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Resources · For practice teams
The healthcare social media content calendar that survives a clinic week
The whole of this quarter written out. Thirteen dated rows across three lanes, a named owner on every one, three record days, and two spare posts for the week the clinic has other plans.
Thirteen weeks, real dates, one owner a row, one record day a month.
This is a planning guide, not medical or legal advice. Your board's advertising rules stay yours.
Part of Resources.
Checked September 2026. Free to read: no sign-up, and no gate part way down.
What goes in a healthcare social media content calendar?
Plan a quarter, not a week. Put every post on one grid with three lanes: what is busy this season, the answers that hold in any month, and your own practice news. Give each row a date, a named owner and a face. Record a month of them in one sitting, three sittings a quarter.
Who it is for
The person who owns the practice's feed. Usually the practice manager or the marketing lead in a group practice, not the doctor.
What you need
The questions your front desk answers most, one name per row, and a standing hour in the diary. For the video part, a Digital Twin for each clinician who will be on camera.
What it costs
Copying the calendar costs nothing. A finished talking-head video is 152 credits a second on a paid plan. The Free plan starts you with 8,400 credits, renders up to 60 seconds at a time, and allows three renders a day. See the plans.
What it does not do
It does not schedule posts, publish them, hold patient records, or check anything against your board's rules, and nothing here is clinical or legal advice.
Every row needs a name, or the first bad week ends it
Ask a practice why the feed went quiet and the answer is always some version of "it got busy". What actually happened is smaller than that. One Tuesday the person who was going to write the post was covering the desk instead, so nothing went out, and nobody noticed until the following Tuesday, when the same thing happened again.
A grid of themes cannot survive that, because a theme cannot be held responsible for anything. A row with a name on it, a face attached to it and a recording date behind it can. So the board below is built in that order: the date, then the person, then whose face says it, then the Wednesday it gets recorded.
The ideas are the easy part, and there is a whole page of them next door. If you are building the whole shelf rather than this quarter's grid, start from content marketing for a practice instead.
The Quarter Board: three lanes, one record day a month
Three lanes carry everything a practice needs to say. Run one lane per week and rotate. Never two Season weeks back to back, because the season does not move that fast and your feed will read like a newsletter.
Season.
What is actually busy right now. Autumn clinics, the week the phones triple, the last month of a benefit year, the holiday closure. Season rows are the ones with a shelf life, so they get recorded last and posted soonest.
Standing.
The answers that are true in any month. How to book the right appointment, what the portal can carry, how a repeat prescription works. These are the backbone. They never expire, they can be recorded a quarter ahead, and they are what you fall back on when a week goes sideways.
Service.
Your own practice news. New hours, a new clinician, a changed phone system, holiday cover. Nobody else can write these and they are the posts people actually save.
Four rules hold the board together
Every row has a person, not a role.
The front desk does not record anything. A name does.
Every row has a face.
Write down whose Digital Twin says it. A row with no face is a row that becomes a graphic at four on Monday afternoon.
One record day a month.
In the diary, recurring, with the four scripts written before it starts.
Two spares on the bench.
Recorded already, with no date inside them, at all times.
Thirteen weeks, real dates, one post a week
Written for October, November and December 2026. The lanes and the owners do not move, only the dates do. Posts go out on Tuesday, because Monday morning in a clinic belongs to Monday morning.
One note before you copy it. The Season lane below assumes an autumn that gets busier and a benefit year that ends in December. If your year runs differently, keep the three lanes and move those four rows. Everything else holds.
