Why Facebook is still the most powerful channel for GP practices to build trust, relationships and reputation

For years I’ve worked with GP practices, PCNs, and NHS organisations to strengthen how they communicate with their communities. While platforms come and go, and while TikTok and Instagram dominate headlines, there is still one social media channel that consistently delivers the best results for primary care: Facebook.

In fact, if a GP surgery asked me, “If we only had time for one social media channel, which should we choose?”, my answer is always the same:

Choose Facebook. Every time.

Why? Because no other platform offers the same mix of reach, relevancy, accessibility, and trust-building potential with the people who matter most - your patients.

In this blog, I’ll break down why Facebook remains the most effective channel for GP practices, how it helps surgeries manage reputation, improve patient communication, and reduce pressure on switchboards. Then I’ll share my top seven practical tips for making your practice’s Facebook presence genuinely valuable. Finally, I’ll outline the type of content and posting frequency needed to build real, lasting engagement with your community.

Why Facebook works best for GP practices

Unlike other platforms, Facebook’s audience mirrors the real-world demographic of a GP patient base: parents, carers, families, older adults, people with long-term conditions, and local community members. These are the people who use GP services most, and they are the people most active on Facebook.

But it’s not just about demographics. Facebook offers unique advantages that are perfectly aligned with the challenges GP surgeries face.

1. It reaches local people in seconds

Facebook’s algorithm prioritises local content. Posts automatically get traction with people in your practice boundary, making it the fastest, most efficient way to get important information to the right people.

2. It builds trust through regular, human communication

Patients respond incredibly well to consistent updates from their GP practice. It makes the surgery feel open, transparent, and connected.

3. It reduces unnecessary phone demand

When patients know:

• Flu jab dates

• Opening/closing times

• Clinic changes

• How to order prescriptions

• When the phones are busiest

• How triage works

  
  

  …they call less. Facebook becomes a load-reducing communication tool, not a burden.

4. It counteracts misinformation

We’ve seen countless moments where local Facebook groups explode with incorrect information. Having an official, trusted presence allows a GP practice to correct the record quickly and calmly.

5. It’s familiar and easy to use

Unlike X or Instagram, most people already use Facebook for community information. It’s where they go to check local updates, so it’s where practices should be too.

6. It elevates your reputation

A practice that communicates clearly, consistently, and compassionately will always outperform one that doesn’t, even if the service levels are identical. Online perception shapes real-world trust.

My top 7 tips for GPs to build a brilliant Facebook presence

These tips come directly from years of managing, coaching, and supporting NHS and GP communications teams. They’re practical, quick to implement, and deliver immediate improvements.

1. Keep your tone warm, human, and “local surgery” friendly

Patients don’t want corporate language. They want:

• clarity

• empathy

• friendliness

• reassurance

Write like a real human, not an NHS press release. For example:

❌ “The practice is undergoing operational adjustments.”

✔️ “We’re making a small change to how we book appointments to make things easier for you.”

2. Post consistently – try and aim for 3 times per week

Consistency builds trust. The more often patients see your practice in their feed, the more connected they feel.

A good baseline:

• 1 health information post

• 1 service update

• 1 community or human interest post

This rhythm works brilliantly.

3. Use images with every post

Facebook prioritises posts with images or graphics. Your reach can increase by 300% with the right visuals.

Suggested image styles:

• Simple branded graphics

• Photos of the team (only with consent)

• NHS-approved health visuals

• Community images

Avoid overly “clinical” imagery, patients engage more with friendly visuals.

4. Share practical, high-value information

Your page shouldn’t be fluffy or overly promotional. It should be genuinely useful.

Post things like:

• Flu jab reminders

• Opening hours

• Staff introductions

• Prescription order deadlines

• Tips on using online services

• A quick explanation of triage

• Signposting for mental health

• Bank holiday hours

High-value content builds trust faster than anything else.

5. Use Facebook to reduce inbound pressure

Every surgery I work with faces the same problem: the phones ring constantly.

Facebook helps by answering common questions before patients even pick up the phone.

Explain:

• how to book

• when to book

• how the triage system works

• what to do when you need same-day care

• how long test results take

When patients understand the system, demand becomes more predictable.

6. Monitor comments, but don’t fear them

You don’t need to reply to every comment. In fact, you shouldn’t, particularly if someone posts something clinical or personal.

Follow this rule:

• Acknowledge politely

• Redirect to private channels

• Never discuss clinical details

For example:“Thanks for your message, please contact the surgery directly so we can help.”

Simple. Professional. Safe.

7. Use Facebook to humanise your team and celebrate success

Show the people behind the practice:

• new staff

• training days

• awareness weeks

• community visits

• behind-the-scenes moments

This builds a powerful relationship with your patient base. When patients feel they know the team, they feel more confident, more trusting, and less frustrated when things are busy.

What content should GP practices post?

Here’s a simple guide to building a strong, trusted presence.

Essential weekly content

• Opening hours or bank holiday reminders

• Flu jab, COVID booster, women’s health, men’s health reminders

• Screening service updates

• Advice on online access

• Quick GP myth-busting posts

• Important changes to booking or triage

Human content

• Photos of the team

• Awareness days and health messages

• Celebrating patient-facing staff

• Thanking the community

Engagement-boosting content

• Polls (“Which clinics would you like to see us expand?”)

• Q&As (carefully managed)

• Seasonal health tips (hay fever, winter viruses, summer hydration)

Frequency

3 posts per week is ideal.At minimum: 1 post per week. During campaigns (flu, COVID, winter pressures): daily is fine.

Why Facebook is a reputation-building powerhouse for GPs

A surgery that shows up consistently online is seen as:

• more trustworthy

• more transparent

• more organised

• more approachable

• more in control

Patients judge service quality not just by their appointments, but by how informed they feel.

A Facebook page that communicates well can transform local perception, even in difficult periods.

And in a world where misinformation spreads fast, having your official voice visible and active is no longer optional. It’s essential.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com