Medical community manager: complete social media management handbook 2025

The daily management of social media for a clinic -cardiology, fertility, dermatology or any other specialty- is no longer about "posting something" and waiting for likes. The medical Community Manager is a strategic role that creates content aligned with recruitment objectives, listens to the conversation to protect reputation and delivers data to marketing and clinical management. Below, you will find a complete operational manual: functions, workflows, tools, KPIs and best practices 2025.

Roles and responsibilities of the medical Community Manager

Content creation and management

1. Editorial planning
   • Define a monthly calendar with balanced content: educational, institutional, promotional and testimonial.
   • Coordinate with the medical team to validate clinical issues and ensure technical accuracy.
   • Identify relevant dates (World Heart Day, Fertility Month) and create specific pieces.
2. Copywriting and creative coordination
   • Write clear, concise texts with a call to action: "Schedule your consultation", "Download the guide", "Call now".
   • Work with designer or photographer to create authentic images: real clinic photos, own infographics and short videos (30-60 s).
   • Ensure that each part includes disclaimers in the case of medical treatment ("This information is not a substitute for an in-person assessment").
3. Programming and publication
   • Use tools like Meta Business Suite to schedule Facebook and Instagram posts.
   • Publish at prime time (adults 35-65 years old): 9 am-11 am and 6 pm-8 pm, according to analysis of previous interactions.
   • Ensure branding consistency: institutional colors, Raleway typography, logo and approved formats.

Interaction with the community

1. Reply to comments and direct messages
   • Establish a maximum response time of 2 hours on business days.
   • To have pre-approved scripts for frequently asked questions (costs, schedules, location).
   • Escalate medical consultations to a clinical manager: CM only orients and refers.
2. Generate conversations
   • Publish open-ended questions, surveys and interactive polls (stories) to learn about real patient concerns.
   • Encourage patients to share experiences: "Tell us about your progress after rehabilitation".
   • Thank and mention positive reviews to reinforce social proof.

Online reputation monitoring

1. Social listening tools
   • Set up alerts in Google Alerts, Meltwater or Mention for "clinical name", "specialty + city".
   • Monitor review portals (Google Business, Doctoralia, TopDoctors) on a daily or biweekly basis.
2. Crisis management
   • Identify negative mentions or urgent questions in forums, networks or blogs.
   • Contact legal/communications to draft response based on privacy and impact protocols.
   • Quick response: "We are sorry for your experience. Please contact us by phone (...) to provide you with a solution".

Planning and execution of network campaigns

1. Define objectives and audiences
   • Objectives: landing traffic, lead generation (Lead Ads), service awareness.
   • Hearings:
     • Local: users within a 20 km radius interested in health and wellness.
     • Specific: people interested in medical topics (hypertension, fertility, esthetics).
     • Retargeting: visitors to the website who did not complete the form.
2. Type of campaigns
   • Recognition campaigns: short videos explaining a service, with CTA to website.
   • Consideration campaigns: carousel of testimonials and success stories with link to landing page.
   • Conversion campaigns (Lead Ads): Facebook/Instagram instant forms with 3-4 fields (name, phone, reason).
3. Budget and schedule
   • Allocate 30 % of the digital budget to social networks (preferably Meta Ads).
   • Define daily budget based on target CPL (e.g. $5 USD / lead).
   • Schedule monthly campaigns with weekly performance reviews.

Analysis and measurement of results

1. Basic KPIs
   • Engagement rate(Likes + Comments + Shares) ÷ Reach × 100; minimum target 1.5 % in the health sector.
   • CPL (Cost per Lead)Ads investment ÷ leads obtained; target ≤ $8 USD for network campaigns.
   • Lead→cite conversion rate: leads contacted and agendized; target ≥ 30 %.
   • Net sentiment: (Reviews 4-5 ★ - Reviews 1-2 ★) ÷ total reviews; goal > 0.7.
2. Reporting tools
   • Looker Studiodashboard with daily and weekly metrics.
   • Meta Ads Managerautomated CPL, reach and frequency reports.
   • Google Analytics: network click events, sessions, landing performance.
3. Qualitative analysis
   • Review negative comments or recurring doubts to adjust FAQ and scripts.
   • Evaluate the impact of each type of content (text, image, video) on interaction and leads.

Coordination with other departments

1. Medical equipment
   • Validate clinical information: protocols, recovery times, contraindications.
   • Prioritization of services according to demand (e.g., cardiac rehabilitation during the heart attack season).
   • Approve testimonials and success stories that are published in networks.
2. Patient care
   • Provide weekly agenda and available quotas to associate campaigns according to vacancies.
   • Provide query statistics (number of appointments, no-shows) to measure network effectiveness.
3. Marketing (Torres Creative)
   • Receive general strategy guidelines: tone, buyer personas, macro campaigns.
   • Integrate Google Ads and SEO campaign data with network results for 360° analysis.
4. Legal and Compliance
   • Validate disclaimers, texts involving treatment and use of patient data.
   • Approve crisis scripts and responses to negative reviews with potential legal impact.

Advanced social listening

1. Identification of influencers and opinion leaders
   • Search for doctors with high engagement in medical networks and portals (Doctoralia).
   • Contact and propose collaborations or live interviews.
2. Health trends
   • Monitor relevant hashtags (#SaludCardíaca, #Fertilidad2025) to generate timely content.
   • Analyze search peaks or mentions in Google Trends and replicate in networks.
3. Competitive analysis
   • Monitor profiles of neighboring clinics or national references.
   • Extract successful formats (e.g. educational reel series, surgical lives) and implement adapted ones.

Relationship building and online networking

1. Groups and communities
   • Participate in local/regional health Facebook or LinkedIn groups.
   • Share valuable educational content without spam; position yourself as an expert.
2. Alliances with influencers
   • Invite nutritionists, physiotherapists or psychologists to create joint content (webinars, Lives).
   • Offer discount codes or special promotions to your audiences.
3. Virtual events
   • Organize monthly webinars: "How to prevent a heart attack after 50" or "Fertility keys in 2025".
   • Publish featured clips in Reels/Stories to maximize reach.

Recommended tools for the medical Community Manager

Best practices and recommendations 2025

1. Authenticity in content
   • Avoid overly retouched images; show real clinics and equipment.
   • Use video testimonials or patient reels with written permission to support credibility.
2. Regularity and consistency
   • Post at least 3 times per week in feed and 5 stories per week.
   • Maintain a uniform tonal line (professional-close, direct, realistic).
3. Adaptation to emerging formats
   • Explore Reels and TikTok (albeit secondary) for young audiences seeking health information.
   • Use LinkedIn for institutional content and alliances with other professionals.
4. Accessibility and diversity
   • Translate key posts into English if you serve international patients.
   • Ensures captions on videos and descriptive alt descriptions on images.
5. Security and privacy
   • Never share personal patient data without explicit consent.
   • Configure cookie policies and privacy notice visible in profiles where allowed by the platform.
6. Continuous training
   • Get trained on platform algorithm changes and new Meta/Google health advertising policies.
   • Participate in webinars or digital medical conferences to stay up to date on trends.

Next step for the clinic

Although Torres Creative does not directly manage social media accounts, we can help you design the complete strategy and elaborate the editorial plan, workflows and metrics dashboard. The next step is define the profile of the medical Community Manager -internal or freelance- who will be in charge of executing this guide. With clear roles, valuable content and rigorous measurement, your social networks will cease to be a testimonial channel and become an engine of constant acquisition and reputation.