Clinics usually start with whoever has a spare hour, like a receptionist or the owner on a Sunday evening. It works until the busy season. Then the feed stops or someone posts in a hurry and uses a word the standard bans.
What has to stay in the clinic
- Approval. The Medical Director approves every post naming the clinic. This cannot be delegated outside the clinic.
- Consent. Patient consent forms, limited in subject and time.
- Replies about care. Comments and messages that touch on anyone’s treatment are answered by the clinic, never in public detail.
- The doctors. Their voice and their time in front of the camera.
What can go out
Planning the month and writing captions inside the standard. Designing carousels and editing the doctors’ recordings into Reels. Scheduling and reporting. That is the time consuming part.
Hiring in house
Worth it for a group with several branches or doctors who want to post often. Look for someone who knows the standard and edits video and give them a direct line to the Medical Director. Budget for salary and visa plus the time it takes to train them on the rules.
Outsourcing
A provider who already writes to the standard saves the clinic the training. Check how they record approval and how they handle consent. Check what they do when a photo does not meet the rules. With us, the Medical Director approves each week’s posts in one batch and the approval is logged. Nothing is published on silence.
A split that works for most clinics
The clinic records four or five one minute doctor answers a month and approves posts weekly. Reception handles messages. The provider plans, writes, designs, edits and schedules. That keeps the clinic in control of what matters and frees the doctors for patients.