The topics you explain every single day are your first 10 content ideas.
One topic can generate 3-4 videos just by changing the angle: disease state, treatment, misconceptions, patient mistakes.
Repurposing isn’t lazy. Most of your followers never saw your original post, so revisiting a topic from a new angle is always fair game.
When you have nothing to say, look to pop culture: celebrity health moments, trending diagnoses, viral health claims, and tie your expertise to something familiar.
Personality builds trust. Share what makes you you.
One of the highest-performing content formats right now: “Before you Google this condition, here’s what you need to know.”
Every healthcare professional who decides to start creating content eventually hits the same wall: What do I actually post?
It’s one of the most common reasons HCPs stall before they even start. They have years of training, a full patient load, and more clinical knowledge than most people will ever have access to and yet, staring at their camera, they draw a complete blank. Nobody has ever shown them how to translate years of expertise into content.
In this Med Creator Minute, Mimi Banks and Dr. Dustin Portela answer 5 questions in 5 minutes. In this episode, the two share exactly how HCPs can build a content strategy from the inside out, starting with what they already know.
A: If you’re in healthcare, you’re probably sitting across from a patient multiple times a day explaining a number of the same topics over and over. These are your greatest hits, your bread and butter, the thing that you know the most about. You’ve probably developed a way that you say things to patients to help them understand, and that’s exactly the way that you take things to social media.
Write down the 10 topics you spend the most time talking about, then practice each one once. Try to make it even more concise and clear so you can do a video that’s under 60 seconds. Those are your first 10 videos. Think about busting myths, reframing the things you already talk about. If you talk about acne all day, you could do a video on what people get wrong when they come in for an acne appointment, the misconceptions they have, the mistakes you’ve seen people make. You can take one topic and make three or four videos on it. Ten different topics that you talk about all the time could turn into a month-long video series.
A: There are a few different ways to present the same material; short-form video, carousels, talking-head videos. Once you have those formats down, you can take the same topic and post it in different ways, which multiplies how much content you can get out of a single idea. And then there’s what happens in the clinic every day. Sometimes a patient will ask a really interesting question, or phrase something in a way you’ve never heard. Write that down on your phone. That gives you a whole new angle to explore or sometimes an entirely new topic. What’s missing from the conversation that your social media audience might not know? You’re learning that every single day in the exam room.
A: Just because you post something doesn’t mean everybody in the world has seen it. There’s absolutely nothing wrong with revisiting the same topic from a slightly different angle. Even if you have thousands of followers, only a small percentage of them probably saw your original video on that topic. Revisiting something you covered months ago is always fair game.
You can also look to pop culture and the news. There are always celebrities coming out about health struggles, cancer diagnoses, plastic surgery and all sorts of angles. People love when you can connect your expertise to something they already know. It’s the principle of taking something familiar and packaging it with something unfamiliar, which is you, so that the audience comes to know you through a topic they already care about.
A: In the beginning, most people are going to be comfortable from an educational perspective, and that’s totally fine. Plenty of creators have done really well just being very educational. But you’ll grow faster and develop more trust with your audience if you can make it slightly entertaining and, sometimes, a little personal. That doesn’t mean getting into your family and personal life in great detail, it means bringing the nuances that make you unique. Why do people in your town come to see you versus someone else? There’s probably something about your personality and the way you connect with patients that only you can do, and that’s what you should bring to social media. Videos that are too academic, too stiff and too clinical don’t tend to perform. You need to loosen up, bring your personality out, and be a category of one.
A: Patients are now Googling everything or using ChatGPT. A great way to open a video is: “Before you Google this condition, here’s what you need to know.” Or “Before you ChatGPT it, here’s what I’d want you to understand as a physician.” It piques curiosity because you’ve named the condition they might already be searching for, and you’ve positioned it against a habit your audience already has. Then you lead with your expertise. It’s a format that would perform well for just about anybody, as long as you bring a little personality with it.
You’re not starting from zero. Every HCP who walks into a clinic already has a content mine, built from years of patient conversations, repeated explanations, and clinical expertise that most people have never had direct access to. The gap is knowing how to bring it out of the exam room and onto the screen.
Start with what you know. Pick one topic. Film one video. And then do it again. The strategy comes from consistency, not from waiting until you feel ready.
If you have a question you’d like answered in a future post, reply to this email! We would love to hear from you!
Listen to Med Creator Minute: What Should You Even Post? on all streaming platforms! A new episode is dropping this week.
This week’s favorite tool: Capcut
CapCut is a user-friendly video editing app (desktop and mobile) that makes it easy for healthcare professionals to create polished Reels, TikToks, and Shorts without advanced editing skills. Its auto-caption feature is especially valuable for medical content, allowing you to quickly generate and edit accurate subtitles for better accessibility and retention. For HCPs looking to simplify their workflow, CapCut reduces technical friction so you can focus more on education and less on editing.
👉 Try it here
Disclaimer: Some of the links above are affiliate links, which means we may earn a small commission at no extra cost to you. Thanks for supporting Med Creator 101 💙
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