ADVICE

ASK ALEX

Should I let patients create content for my clinic?

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic

PATIENT-GENERATED CONTENT

If you spend any time on Instagram or TikTok, you’ll have seen it. Patients filming their journey in the waiting room. A quick update in the car on the way home. A follow-up video a few days later, talking through how they feel. I’ve seen patients filming before the swelling’s even gone down, still half wondering if they’ve done the right thing.

Anyone can create a video these days. Some do it because they want to make it big online. Others because they love it. It’s unpolished. Sometimes awkward. And often far more persuasive than anything a clinic could produce themselves.

I agree, it’s appealing, and sometimes you’re just thinking “yes, a happy patient, one less social post to make this week!” But just because something feels authentic doesn’t mean it’s automatically safe, compliant, or good for your brand. This is where clinics can trip up.

WHY PATIENT-GENERATED CONTENT WORKS

Traditional clinic content is expected to be polished -our industry loves polish.

Patient-generated content cuts through because it isn’t trying to sell. When someone documents their own experience, other patients recognise themselves in it.

That relatability is especially powerful for first-time patients, who are usually deciding less on price and more on whether they’ll feel safe and understood. Trust is the real currency here, and patient voices carry a lot of weight.

WHERE CLINICS START TO LOSE CONTROL

This is where it gets tricky. Patient-generated content doesn’t come with a rulebook. Patients don’t always understand claims, timelines, or how easily something can be misinterpreted. They might talk about results too early, oversimplify outcomes, or describe a treatment in a way that makes you quietly wince when you watch it back. None of that is malicious. But once the content is live, it’s out there, often closely associated with your clinic whether you’ve reshared it or not.

Most clinics resharing patient content are reacting, not deciding. They feel they should support the patient, or worry they’ll look ungrateful if they don’t. That’s rarely a good reason to press “share”.

CONSENT ISN’T A TICK BOX

If a patient is filming themselves, it’s easy to assume consent is implied. It isn’t, particularly once that content starts being reused by the clinic. Clear, written consent still matters. So does explaining where that content might appear and how it could be used.

GUIDING CONTENT

The best patient-generated content still feels spontaneous. That doesn’t mean you can’t guide it.

Simple prompts can help. Encouraging patients to talk about how they felt beforehand, why they chose your clinic, or what surprised them about the process keeps the focus on experience rather than outcomes.

What you want to avoid is patients feeling like they need to perform. A light framework protects everyone involved. It keeps content aligned with your values without stripping away what makes it feel genuine.

WHEN PATIENT CONTENT BECOMES MARKETING

This is usually the point where clinics hesitate. Sharing patient-generated content can be incredibly effective, but context matters. A patient’s video on its own can be misread. A short caption explaining timing, individual variation, or next steps helps set expectations without undermining the patient’s voice.

It’s also worth being selective. If your feed becomes wall-to-wall patient videos, it can start to feel chaotic. Patient-generated content works best when it supports your wider messaging, not replaces it. Think of it as social proof, not your entire strategy.

REACH REALITY

Not everything that performs well is right for your clinic.

Some of the most viral patient content isn’t always the best reflection of a safe, professional practice. You’re allowed to protect your brand. In fact, you should. You’re also allowed to prioritise credibility over clicks. Patients who value expertise respect that restraint.

A SIMPLE WAY TO APPROACH IT

Rather than trying to control patient-generated content, focus on boundaries. You should decide:

• What types of patient content you’re comfortable resharing

• How consent and context will be handled

• Where this content sits alongside your own posts

That clarity removes most of the anxiety.

Patient-generated content isn’t going to fix bigger problems. If your consultations are rushed or your aftercare is patchy, a few Instagram stories won’t save you. But when it’s done properly, it’s one of the most effective ways to show what you’re actually like.

Figure out your boundaries, you can thank a patient for tagging you and still decide not to reshare their video. Those are two different things.

Put a basic framework in place. Then you’ll stop second-guessing every time something lands in your DMs.

And always say thank you.