Radio Front Desk

What’s the point of posting anyway? How to get comfortable with social media (even if it’s not for you)

• Jane.app • Season 2 • Episode 20

Share episode

If no one can find your clinic’s social media account, do you even exist to them? 

This week, Denzil explores why showing up online (even just a little) matters more than you might think. Inspired by a conversation with Michael Lau of The Prehab Guys, she explores how social can become less of a chore and more of a quiet invitation to be discovered. You’ll hear her touch on:

  • Starting small and adjusting as you go
  • The myth of “going viral” in clinic marketing
  • Ways to stay visible without being personal
  • When social media is worth it, and when it’s not

For anyone feeling the pressure to “do it all” online, this episode offers a grounded reminder: you don’t need to go viral,  you just need to be findable.

Got a story, tip, or question? Denzil would love to hear it. Reach out anytime at frontdesk@jane.app.


SPEAKER_00:

Oh hi everyone, Denzel here. Let me kick things off with a provocative question. Does your clinic really exist if it doesn't show up on social media? I don't mean existentially. You're real, I promise. I mean practically. If someone searches for your business on Instagram and finds nothing, do you exist to them? Maybe not. When it comes to social media, it's tempting to say, no, not for me. And I get it. I find that it can sometimes feel noisy and a little performative. But here's the tricky part. Even if you're not into it, your patients still are. And they're probably looking for you there. But wait, you don't have to panic just yet. On a recent episode of Radio Front Dusk, I asked Michael Lau of the Prehab Guys what he really thought about social media. And I wasn't expecting his answer. Even though the Prehab Guys have over a million followers on social media, he doesn't actually think that it's the be all end all. His view on social media is actually a lot more relaxed. He says that you don't need to win at it. You just have to exist. Think about it this way: when I look up a clinic online and I don't see a social media presence, it can feel like a red flag. I can't get a sense of who they are, and I can't peek behind the curtain. So without that, it's harder to immediately trust that this is the right place for me. Whether we like it or not, social media is often one of the first touch points that future customers will have with a clinic. And it's also our first opportunity to build trust without doing anything too extra. I know it's scary to put yourself out there on social media. I feel it too. But from my conversations with many clinic owners who've been there and done that, it doesn't have to be big, bold, constant, or even perfect. It just has to be there. So if you're not sure where to start, here are a few things that I suggest. First, try something and watch what happens. When it comes to social media, I don't think there's one magic playbook. The best strategy I've seen, try something, watch what happens, and then adjust. Consider it an experiment. Post a photo and see what resonates. You don't have to get it right out of the gate. In fact, most people don't. But when you treat it like a little lab instead of a stage, it feels a lot less intimidating. So just try something and then tweak it if you need to. Another thing to keep in mind, forget about going viral. I've heard that one of the biggest hangups people have about social media is the pressure to perform. But in a clinic setting, that's probably not the right way to think about the role of social media in your marketing. Your goal isn't to go viral, it's to show up where your potential patients are and make it easy for them to find you. It's not about reaching everyone. You just have to reach your people. The third thing is to remember that it doesn't have to be all about you. Some folks feel icky about putting their face or voice out there, and I get that. So if part of the hesitation is that you don't want yourself on social media, there are ways to show up without showing your face. You can highlight your space, your team, or even your services. You can create an online presence that's about your clinic, not just your persona. I think people do connect with people, so having a human touch helps. But you don't need to share everything. Boundaries are important. Sometimes the best stories come from just a slice of the whole truth, as long as it's told thoughtfully. So start by sharing a sliver of your story for people to connect with. And who knows? That initial sliver could be the spark that you need to start feeling like social media can work for you. And finally, don't put too much effort into it if it's not worth it. It could be that your audience might not be as into it, and that's okay. Picture a fertility clinic, for example. When you're servicing a customer demographic that's often searching for information constantly, building community, and seeking out resources, you likely want to be online. That's where they're gonna find you. But other clinics might not need to push as hard. If you've got a clinic in a high-density location with constant foot traffic, your marketing might be built into the neighborhood itself. In those cases, social media might not be the basket to put all your eggs in. Although, one or two couldn't hurt. So, no, you don't need to chase every trend or turn content creation into a second job. Just don't disappear. At the very least, leave a little digital trail. Just enough for someone to find you, feel a spark of connection, and take that first step through your door. That's all I have for today, but I'd love to know how you feel about social media. If you've got something that works or doesn't work, send me an email at frontdesk at jane.app. Hearing from you is always a treat. Until next time, I'm Denzel Ford, and you've got this.