Tools & Checklists · Free checklist
Hospital social media checklist
Consent, doctor-led content, what not to post, the inbox as enquiries, paid social limits and measurement.
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Why it exists
The problem it solves
Hospital social media gets judged on followers and likes, and run by whoever is free to post. Meanwhile the inbox fills with people asking for appointments, fees and directions, and nobody treats those messages as enquiries. The accounts that help a hospital are the ones that answer those people, put real doctors in front of real questions, and never embarrass the institution with a post that should not have gone out.
This checklist covers the parts that matter: consent and privacy, doctor-led content, a firm list of what not to post, handling the inbox as an enquiry queue, the limits of paid social, and measurement that connects to appointments. It is written for the Indian context, including regional-language audiences and DPDP consent.
Inside
What you get
- Seven sections from governance and consent through to measurement
- A clear list of what a hospital should never post
- Doctor-led content checks, including review and approval
- Inbox and comment handling treated as an enquiry queue with response targets
- Paid social checks and the limits of what it should be used for
- Measurement that links social activity to enquiries and appointments
Audience
Who it’s for
For social media, content and digital teams — and the leaders who approve their work — in hospitals and hospital groups.
Method
How to use it
- Review each section with the social team, the contact centre and a clinical lead.
- Turn the what-not-to-post section into a one-page rule sheet everyone signs off on.
- Fix the inbox and consent items before planning more content.
- Revisit the checklist quarterly and after any post that caused a problem.
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Questions about this checklist
Enter your email in the form on this page and confirm it from the email I send you. Your welcome email then includes the download link for this checklist and for every other tool on the Tools & Checklists page. It is free.
Answers to the questions patients ask, explained by your own doctors; practical information on services, timings, locations and insurance; and honest updates about the hospital. Content should be reviewed by a clinician where it has medical content and should end with a clear next step. Avoid posting for the sake of a daily quota.
Identifiable patient images, records or stories without written consent; graphic clinical images; outcome guarantees, superlatives or comparisons with other hospitals; pricing offers that could mislead; unreviewed medical advice; and anything that could identify a patient indirectly. Staff should not post from inside clinical areas. When in doubt, it does not go out.
Messages asking about appointments, fees, doctors or directions are enquiries and should be handled like any other enquiry — logged, answered within a target time and followed through to booking. Whether the social team or the contact centre answers matters less than having one owner, clear hand-offs and a record in the CRM.
Measure what connects to patients: enquiries from social, response time in the inbox, booked and honoured appointments from social sources, and the reach of doctor-led content among the local catchment. Follower counts and likes are secondary. Report by unit and service line so each hospital can see what is working for it.