Social Media Strategies: Determining Your Optimal Path for Practice Growth

Episode 30

As of 2025, 63.9% of the world's population uses social media, with an average of 2 hours and 21 minutes of daily usage according to Smart Insights. That's massive reach — but most private practices are posting without purpose, spending without measuring, and confusing activity with strategy.

The Most Common Social Media Traps

Brandon outlines the patterns he sees repeatedly: paying for posts without tracking ROI, assigning social media to people who enjoy it rather than those skilled in data analysis, inconsistency, ignoring engagement, poor quality visuals, and never defining a goal beyond 'having a presence.' His blunt verdict: if you can't answer what outcome a post is driving, you're paying for a transaction, not a transformation.

The case study that illustrates this: a pediatrician spending $500/month for 25–30 posts had no idea how many clients came from those posts. Brandon helped him define two social media buckets — one for community education and referral development, one for a medical assistant recruitment campaign disguised as a professional development group. Both had measurable goals. Both delivered ROI. Tools like HubSpot and Google Analytics can help you finally put numbers behind your social presence.

Two Ways Social Media Grows Your Practice

Client acquisition and talent acquisition. Most practices focus exclusively on clients — but some of Brandon's most impactful social media strategies have been about attracting better staff. Building a visible brand as an employer of choice, showcasing your culture, and creating a digital fishing pond for ideal candidates can generate more long-term practice value than any patient-facing campaign.

Defining Your Social Media Goals

Brandon's framework:

1. Define specific, measurable objectives.
2. Analyze your target audience by demographics and engagement patterns.
3. Monitor content performance — not just likes, but conversions and calls to action.
4. Use third-party analytics tools.
5. Benchmark against competitors.
6. Continuously test, adjust, and improve. As Jay Bear said: content is fire. Social media is gasoline.