Social Media Strategy: Healthcare vs. Wellness Industries
7 Min Read | April 16th, 2025 | Article Written By Kali Kirkland
Social Media for Healthcare vs. Wellness Brands: What Works in 2025
Social media is non-negotiable for both wellness brands and healthcare organizations—but the rules, risks, and results are vastly different. In this guide, we’ll explore high-impact strategies, technical requirements (like HIPAA compliance), and what it takes to build community and credibility on social platforms.
🛡️ HIPAA-Compliant Social Media: Technical Essentials for Healthcare
To protect patient privacy and meet federal standards, healthcare marketers must go beyond good content—they need secure, compliant workflows.
Here’s what that looks like:
HIPAA-Compliant Tools: Use platforms that sign Business Associate Agreements (BAAs).
PHI Monitoring: Implement tools to detect and automatically redact protected health info (PHI).
Security Audits: Schedule quarterly audits of all social media channels and content workflows.
“Social is essential for healthcare visibility—but only when security and patient privacy come first.”
"Social is a non-negotiable part of driving brand awareness and building connections with patients, physicians and community members. But it can be a challenge for the marketing teams on the digital front lines to overcome the concerns of security and privacy teams - especially at the intersection of HIPAA and social media."
2. Wellness Social Media Methods
Wellness brands, unlike those in healthcare, aren't bound by HIPAA regulations. This freedom allows for a wide range of content strategies tailored to different social media platforms. Below, you'll find a breakdown of platform-specific approaches and key tactics to maximize audience engagement.
Platform-Specific Strategy Overview
Different platforms call for unique strategies tailored to their strengths. Here's how wellness brands can leverage each one effectively:
Platform Content Focus Engagement Tactics Best Practices Instagram Visual wellness content, Stories, Reels User-generated content, Live sessions Use high-quality images, maintain a consistent aesthetic Pinterest Inspirational boards, how-to guides Infographics, seasonal content Create vertical images, provide detailed descriptions TikTok Short-form wellness videos Trending challenges, educational content Keep it authentic, share quick tips Facebook Community discussions, events Groups, polls, live workshops Focus on educational content, foster community building
Content Creation Framework
Wellness content thrives when it connects with audiences on a personal level. Here are the core elements to focus on:
1. Visual Storytelling Use calming imagery and actionable tips that align with your brand's values. This helps create an emotional bond with your audience.
2. Community Building
Run interactive challenges
Host live sessions to engage directly
Share user success stories to inspire others
Encourage conversations through community discussions
3. Influencer Partnerships Collaborate with influencers who embody your brand's message to expand your reach and establish trust.
Engagement Optimization
To keep your audience engaged, focus on these tactics:
Respond to comments and messages quickly during business hours
Post during peak activity times for your audience
Set clear community guidelines to maintain a positive space
Measuring Success
Tracking the right metrics is essential to refine your strategy. Keep an eye on:
Engagement rate
Story completion rate
Save-to-share ratio
Community growth
Sentiment in comments
These strategies showcase the unique opportunities available to wellness brands, highlighting how they can craft meaningful connections and stand out in the crowded social media space.
Benefits and Limitations
Understanding the strengths and challenges of social media strategies in healthcare and wellness helps organizations make the most of their digital presence. Here's a closer look at how these industries approach social media and the specific hurdles they face.
Sector-Specific Benefits
Aspect Healthcare Wellness Primary Focus Public health awareness, crisis updates Lifestyle inspiration, community building Content Flexibility Regulated, fact-based information Creative, experiential content Engagement Style Professional, authoritative Personal, conversational ROI Metrics Patient acquisition, public awareness Community growth, brand advocacy
Healthcare Sector Advantages
Social media provides the healthcare industry with essential tools for both providers and patients. For example, during the COVID-19 pandemic, platforms became vital for sharing accurate information. A notable example came in January 2023 when NFL player Damar Hamlin collapsed. The American Heart Association used this event to promote CPR training, offering timely and educational content to the public.
Key advantages for healthcare include:
Fighting misinformation with evidence-based content
Strengthening crisis communication
Building credibility
Educating patients effectively
Wellness Industry Advantages
The wellness sector, with access to over 300 million American users, benefits from fewer regulatory hurdles. This allows brands to explore diverse content formats and engage audiences on a personal level, fostering stronger connections and community growth.
Key Limitations
Challenges in Healthcare:
Meeting HIPAA compliance standards
Navigating strict patient privacy regulations
Managing professional reputations
Combating misinformation (false information is 70% more likely to be shared than facts)
Challenges in Wellness:
High competition in a crowded market
Establishing credibility
Maintaining authenticity in content
These challenges demand thoughtful strategies to ensure effective and responsible communication.
Strategic Considerations
Both industries must approach social media carefully. Healthcare organizations need to prioritize accuracy and compliance, while wellness brands must focus on authentic engagement. As Digitalis Medical advises:
"Keeping your healthcare social media accounts professional and compliant with the Health Insurance Portability and Accountability Act of 1996 (HIPAA) will, for the most part, keep you out of problems."
Nearly half of American consumers turned to social media for pandemic-related updates, with 32.2% checking such content daily. This highlights the crucial role both sectors play in public communication and content responsibility.
Risk Management
To navigate these challenges, organizations in both sectors should adopt:
Clear social media policies
Regular reviews of posted content
Crisis communication plans
Engagement guidelines for staff
Strong privacy protection protocols
Success hinges on understanding each sector's unique constraints while consistently delivering secure, trustworthy, and engaging content.
Conclusion
Social media strategies for healthcare and wellness industries require distinct approaches to achieve success. Healthcare organizations must carefully balance compliance with regulations while producing engaging, educational content that builds trust and highlights their expertise. Case studies from top healthcare institutions show how they've successfully managed these challenges without compromising medical accuracy or credibility.
On the other hand, wellness brands have more creative freedom, allowing them to focus on fostering community engagement through experiential and inspiring content. Despite their differences, both industries use unique strategies tailored to their needs:
Focus Area Healthcare Approach Wellness Approach Content Strategy Educational infographics, crisis updates Inspirational stories, lifestyle tips Community Building Q&A sessions with medical professionals User-generated content, testimonials Influencer Partnerships Collaborations with medical experts Partnerships with lifestyle advocates Platform Usage Professional platforms (LinkedIn, Twitter) Visual platforms (Instagram, YouTube)
These tailored methods highlight the unique demands and opportunities within each sector, ensuring their social media strategies align with their goals and audience expectations.