What Should a Clinic Post, and Not Post?
“No client stories, no promises, no campaigns — what’s left? What should a psychologist, psychiatrist and therapist clinic post, and not post?” The boundaries look narrow, but the ground that remains is wider than assumed: everything the client actually wonders about sits on the safe side. ⚖️
This article draws the content line: the forbidden list, the safe list and six content patterns.
The whole line: the social media guide; getting started: the starting-point article.
Never Posted
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- 1 — Client stories and case narratives
- 2 — Client reviews and thank-you messages
- 3 — Promises of recovery and duration guarantees
- 4 — Diagnosing content
- 5 — Superiority claims and campaigns
- 6 — Turning crisis content into material
Six headings are firmly outside: 🚫
1 — Client stories and case narratives
The hardest boundary: even with consent, even with the name changed, even with details blurred. Confidentiality is the foundation of this profession, and the “patient experience” content common elsewhere in health has no equivalent here.
2 — Client reviews and thank-you messages
For the same reason: posting a screenshot means disclosing that someone is in therapy. Testimonials aren’t used in this vertical.
3 — Promises of recovery and duration guarantees
“Free yourself from anxiety”, “resolved in 5 sessions”: both regulatory risk and a loss of credibility. The process is described; the outcome isn’t promised.
4 — Diagnosing content
The “if you have these 5 signs you have X” pattern gets high engagement but produces misdirection and is professionally problematic.
5 — Superiority claims and campaigns
“The best”, “number one”, discounts, session packages, limited-time offers — all risky and all lowering seriousness here: the regulation article.
6 — Turning crisis content into material
Emergencies are not a content topic. The right practice is carrying a plain note directing anyone in crisis to official lines, in the profile and where relevant in posts.
Safe to Post
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- Process information
- Title and scope clarity
- Privacy principles
- The practitioner’s approach and identity
- Practical and local information
The safe ground overlaps with what clients actually want to know: ✅
Process information
What happens in a first session, how long a session is, how often, how the process is planned, what gets discussed and that you don’t have to talk about anything. This group finds the strongest response in this vertical.
Title and scope clarity
The difference between psychologist, clinical psychologist and psychiatrist; that prescribing sits with the psychiatrist; who to see in which situation. The social-media counterpart of the 52,000 direction pool.
Privacy principles
How information is protected, who can access it, whether notes are kept. This content meets the biggest hesitation head-on.
The practitioner’s approach and identity
How they work, what they specialise in, what they don’t work with, their training. And a real photograph: a person is being chosen.
Practical and local information
Location, transport, opening hours, the online option, how to book. It feeds local visibility: the local visibility article.
👉 The safe ground covers everything someone at the decision stage asks.
Six Content Patterns
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- Pattern 1 — “Frequently asked question”
- Pattern 2 — “Not this, but that”
- Pattern 3 — “The process, step by step”
- Pattern 4 — “Practitioner introduction”
- Pattern 5 — “A frame from the clinic”
- Pattern 6 — “Resource suggestion”
Patterns that make production easy: 📝
Pattern 1 — “Frequently asked question”
A question from the phone, with a clear and conditional answer beneath. The safest and most productive pattern.
Pattern 2 — “Not this, but that”
Title differences, therapy types, correcting common misconceptions. Informative and unassertive.
Pattern 3 — “The process, step by step”
What happens from first contact to first session. It removes uncertainty and lowers the booking threshold.
Pattern 4 — “Practitioner introduction”
Who, what training, which area, how they work. First person, plain, without exaggeration.
Pattern 5 — “A frame from the clinic”
The setting, the waiting area, the team. Seeing where they’ll be going in advance reduces a client’s apprehension.
Pattern 6 — “Resource suggestion”
A book, a reliable information source, an institution. It creates value and strains no boundary.
And the single final check
Before publishing: “if someone having a hard day saw this, how would they feel?” That question audits tone and boundary at once — and removes most content errors in this vertical. To inherit it built and district-locked: the parcel model.
📌 Field Notes
- “What happens in a first session” posts are the most saved and shared content in this vertical.
- Diagnosing list content gets high engagement but lowers the quality of incoming messages.
- Frames showing the clinic setting reduce apprehension for first-time clients.
📖 Quick Glossary
- Conditional answer: A situation-dependent account without promises.
- Disclosure risk: A post making someone’s therapy visible.
- Final check question: The tone and boundary audit before publishing.
Frequently Asked Questions
➡️ Next Step
Prepare one example of each of the six patterns this week and put them in the publishing queue. To inherit your district’s psychologist keywords built and locked, check your parcel; for the calendar, move to the calendar article.
Sık Sorulan Sorular
Six headings: client stories and case narratives (even with consent), client reviews, promises of recovery and duration guarantees, diagnosing content, superiority claims and campaigns, crisis content as material.
Everything the client wonders about: process information (first session, length, frequency), title and scope clarity, privacy principles, the practitioner’s approach and identity, practical and local information.
With six patterns: FAQ, not this but that, process step by step, practitioner introduction, a frame from the clinic, resource suggestion. One question before publishing: “if someone having a hard day saw this, how would they feel?”