Developing a Strong Social Media Presence for a Regional Behavior Clinic

Client Overview

A locally owned behavior analysis clinic in Raleigh, N.C., specializes in providing high-quality care for children with autism. As one of the area's only clinician-owned and operated clinics, it prides itself on delivering expert, individualized care that centers children's thriving. 

However, it lacked a cohesive social media strategy to amplify its mission and reach its target audiences.

The Challenge

Before working with me, the clinic faced several challenges: 

• Inconsistent social media posting

• Limited engagement and unclear brand voice

• No internal resources or expertise for content creation

• A need to target two distinct audiences—parents of children with autism on Facebook and Instagram, and medical professionals on LinkedIn

  
  

From this baseline, their goals were ambitious: daily posting across three platforms, increased followers and engagement, and more traffic to their website and blog content.

Approach

I stepped in to create a brand voice and, from that, a clear and actionable social media strategy. I began by auditing the clinic’s existing channels and developing recommendations. I broke the process down into 5 parts: 

1. Content Pillars: I identified and defined key themes we could bucket content into, guiding consistent messaging. Each pillar included notes on how to tailor its message to each platform’s audience.

2. Content Calendar: A detailed schedule ensured daily posts across Facebook, Instagram, and LinkedIn.

3. Creative Assets: I provided copy for all posts and curated a defined stock image library for regular use. A designer I was working with connected the clinic with a local photographer for professional photos to use across all social channels.

4. Platform-Specific Tone: I crafted a welcoming and authoritative voice to connect with parents on Facebook and Instagram. LinkedIn's tone was slightly different: professional, yet encouraging, to appeal to job seekers in the field. While these tones have distinctions, they both were applied to the unified brand voice developed with the client.

5. Training and Handover: When it was time to conclude the launch and hand over the keys, I provided calendar and posting templates, a content creation process for them to follow, and an image library to empower the clinic to sustain the established cadence.

Execution Highlights

• Content Writing: Detailed copy for each day’s post, broken down by channel, including calls-to-action, link destinations, and relevant hashtags. 

• Content Types: Static visuals, carousel posts, edited videos, and LinkedIn articles.

• Posting Frequency: Daily posts Monday through Friday, sometimes twice daily, ensuring a constant online presence. 

Results

These efforts delivered measurable, impactful results:

• LinkedIn:

  • Followers increased by 123%

  • Page views and visitors both rose by nearly 50% month-over-month

  • Engagement grew by 23% month-over-month

• Facebook/Instagram:

  • Impressions increased by 192%

  • Reach grew by an astounding 754%

  • Engagement was up 333%, with followers increasing by 26% month-over-month

• Website Traffic:

  • Monthly website views increased by 41%

  • Users rose by 24.5%, sessions by 28%, and average session duration by 85%

Conclusion

Through a consistent and targeted social media presence, the clinic saw not only improved channel metrics and engagement but also enhanced clarity about its brand identity. Moreover, website traffic increased and led to new clients signing up for their free consultation offer. 

Parents and professionals alike gained a better understanding of the clinic's mission and key differentiators.