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How do you take a serious, often complex industry and make it engaging online? These five healthcare brands have cracked the code.
When you think of healthcare brands, social media might not be the first thing that comes to mind. However, in 2025, some of the most innovative content strategies are coming from healthcare businesses using platforms like Instagram, TikTok, and X to educate, engage, and build trust with their audiences.
For social media managers, the challenge is real: how do you take a serious, often complex industry and make it engaging online? These five healthcare brands have cracked the code, proving that with the right mix of creativity, authenticity, and strategy, even healthcare content can go viral.
Let’s take a look at what they’re doing right—and what you can learn from them.
1. Cleveland Clinic
Cleveland Clinic has mastered the art of blending education with engagement. Their social media strategy revolves around providing valuable, easy-to-digest health tips, breaking down complex medical topics, and leveraging trending formats to keep their content fresh.
Cleveland Clinic makes healthcare knowledge accessible by using Instagram carousel posts to deliver digestible health tips and X threads to debunk medical myths. They also engage with their audience by responding to questions in the comments and incorporating interactive elements like quizzes in their Instagram Stories.
Their strategy works because they’ve positioned themselves as both an authority and a helpful friend. Their educational yet conversational tone builds credibility while keeping the content engaging and approachable.
The takeaway? Find ways to simplify complex topics and encourage direct engagement with your audience.
2. Zocdoc
Zocdoc brings humor and relatability to healthcare, setting its brand apart from the industry's typically serious tone. Through its clever adoption of content like Instagram memes, the brand perfectly captures the patient experience.
Zocdoc also uses short videos to educate its audience, offering bite-sized tips on choosing the right doctor, understanding insurance, and preparing for appointments. By making the healthcare journey less intimidating, Zocdoc turns an often frustrating process into something engaging.
Why does this work? Humor and relatability make healthcare feel less clinical and more human. Ergo, don’t be afraid to use humor to connect with your audience—even in traditionally more serious industries.
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3. Maven Clinic
Maven Clinic is a digital health platform focused on women’s and family health. It uses social media to spark meaningful conversations about reproductive care, parenting, and wellness. Its Instagram feed features educational posts, patient success stories, and expert Q&As, while LinkedIn helpsitm establish thought leadership in the healthcare space.
Their strategy thrives on authenticity, often featuring real stories from patients and practitioners to make their brand feel personal and trustworthy. Their content also taps into cultural moments, such as Maternal Health Awareness Day, to keep their posts relevant and engaging.
Maven Clinic’s approach proves that storytelling is a powerful tool—so consider weaving in real-life experiences to make your brand feel more human and approachable.
4. Tia
Tia, a modern women’s health clinic, takes a bold and vibrant approach to social media. Their Instagram and TikTok feeds are bursting with visually striking infographics, candid discussions about women’s health, and behind-the-scenes clips from their clinics.
They stand out by tackling traditionally taboo topics—like period health and mental well-being—in a way that feels empowering rather than clinical. Their direct, unapologetic tone resonates with their audience, sparking high engagement and increasing sharability.
Why does this work? Tia understands its audience and isn’t afraid to challenge the status quo. For social media managers, the learning is to lean into what makes your brand unique and use bold messaging to create a strong connection with your community.
5. Dr. Mike Varshavski
Dr Mike is proof that personal branding can be a game-changer in healthcare social media. As a board-certified family medicine doctor, he’s built a massive following by breaking down medical topics in an engaging, digestible way. His content includes reaction videos to medical dramas, myth-busting TikToks, and in-depth YouTube explainers on trending health topics.
His ability to mix education with entertainment has made him one of the most recognizable doctors on social media. Whether tackling medical misinformation or sharing behind-the-scenes insights from his practice, his content always feels approachable, informative, and fun.
For social media managers, Dr. Mike’s success highlights the power of personal branding. If your business includes experts or personalities who can be the face of your content, embrace their authenticity—it’s a surefire way to build trust and engagement.
Final thoughts
These healthcare brands prove that with the right strategy, even an industry as serious as healthcare can thrive on social media. Whether through humor, storytelling, bold messaging, or expert-led content, each of these businesses has found a way to stand out and connect with their audience.
For social media managers, the lesson is to embrace creativity while staying true to your brand’s core mission. Whether working in healthcare or another industry, you can adapt these strategies to build a stronger, more engaged online community.
Need help leveling up your social media strategy? Sked Social makes it easier to plan, schedule, and analyze your content so you can focus on what matters—creating posts that truly connect. Get started today!