The Invisible Part of the Patient Journey You’re Probably Ignoring

Lauren
Sep 9
3 min read

woman laying on her back scrolling on her phone

Let’s talk about the moment every health pro has faced: you post something heartfelt, helpful, maybe even a little vulnerable and nothing happens. No likes. No DMs. No new bookings.

Cue the internal spiral: "Maybe I’m just not good at this. Maybe Instagram isn’t worth it."

Here’s the reframe: That post didn’t flop. THis of it as a trust deposit.

Because here's what no one talks about enough in my opinion:

In a profession built on connection, safety, and trust, your content isn’t meant to convert on the spot. It’s meant to create micro-moments of trust that accumulate over time.

Social Media = Your Digital Bedside Manner

Every time someone watches your Reel, reads your caption, or sees your name pop up in their feed... that’s a touchpoint.

And if they feel seen? Safe? Educated? Understood?

That’s the kind of brand equity that turns “maybe one day” into “I need to work with them.”

This is especially true in health and wellness, where the decision to reach out isn’t just financial it’s deeply emotional.

It’s Not Random. It’s a Trigger Moment.

People don’t just book because of a single post, they book when life throws a curveball and they remember you.

They got another bloated, painful period.
hey had a panic spiral at 3am.
They googled “why am I so tired all the time?” for the 10th time.

⚡ That’s the trigger moment. The nudge that takes someone from lurking to clicking. But here’s the deal: they only remember you if you’ve been showing up consistently.

That one vulnerable post? It’s still doing its job. It’s sitting in their brain until the moment they are ready.

So don’t ghost your audience just because you didn’t see instant engagement or instant ROI. They’re watching.They’re absorbing and they’re building trust in you.

So Instead of Asking:

“Did this post convert?” Try asking:“Did this post connect?”

Because that’s what moves people.

And when the trigger moment comes (and it will come) and they finally hit that breaking point, they already know who they trust.

not every post needs to sell -some just need to nudge

What You Actually Need to Focus On:

1. Consistent Posting (Not Occasional Bursts)

You don’t need to post daily, but once a week won’t cut it. Aim for 3x/week across a mix of formats (reels, carousels, statics) so you stay top of mind in the trust timeline.

2. Short-Form Video That Sounds Like You

Forget stiff scripts. Talking head reels and voiceover B-roll help people hear your tone, see your energy, and connect with the real you. Think coffee chat with your best friends, not your "Linked In version of you"

3. Lead Magnets to Warm Up the Lurkers

Offer a checklist, guide, or mini-training or masterclass to move someone from "just watching" to "on your list." This builds connection outside of the algorithm.

4. Content That Helps People Self-Identify

Your ideal client might not know they need your support yet. Your job is to mirror their symptoms, fears, and dreams back to them in your content, so they can finally say, "That’s me."

5. A Social Funnel, Not a Hail Mary

No single post needs to do everything. Let your content work together—introduce with reels, educate with carousels, convert with CTAs that feel aligned.