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

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 [e-mail].

Episode Transcript

SPEAKER_00 (00:04):
Oh hi everyone, Denzel here.
Let me kick things off with aprovocative question.
Does your clinic really exist ifit doesn't show up on social
media?
I don't mean existentially.
You're real, I promise.
I mean practically.
If someone searches for yourbusiness on Instagram and finds

(00:26):
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 sometimesfeel noisy and a little
performative.
But here's the tricky part.
Even if you're not into it, yourpatients still are.

(00:46):
And they're probably looking foryou there.
But wait, you don't have topanic just yet.
On a recent episode of RadioFront Dusk, I asked Michael Lau
of the Prehab Guys what hereally thought about social
media.
And I wasn't expecting hisanswer.
Even though the Prehab Guys haveover a million followers on
social media, he doesn'tactually think that it's the be

(01:09):
all end all.
His view on social media isactually a lot more relaxed.
He says that you don't need towin at it.
You just have to exist.

Think about it this way (01:20):
when I look up a clinic online and I
don't see a social mediapresence, it can feel like a red
flag.
I can't get a sense of who theyare, and I can't peek behind the
curtain.
So without that, it's harder toimmediately trust that this is
the right place for me.
Whether we like it or not,social media is often one of the

(01:43):
first touch points that futurecustomers will have with a
clinic.
And it's also our firstopportunity to build trust
without doing anything tooextra.
I know it's scary to putyourself out there on social
media.
I feel it too.
But from my conversations withmany clinic owners who've been
there and done that, it doesn'thave to be big, bold, constant,

(02:05):
or even perfect.
It just has to be there.
So if you're not sure where tostart, here are a few things
that I suggest.
First, try something and watchwhat happens.
When it comes to social media, Idon't think there's one magic
playbook.
The best strategy I've seen, trysomething, watch what happens,

(02:26):
and then adjust.
Consider it an experiment.
Post a photo and see whatresonates.
You don't have to get it rightout of the gate.
In fact, most people don't.
But when you treat it like alittle lab instead of a stage,
it feels a lot lessintimidating.
So just try something and thentweak it if you need to.

(02:48):
Another thing to keep in mind,forget about going viral.
I've heard that one of thebiggest hangups people have
about social media is thepressure to perform.
But in a clinic setting, that'sprobably not the right way to
think about the role of socialmedia in your marketing.
Your goal isn't to go viral,it's to show up where your

(03:09):
potential patients are and makeit easy for them to find you.
It's not about reachingeveryone.
You just have to reach yourpeople.
The third thing is to rememberthat it doesn't have to be all
about you.
Some folks feel icky aboutputting their face or voice out
there, and I get that.
So if part of the hesitation isthat you don't want yourself on

(03:33):
social media, there are ways toshow up without showing your
face.
You can highlight your space,your team, or even your
services.
You can create an onlinepresence that's about your
clinic, not just your persona.
I think people do connect withpeople, so having a human touch
helps.
But you don't need to shareeverything.

(03:54):
Boundaries are important.
Sometimes the best stories comefrom just a slice of the whole
truth, as long as it's toldthoughtfully.
So start by sharing a sliver ofyour story for people to connect
with.
And who knows?
That initial sliver could be thespark that you need to start
feeling like social media canwork for you.
And finally, don't put too mucheffort into it if it's not worth

(04:16):
it.
It could be that your audiencemight not be as into it, and
that's okay.
Picture a fertility clinic, forexample.
When you're servicing a customerdemographic that's often
searching for informationconstantly, building community,
and seeking out resources, youlikely want to be online.
That's where they're gonna findyou.
But other clinics might not needto push as hard.

(04:38):
If you've got a clinic in ahigh-density location with
constant foot traffic, yourmarketing might be built into
the neighborhood itself.
In those cases, social mediamight not be the basket to put
all your eggs in.
Although, one or two couldn'thurt.
So, no, you don't need to chaseevery trend or turn content
creation into a second job.

(04:58):
Just don't disappear.
At the very least, leave alittle digital trail.
Just enough for someone to findyou, feel a spark of connection,
and take that first step throughyour door.
That's all I have for today, butI'd love to know how you feel
about social media.
If you've got something thatworks or doesn't work, send me

(05:19):
an email at frontdesk atjane.app.
Hearing from you is always atreat.
Until next time, I'm DenzelFord, and you've got this.