You need to assume a patient-centric point of view in the content you post. What are your current patients’ major concerns and questions? If you don’t know, you should take the time to ask them, and post blogs on those topics on social media.
You can also use social media tools, like Facebook’s Audience Insights to identify the most frequently asked questions by any target audience. You can answer those questions to establish authority, and provide links to your website.
Finally, it’s a good idea to stay on top of the latest developments in ophthalmology by scanning press releases of the American Academy of Ophthalmology and other industry publications if you don't already.
3. Keep your posts positive and professional
Don’t make the mistake of being overly colloquial or chummy – prospective patients want to have confidence in your abilities. There’s nothing wrong with being occasionally lighthearted, but in general, you should maintain a professional tone and a relentlessly positive attitude.
Seeking to educate patients and provide tremendous value is the name of the game. It’s ok if you do so in an informal manner (nobody likes a boring person), but remember, you have your professional reputation to think about, and patients are placing extreme trust in you as their surgeon…so make sure your practice’s social media stays positive and professional, just like you.
4. Be responsive