| Week | Post on | Lane | The post | Owner | Recorded on |
|---|---|---|---|---|---|
| 1 | Post onTue 6 Oct | LaneService | The postOur hours to the end of the year, and the days we are closed | OwnerPractice manager | Recorded onWed 30 Sep |
| 2 | Post onTue 13 Oct | LaneStanding | The postWhich appointment to book, in your words, not ours | OwnerFront desk lead | Recorded onWed 30 Sep |
| 3 | Post onTue 20 Oct | LaneSeason | The postHow our autumn clinics are booked, and what to bring | OwnerNurse lead | Recorded onWed 30 Sep |
| 4 | Post onTue 27 Oct | LaneStanding | The postHow a repeat prescription works here, start to finish | OwnerPrescribing clinician | Recorded onWed 30 Sep |
| 5 | Post onTue 3 Nov | LaneService | The postThe clinician who joined us this autumn, in sixty seconds | OwnerThe new clinician | Recorded onWed 28 Oct |
| 6 | Post onTue 10 Nov | LaneSeason | The postWhy the phones are busiest right now, and three faster ways to reach us | OwnerPractice manager | Recorded onWed 28 Oct |
| 7 | Post onTue 17 Nov | LaneStanding | The postWhat the portal can carry, and what still needs a phone call | OwnerClinical lead | Recorded onWed 28 Oct |
| 8 | Post onTue 24 Nov | LaneStanding | The postWhat happens to your request after you send it, from our side of the desk | OwnerPractice manager | Recorded onWed 28 Oct |
| 9 | Post onTue 1 Dec | LaneSeason | The postIf your cover runs on the calendar year, this is the month to book | OwnerPractice manager | Recorded onWed 18 Nov |
| 10 | Post onTue 8 Dec | LaneService | The postOur holiday cover, in one minute | OwnerPractice manager | Recorded onWed 18 Nov |
| 11 | Post onTue 15 Dec | LaneStanding | The postWhere to go when we are closed: the numbers we would read you on the phone | OwnerClinical lead | Recorded onWed 18 Nov |
| 12 | Post onTue 22 Dec | LaneFreeze | The postNothing new. Repost whichever of the eleven did best | OwnerNobody | Recorded onNone |
| 13 | Post onTue 29 Dec | LaneStanding | The postWhat changes here on 1 January, and what does not | OwnerPractice manager | Recorded onWed 18 Nov |
Week 12 is deliberate. The week before the holiday is the week your team has the least to give and your feed has the least to gain, so the board says post nothing new and means it. A planned quiet week is a plan. An unplanned one is how calendars die.
Three Wednesdays, and the month is done
Wednesday 30 September, Wednesday 28 October, Wednesday 18 November. One hour and a half, blocked, recurring, and the four scripts written before anyone sits down. If the writing is the part that stalls, there are six scripts for doctors written out in full to start from.
Here is the shape of one.
First fifteen minutes.
Read the four scripts out loud once each. Anything you stumble on gets rewritten, not practised. If a sentence is hard to say, it is hard to hear.
Next thirty.
Render the four. Each script becomes a finished video in that clinician's face and voice. By our published house rule, a finished minute of talking-head video stands in for about 60 minutes of filming, which is the whole reason a record day is a Wednesday afternoon and not a Wednesday.
Next fifteen.
Watch them at full size with the sound on. The one you would not send to a patient gets rewritten and rendered again now, not next month.
Last half hour.
Write the captions and load everything into whatever you schedule with. The AI label goes in the caption, so this is where it gets typed.
Renders are capped per day.
three on the Free plan, ten on Plus, fifty on Pro. A four-row month does not fit inside a Free day, so on that plan a record day covers two rows and you run two of them.
A Free video runs to 60 seconds.
Which is longer than any row on this board needs, so the ceiling is one you plan around rather than one you meet.
Record week one in your own face
Week one is the hours row. One clear photo, a short voice sample, and one consent recording.
Two spares, and the rule for the week it all goes wrong
Every practice has the week where the plan meets reality. A clinician is off, the system is down, or the waiting room does not empty until seven. The board expects it.
Keep two posts recorded and banked at all times, with no date, no season and no name inside them, so they are true in any week of any year.
Spare two
One question we are asked every single week, answered in ninety seconds by whoever is around.
Pull the row, post a spare, and never post it late
The swap rule only works if you follow all three parts. Pull the row. Post a spare that same Tuesday. Move the pulled row to the next open Standing week, and record a new spare on the next record day so the bench is never empty. What you never do is post the pulled row late, because a Season row posted three weeks after its season is worse than no post at all.
The surge version of the same rule is shorter. In the week the waiting room is fullest, pull whatever was scheduled and post how to reach you instead. The week you are busiest is not the week to invite people in. It is the week to tell them which door is fastest.
Put a name in the owner column, and count the faces before you pick a plan
A practice is not one person, and a feed that is only the senior partner reads like a feed that is only the senior partner. Spread the rows. The nurse lead owns the clinic logistics, the practice manager owns anything with an hour or a phone number in it, and the clinicians own the ones that need a clinician to say them.
Then count the faces, because that number decides your plan more than anything else does. A free Workspace uses one Starter Twin. A Digital Twin of a named clinician starts on the Plus plan, and 1080p on the Basic plan and above. The clinician's own voice can be cloned on any plan, Free included. Plus carries three named Digital Twins and Pro carries ten. ten seconds of clear audio is enough to build the voice, and a cloned voice is reusable across every row that person owns.
When a clinician leaves, delete their Digital Twin and reassign their rows.
Before the next record day, not after it. A scheduled post going out in the face of someone who no longer works there is the one calendar failure you cannot quietly fix, and it is the reason the owner column exists at all.
The same board, four times
You are not planning twelve months. You are planning one quarter, four times, and reviewing on a date you set now.
Quarter one.
Service leads. Everything that changed on 1 January is news in January, and nothing else you post that month will be read as carefully.
Quarter two.
Standing leads. The quiet quarter is when you bank the answers that never expire, and when the bench gets deep.
