If you’re running a medical aesthetics clinic, chances are you’re juggling a hundred spinning plates- clients, treatments, admin, training, CQC, suppliers, and trying to squeeze in the odd banana in between. So when we say you should be thinking about what content you’re posting on Instagram, we get the eye rolls, sighs and stress headaches. You’re busy, and social media can feel like an extra burden.

But the thing is your Instagram feed isn’t just a highlight reel or a vanity metric. It’s one of the most powerful digital marketing tools in your clinic growth strategy. It builds trust, creates connection, and drives conversions when used right. At Quirky Frog, we work with medical aesthetics clinics across the UK and beyond, and we’ve seen it time and time again: strong social media presence equals better patient engagement, higher conversions, and more referrals. That’s why we want to talk about the five foundational posts every clinic should have on their feed.

They’re not trending audios or viral hacks. These are the basics- the posts that make your clinic look credible, accessible and worth booking. They create a cohesive brand identity and make your profile work for you.

Let’s break it down.

1. Your Opening Times Shouldn’t Be a Mystery

It sounds obvious, but you’d be surprised how often clinics miss this one. A new potential patient lands on your page, falls in love with your before-and-afters, and wants to get in touch. But they can’t see your opening hours anywhere. If they’re on the fence about reaching out, this missing detail might be all it takes for them to click away.

Having your clinic’s opening hours clearly displayed, whether as a pinned post or highlight, improves the user journey instantly. It shows you’re professional, prepared and open for business. And for people who prefer to DM or call during certain times? It sets the right expectation and eliminates friction. A super simple win for your Instagram strategy.

2. How to Book (Because People Need Hand-Holding)

Think you’ve explained how to book clearly enough? Think again. One of the top reasons clinics lose leads is because booking isn’t clear or easy to find. Whether you want people to book through a link in your bio, drop you a WhatsApp message, or fill out a consultation form, make it OBVIOUS. Not just once, but often.

A clear ‘How to Book’ post not only simplifies the journey but builds credibility. Patients want to feel guided and looked after from the very beginning. And remember, not everyone sees every post. Repeating your key information isn’t boring, it’s smart. Our social media management team regularly builds this into client calendars as part of our wider content strategy for aesthetic clinics.

3. Meet the Team (Including You)

Before someone books a skin treatment, filler, or microneedling appointment, they want to know who’s going to be working on their face. A good team introduction post helps to humanise your brand and build trust. Whether you’re a solo practitioner or a team of ten, make your people visible. Share their experience, favourite treatments, and even something personal that adds warmth.

Not only does this make your clinic feel welcoming and approachable, but it positions you as real experts, not just a faceless brand. We’ve seen countless times how a strong team post can improve DM enquiries and even prompt loyal patients to refer friends. When people feel like they know you, they’re more likely to book you.

4. Highlight Your Most Popular Treatments

It’s easy to assume your followers already know what you offer. But in reality, new people are finding your clinic’s Instagram every day, and if you’re not clearly showcasing your services, they might scroll straight past.

Think about the treatments you want to be known for. Are you the go-to clinic for natural lip filler? Do you get incredible results with skin boosters? Are you a laser specialist? Create posts that clearly explain your hero treatments, who they’re for, and what results they achieve. These posts position you as the expert and help your feed work harder at converting viewers into patients.

At Quirky Frog, we’ve created full service-led campaigns around just this type of post. They’re essential to a good content strategy and work beautifully alongside your before-and-after imagery.

5. Real FAQs from Real Patients

If you’ve been asked the same question more than once, whether it’s “Will I bruise after this treatment?” or “Can I go to the gym straight after?”, then it’s time to turn that into content. An FAQ-style post shows that you understand your audience’s concerns and are proactively offering answers. It’s educational, it builds authority, and it saves you time in the long run by pre-answering the same queries.

FAQ posts also support both your PR strategy and SEO strategy. They provide relevant, value-driven content that patients are already searching for and journalists are looking to quote. It’s one of the ways we bridge social media and PR in our content planning process.

Why These Posts Matter (and Why They’re Often Missed)

We get it, when you’re busy with back-to-back treatments or trying to get through your inbox, it’s tempting to just post a pretty photo and move on. But strong clinic marketing isn’t just about aesthetics. It’s about making your brand accessible, discoverable and bookable. That means thinking about what your audience needs from your feed, not just what looks nice.

These foundational posts- your opening times, booking info, team intro, services overview and FAQs- might not go viral. But they build trust. They increase conversions. And they’re some of the most shared content we’ve seen across our client accounts.

Make Your Feed Work Harder with a Content Strategy

If the idea of keeping up with all this sounds exhausting, that’s where we come in. Quirky Frog specialises in creating strategic, beautiful, and conversion-led content for medical aesthetics brands. Our social media packages include everything from content planning and scheduling to caption writing and visual design, so you can focus on delivering results in clinic.

We also offer custom graphics and post templates. In fact, if you’re on our newsletter list, you’ve already received templates for opening hours, booking instructions, and team introductions, ready to be personalised and posted.

What’s our goal? To make social media work for you, not stress you out.

Social media isn’t just for pretty aesthetics or jumping on trends. For clinics, it’s about creating a powerful brand presence that supports your wider business goals; from PR exposure to patient retention. These core post types form the backbone of a successful Instagram feed, and they’re key to improving your digital marketing.

Whether you’re just starting out or scaling up, revisit your feed today. Are the essentials there? Are they clear, consistent, and aligned with your clinic’s brand image?

If not, it’s time to fix it, and if you need help, that’s what we’re here for.

Book a discovery call, drop us a DM, or sign up to our weekly newsletter. Let’s get your social sorted.