Media & Marketing
Social media for Praxis Oepen Welter
A medical practice on Instagram and TikTok — without it getting embarrassing.
Ongoing management of the practice’s social media channels: Instagram, Facebook, TikTok and YouTube. That includes the annual plan, producing the posts and running the accounts.
The content follows four fixed formats that we defined together: Knowledge explains medical topics, Practice life shows the day-to-day inside the building, Interaction asks the audience questions, Off-topic leaves room to breathe. This division is the core of the work. Without it, the same thing always happens with medical practices: you post enthusiastically for three months and then stop, because you have run out of ideas. With four formats, an idea always presents itself.
The delicate part is the tone. A gynaecology practice moves between subjects that are intimate and a medium optimised for reach. Too reserved and nobody sees it, too casual and it gambles away trust. On top of that comes the legal side: consent for photos of staff, written undertakings on social media use, the limits of German pharmaceutical advertising law. All of that runs alongside.
The posts themselves live on the channels — the profile is the portfolio.
