Social Media for Therapy Clinics: 3 Things to Do and 3 Things to Avoid

Our products appear in clinic social photos all the time. As we were reviewing these photos, we realized that a lot of clinic owners may not be fully aware of their responsibility to maintain patient privacy. We also realized clinic owners don't have an adequate plan on how to successfully maintain a social media channel that's HIPAA compliant.

In today’s digital world, social media can be a powerful tool for therapy clinics — helping you connect with your community, highlight your team, and attract new clients. But when handled carelessly, it can also become a liability.

The information below is purely informational for the purposes of entertainment. It's best to consult a HIPAA compliance professional when crafting any social media policy.

As a clinic owner, you have a responsibility to ensure your social media presence protects your patients, maintains your clinic’s reputation, and complies with HIPAA and other privacy laws. Here’s are three key Dos and Don’ts to keep your social media clean, compliant, and effective.

✅ Top 3 Things You Should Do

1. Share Educational and Uplifting Content
Use your platform to educate, inspire, and encourage your audience. Posts that explain common therapy techniques, milestones, or general wellness tips are great ways to provide value while showcasing your expertise.

Examples:

• “What is a sensory diet?”

• “3 tips to improve articulation at home”

• “Small wins matter – here’s why we celebrate every milestone”

2. Celebrate Your Team (Not Your Patients)
Highlighting your staff’s achievements, certifications, or birthdays fosters a positive culture and makes your clinic more relatable. Make sure to focus the spotlight on your team — not your patients.

Examples:

• “Meet our new OT, Jasmine!”

• “Congrats to Jasmine for 5 years with our clinic!”

• “Happy birthday to our amazing SLP, Jasmine!”
  

• “Another Superstar Kiddo Graduation!”

3. Use Stock or Branded Visuals — Not Patient Photos
Visual content gets more engagement, but using actual patient photos without full, written consent is a major privacy violation. Instead, use branded illustrations, custom graphics, or royalty-free visuals that reflect your clinic’s personality. Or now with the dawn of generative artificial intelligence (AI) you can generate images using ChatGPT.com or another similar.

Examples:

• Cartoon therapy tools with motivational quotes

• Custom team graphics (e.g., “Speech Team Superstars”)

• Calendar or event reminders in a visual format

🚫 Top 3 Things You Should NOT Do

1. Never Share Patient Names, Faces, or Identifiable Info
Even if a parent verbally approves, you must have written authorization to share any patient’s information, image, or testimonial. Accidentally posting a child’s name on a therapy update — even with good intentions — is a HIPAA violation.

Common Mistakes:

• Posting a photo of a child in session (maybe interpreted as on-location)

• Thanking a family by name in a public comment

• Showing scheduling boards with full names in the background

2. Avoid Venting or “Behind-the-Scenes” Gripes
It might feel cathartic to share frustrations about late cancellations or insurance issues or location issues — but these posts often come across as unprofessional and can damage your clinic’s image.

Examples to avoid:

• “Why do parents always wait until the last minute to cancel?!”

• “Another denial from XYZ insurance — thanks for nothing!”

• “We love our job, but wow, today was a rough one 😅”

• "Waiting room rules: Therapy dogs are welcome. Therapy chickens are not!"

• "Beware of parking lot stalker! Park toward the front!"

3. Don’t Rely on Trendy Audio or Memes That Don’t Fit Your Brand
Trendy content might earn views, but it can also confuse your audience or trivialize the work your clinic does. Stick with a consistent tone that matches your mission — professional, approachable, and family-friendly.

Watch out for:

• TikTok dances or voiceovers with inappropriate language

• Memes that could be misinterpreted as mocking patients or parents

• Humor that isn’t inclusive or trauma-informed

Final Thoughts

Social media should reflect the heart of your clinic — your values, your team, and your commitment to helping others thrive. With the right strategy, you can build trust, increase visibility, and grow your brand without risking privacy or professionalism.

If you’re unsure about what’s okay to post, a good rule of thumb is: If in doubt, leave it out.