Social media management for a chiropractic practice
For most practices this is a credibility check, not a lead source. Somebody finds you in the map pack, opens Instagram, and looks for two things: a real person works here, and something was posted more recently than last year. Meeting that bar is the whole job.
What to post is simple. A twenty second clip of an exercise or a technique. One condition explained in plain words. The team. What a care plan actually involves, since half the objections you hear on the phone come from not knowing. Three a week is plenty.
What not to post matters more. No patient appears in a photo or video without a signed marketing authorization, and a verbal "sure, go ahead" is not that. The practice account never comments on a patient's own posts. A public reply that thanks someone for coming in confirms a treatment relationship to everyone reading it, so praise gets answered privately or generically.
The usual failure is handing the account to someone who posts spine clip art and quotes under your license. Two weeks in, you should have a month of drafted posts in your voice waiting on your approval.