We make graphics for the clinic accounts we run. Menus, announcements, event posts. They're useful, and some of them need to exist. But month after month, the same pattern shows up: plain graphics tend to do worse than reels and photos with people in them.
Why it happens
A graphic tells you something. A person shows you who you'll be dealing with. For a clinic, that's the whole decision. Is this place for me, and will these people treat me well? A face answers that faster than any headline.
What we do about it
- Put staff on camera. Providers explaining a treatment, the front desk saying hello, the esthetician walking through a routine.
- Show the rooms. Where you'll sit, what the treatment looks like, what the light is like.
- When it has to be a graphic, add a person. An announcement with a photo of the team does better than the same text on a color block.
What a month of content looks like
Most months, the plan is mostly reels and photos, with graphics where they're needed. A provider explaining one treatment. A staff member answering a question patients ask every week. A few stills of the rooms. Then a graphic or two for hours, pricing, or an event.
The people on camera don't need to be performers. Most of the best clips come from staff talking about something they do every day, filmed close and cut short.
Where graphics still win
Hours, prices, and how-to-book info. Things people screenshot. Keep those clean and simple, and let the people carry everything else.
See the work: Optimize U and clinics and wellness.
