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  • Writer's pictureMuhammad Sair Khan

How Mental Health and Addictions Care Providers Can Become More Media Savvy

Social media has become a cornerstone of marketing for many brands, providers, and facilities across the country. If your facility is not using these channels to connect with your community, policymakers, and other voices in the industry, you are missing out on big opportunities to drive patient referrals and be a part of the growing addiction treatment conversation.

You don’t have to have TikTok, Snapchat, and every other channel to meet your goals. Instead, focus on these social media channels to reach your target audiences.


Twitter and its short 280-character posts has become the main platform used by policymakers and journalists to discuss current events. While community members and patients may also be on Twitter, it is a great place to focus on voicing your support—or opposition—to policies and commenting on the latest industry news.

For your Twitter account, be sure to follow all the important industry leaders like American Society for Addiction Medicine and SAHMSA, as well as your local and national lawmakers.

You’ll want to engage with these accounts through retweeting and commenting to help reach a larger audience of people who may be interested in your channel. Just be sure to always be authentic in what you say; brand-speak and marketing language doesn’t make for compelling or interesting content for your followers.


Facebook is by far the most widely used social media channel, with billions of users. It’s best to use Facebook to try to reach your potential clients, their loved ones, and your community. Facebook is a great channel to educate people on signs of addiction, how to support a loved one through rehab, and other important information.

On Facebook, remember that great content includes videos, photos, and graphics. These posts tend to get more engagement. When people do engage with your content through comments, be sure to respond quickly to every comment to keep the conversation going.


LinkedIn is the professional social media channel. It’s a great place to use for creating professional relationships with other providers in your area as well as professional organizations. It would be a great place to post industry news, original blogs about trends in addiction treatment, and establish your facility as an expert.

Think of LinkedIn as more of a place to connect to possible referral sources or other resources in your community. Keep your tone professional and post regularly for the greatest reach.


Instagram focuses on graphic content, like photos, inspirational quotes, and positive messages. It’s a great place to show the softer side of your facility and the compassionate care you provide for patients and alumni. As with all social media channels, be sure to follow HIPAA guidelines, especially if sharing alumni stories. While these stories can make great content, you’ll need to follow any legal guidelines carefully to protect your patients.

As the world becomes more connected online, social media marketing should be a big part of your marketing and communications plan. By finding new ways to reach others online, you can find a larger audience of potential patients and referral providers than ever before.

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