Quarter three.
Service leads again, because this is when staff change, hours change and the holiday cover gets planned.
Quarter four.
Season leads, which is the quarter written out in full above.
Put the next review in the diary on the day you copy this: the last Wednesday of the quarter, thirty minutes, two questions. Which rows did people actually save, and which owner never recorded anything. The second question is the one that fixes next quarter.
The lines that are fine live and wrong three weeks later
Every list of what a practice should not say is written for a post going out today. A calendar posts things that were recorded weeks ago, which breaks a few more.
Nothing with "this week" in it.
You recorded it on the 30th and it goes out on the 20th. By then the schedule has moved twice.
No dated guidance in a Standing row.
If a sentence will change when the guidance changes, it does not belong in the lane whose whole promise is that it never expires.
No named clinician in a row that might outlive them.
If someone is leaving, their rows come off the board before they do.
Nothing that tells a person what to do about a symptom.
Which appointment to book is administrative. What to do about how you feel is not, and a scheduled post cannot ask a follow-up question.
No countdown to a closure that could change.
Post the closure once, on the week it is certain.
No "we are accepting new patients" unless it is still true in three weeks.
A recorded invitation outlives the list it was true for, and the calls it brings land on your front desk.
No awareness day you have not agreed on.
Which observances a practice marks differs by country, by board and by specialty, and a calendar that guesses for you is worse than one with a gap you fill yourself.
No patient in any row.
No name, no chart detail, no photo, no story specific enough that someone could recognise themselves. A signed release does not make a specific story a good idea.
No rates, no recovery times, no promises of a result.
A scheduled post cannot see the person reading it, and none of those three survive being read by the wrong one.
One more, and it is not a wording rule. Label the video as AI made wherever you post it. On a scheduled post that means the caption field, which is why the record day ends with the captions and not with the render.
What your practice still owns
We make the videos. The rest stays yours, and we would rather say so here than let you find out later.
- Kyndrify is not HIPAA eligible. Do not put protected health information into the Studio. No records, no charts, no identifiable patient detail, in a script or anywhere else.
- Everything on this board is marketing and patient education. It is never clinical advice and must never read as it.
- Medical advertising rules are yours. They differ by state and by board, and the platforms have their own labelling policies on top. Your team follows the advertising rules for your field, the same as with any other ad you run.
- A real person's Digital Twin needs a consent record before it can render. The clinician records a short clip agreeing to it, the face in that recording is checked against the face in the photo, and it stays on file. See the biometric information privacy notice for how that is collected, stored and deleted, and how we handle consent, disclosure and content credentials.
- Kyndrify does not schedule posts and does not publish them. There is no calendar in the Studio. Copy this grid into whatever your practice already uses.
Checked September 2026. This is a summary, not legal advice.
FAQ
Questions practice teams ask before they start
- How far ahead should a medical practice plan its social media?
- One quarter. Thirteen weeks is far enough that you are not inventing a post on a Tuesday morning, and short enough that you will actually finish it. A year of themes is a document. A quarter with dates and names on it is a plan.
- How many posts a week does a practice need?
- One, on the same day, every week. Someone will ask for three. The honest answer is that a practice posting once a week for a year has fifty-two videos and a rhythm the front desk can plan around, and a practice that tried three a week has eleven videos and a bad memory of trying.
- Can Kyndrify build or schedule the calendar for us?
- No. There is no calendar in the Studio and nothing here publishes for you. Kyndrify makes the videos that fill the rows. Copy this grid into the spreadsheet, shared calendar or scheduler you already use, and keep the owner column when you do, because that column is the part that makes it work.
- How many videos can we record in one day?
- Renders are capped per day: three on the Free plan, ten on Plus, fifty on Pro. That is why the board uses one record day a month covering four rows. On the Free plan, split it into two shorter sittings. A Free video also runs up to 60 seconds, which is longer than any row here needs.
- We have six clinicians. Who should be on camera?
- Spread it, and write the name in the owner column rather than the role. Then count the faces before you pick a plan. A free Workspace uses one Starter Twin. A Digital Twin of a named clinician starts on the Plus plan, and 1080p on the Basic plan and above. The clinician's own voice can be cloned on any plan, Free included. Plus is $49 a month billed yearly, or $59 month to month, and carries three named Digital Twins. Pro carries ten.
- What do we do about health awareness days?
- Leave them off a template like this one and add your own. Which observances a practice marks differs by country, by board and by specialty, and a calendar that fills those weeks for you is guessing about a position your practice may not hold.
Keep going
More to read
Fill in week one and record it on Wednesday
Copy the grid, put a name in every owner cell, and block the three Wednesdays before anything else takes them. Then record the first four. The Free plan starts with 8,400 credits and no card.