Boston Scientific accounts are for healthcare professionals only.
How to get started
Best practices
Social media resources
Copy guidance
Crafting messages that educate and resonate
When writing copy for social media, the goal is to sound approachable yet knowledgeable. Think of your caption as a conversation starter with someone who may be nervous, curious, or uninformed about their health. Here are key tips:
- Keep it conversational: Write like you speak – clear, kind, and informative.
- Use plain language: Avoid medical jargon when possible. Swap “gastroesophageal reflux” for “chronic heartburn.”
- Lead with a hook: Start with a question or relatable problem to grab attention but try not to sound too gimmicky (e.g., “Tired of feeling bloated every day?”).
- Add a call to action (CTA): Prompt readers to do something – “Learn more,” “Talk to your doctor,” or “Watch our video.”
- Use hashtags strategically: Add 2–4 relevant hashtags (#GutHealth #GIdoctor #WeightLossJourney #ColonoscopyAwareness) to increase discoverability.
Pro tip
Photos of YOU and your team perform better than stock photos. Patients want to see who they are trusting with their care.
Example social posts
Paid social media
What is it?
Paid social media marketing refers to using budget to boost your posts or run targeted ads on platforms like Facebook, LinkedIn, Instagram, and TikTok. Unlike organic posts that reach only people who follow you, paid posts are shown to custom audiences based on demographics, interests, or location – so you can reach more potential patients, faster.
It’s especially effective for:
- Educating on new services like ESG or intragastric balloons
- Driving traffic to your website or consultation page
- Raising awareness about common but often ignored symptoms (like chronic reflux or bloating)
- Paid campaigns allow you to reach patients who may not know these options exist – and help them take the next step.
How to execute
Launching a paid campaign is easier than it sounds. You don’t need a marketing agency or big budget to get started.
How to measure
The value of paid social media comes from trackable results. Here’s what to watch:
| Metric | What it means | Why it matters |
|---|---|---|
| Impressions | How many times your ad was seen | Measures reach and brand visibility |
| Click-through rate (CTR) | % of viewers who clicked your link | Indicates ad effectiveness |
| Cost per click (CPC) | How much you’re paying for each click | Helps optimize your budget |
| Conversions | Actions taken (e.g., form filled, call made) | Shows return on investment (ROI) and lead generation |
| Engagement | Likes, shares, comments | Signals resonance with your message |
Pro tip
Use your website or scheduling platform to track how many patients came from your ads. Ask new patients how they heard about you – many will mention, “I saw you on Instagram.”
Paid social media marketing helps you reach the right patients with the right message at the right time – and gives you the data to keep improving.