybody, and the response is decided in ninety seconds by whoever happens to be holding the phone.
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Six messages every clinic eventually receives in public
Each of these needs a decided answer, and each one is answered badly when it is answered for the first time under pressure.
- Symptoms described in a commentWith a direct question attached
- A complaint about careWhich you cannot discuss at all
- A request for a diagnosisFrom somebody who is not a patient
- Advice from a strangerWrong, and posted under your content
- Someone in genuine distressOut of hours · needing a real answer
- A photo you did not consentTagged, shared, and now yours to handle
The second row is the one that most often goes wrong, because the instinct is to defend and every word of a defence discusses a patient in public. The only safe reply is one that acknowledges, offers a private route, and says nothing about the care — and it has to be written in advance, because nobody composes that calmly while reading a complaint about themselves.
Write the replies while nothing is going wrong
The single most useful deliverable on a clinic account is not a content calendar. It is a short document of prepared responses: what gets said to a symptom question, what gets said to a complaint, what happens when someone appears to be in distress, and who is called and how quickly. Written on a quiet afternoon, agreed by whoever is clinically responsible, and kept somewhere the person holding the phone can find it in twenty seconds.
The symptom question deserves its own paragraph because it is constant. Answering it is practising medicine on a comment thread with no history and no examination. Ignoring it looks cold in front of an audience. Deleting it looks like concealment. The reply that works acknowledges the person, declines the specifics without sounding like a legal notice, and gives a real route — a number, a booking link, or where to go if it is urgent. It is three sentences and it should be the same three sentences every time.
Consent is the other half, and our position is deliberately conservative. Nothing identifiable is posted without documented consent, obtained separately from any consent to treatment, and a record of it kept where it can be produced. That includes the reception area, the waiting room and the staff photograph with a patient visible in the background. Where consent cannot be evidenced, the content does not go out, and we would rather lose a good post than have that conversation later.
What is left is genuinely good material and it is usually under-used: what actually happens at an appointment, how long things take, what a procedure involves, what to bring, why the wait is what it is. Almost every question a clinic gets asked in a comment is one that could have been answered by a post, and that is the most productive place for the content effort to go.
- ✓Prepared replies, agreed clinically — Written on a quiet afternoon, findable in twenty seconds.
- ✓One answer to the symptom question — The same three sentences every time. Acknowledge, decline, route.
- ✓Complaints get no detail, ever — Acknowledge, offer a private route, say nothing about care.
- ✓Consent documented separately — Including backgrounds. No evidence, no post.
- ✓Answer the questions in advance — Most comment questions could have been a post.
Nobody composes a calm reply to a public complaint while reading a public complaint about themselves.
What we set up for a clinic
Six things, and the first three exist before a single post goes out.
A Prepared Response Document
Symptom questions, complaints, distress, wrong advice from strangers. Agreed by whoever is clinically responsible and kept where the person on the phone can find it.
An Escalation Route
Who is called, how quickly, and what is said in the meantime — including out of hours, because that is when the difficult message usually arrives.
A Consent Process That Holds
Documented separately from treatment consent, recorded where it can be produced, and applied to backgrounds as well as subjects. No evidence, no post.
Content That Pre-Answers
What happens at an appointment, how long it takes, what to bring, why there is a wait. Most comment questions could have been a post, and this is where the effort pays.
Monitoring With Stated Hours
Covered hours published rather than implied, so nobody is waiting on a reply that was never going to come before Monday.
Reviews Handled Carefully
Including the difficult ones, where the reply must acknowledge without discussing anything about the person or their care. Read far more closely than the good reviews.
What clients say
Real clients, quoted in their own words — published with their permission.
“It was a pleasure working with Ghalib and his team.”
“We’re very thankful to Ghalib and his team for building a fully-functioning website for our business.”
“Ghalib’s clear guidance has helped improve our website’s SEO performance.”
More of them, in full, on our reviews page.
— Our Proprietary Methodology —
The Visibility Framework™, applied in Healthcare
The method doesn’t change by market. What it’s pointed at does.
Audit & Listen
Existing accounts, competitor feeds, audience demographics and every comment and review already written about you. Ends with a recommendation on which platforms to keep.
Position & Plan
Content pillars, brand voice, visual direction and a first calendar — agreed with you before a single post is produced.
Produce & Publish
Shooting, editing, writing, scheduling and replying. The part that has to happen every week without fail, which is where most in-house efforts quietly stop.
Amplify & Refine
Budget behind proven pieces, formats that underperform dropped, and the calendar rewritten monthly around what the data actually said.
Honest, No-Nonsense Commitment
Nobody controls a platform’s algorithm, so we will never promise you a viral post or a follower number. What we do commit to: the agreed content volume ships every month, every comment and DM is answered inside the agreed window, and if we miss either, that month is on us.
Social Media Management pricing for Healthcare, in USD
Priced monthly, with the response document and escalation route produced first and charged once. None of this is regulatory or clinical advice — we build the process so your own clinical governance can be followed, and every prepared reply is agreed by whoever is responsible for it, not by us.
Managed Replies
Monitoring only, no content.
- Response document and escalation route
- Stated covered hours, published
- Comments, messages and reviews in one place
Clinic
The usual one. Content plus replies.
- Everything in Managed Replies
- Content that pre-answers common questions
- Consent process built and applied
- Optional: bundle in SEO or Website Development
Group
Multiple sites or practitioners.
- Per-site accounts with shared rules
- Practitioner accounts supported consistently
- Incident process agreed and rehearsed
- Optional: combine all 4 services for full-funnel growth
Every plan is scoped around your market — get a free audit and we’ll recommend what fits, priced in USD.
What you’re actually committing to
Most agencies keep this in a contract you only see after the sales call. We would rather you knew now, because it is the question everyone asks second — right after the price.
- A 3-month initial term, then month to monthThree months is the shortest period in which a content approach can be judged honestly — month one is mostly setup and production. The wider industry standard is 6 to 12 months.
- 30 days’ notice to stopNo exit fee and no buy-out of the months you haven’t used. You leave when you decide to, not when the contract lets you.
- No setup or onboarding feeThe audit is free, and month one costs exactly what month two costs. Nothing is front-loaded.
- You own everythingAccounts, page roles, ad accounts, raw footage and every finished asset — in your name from day one, and still yours if we part ways.
- Ad spend never touches our invoiceYou pay the platform directly and keep the billing under your own control. Our fee is our fee.
- An agreed response windowThe time we commit to replying to comments and DMs is written into your agreement, not left to goodwill.
These are the terms as they appear in the agreement itself — nothing here is softened for the website. The full wording lives in our terms and conditions, and you get the agreement to read before anything is signed or invoiced.
Healthcare Social Media Management questions, answered
Related Social Media Management pages
Same service, different angle — by market, by discipline and by platform.
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Get in touch with Ghalib Ashrafi HQ
Ghalib Ashrafi takes on work for brands in six markets — the UK, USA, UAE, Saudi Arabia, Australia and Pakistan. Every enquiry gets a reply within 24 hours.