Nobody plans to need a physiotherapist.
It’s a sore back after shovelling, a knee that flares up on the Martin Goodman Trail, or a neck that’s had enough of the home office.
People search, they ask around, and then they check you out online.
Your social media is often the first look a new patient gets at how you work.
Here’s what we’d post for a Toronto physio clinic, how often we’d post it, and what the College’s advertising standard means for your content.
Why social media suits physiotherapy
Physiotherapy is easy to show.
Movement, exercise and education all work well in a short video or a carousel.
That’s exactly the kind of practical help people are looking for when something hurts.
A clinic that teaches generously online earns trust before the first assessment is ever booked.
What to post
Think about the questions you answer ten times a week in the clinic.
Those are your posts.
- Short educational videos. General mobility and strengthening tips, clearly framed as education and not as individual treatment advice.
- Seasonal injury prevention. Snow shovelling in January, running season in spring, desk posture all year.
- What to expect. How a first assessment works, how long it takes and what to wear.
- Meet your physiotherapists. Their areas of focus, such as pelvic health, vestibular or sports rehabilitation.
- Practical information. Direct billing, hours, new services and how to book.
- Benefits reminders. Many extended health plans reset at year-end. We wrote a guide on encouraging patients to use their benefits before year-end.
Know the advertising standard
Physiotherapists in Ontario are regulated by the College of Physiotherapists of Ontario, and its Advertising Standard applies to what you post.
The good news is that it leaves you plenty of room.
Here’s the short version:
- Testimonials are allowed, with conditions. They must be true, verifiable and accurate, come from patients you actually treated, and not be paid for or written by the clinic.
- Get informed consent. You need it before using a patient’s name, photo or personal health information.
- No claims of superiority. “The best physio in Toronto” or “better than the competition” isn’t permitted. You can describe the quality of your own care.
- Be clear about packages. If you advertise bundled fees, say what’s included, that services can be bought individually, and that unused services are refunded.
- Reviews and ratings. Linking to pages such as Facebook, Instagram or Yelp is acceptable, including likes, stars and ratings.
Standards do get updated, so read the College’s current Advertising Standard and its Social Media Principles before you rely on this summary.
This article is general information, not legal advice.
How often should you post?
Instagram and Facebook suit most clinics, and short video does well on both.
Consistency matters more than volume.
Two or three posts a week, every week, will do more for you than a busy fortnight followed by silence.
Plan a month at a time so posting doesn’t depend on a gap between patients.
When to hand it off
Most physiotherapists already know what they should be posting.
The hard part is finding the hours to plan it, write it, design it and schedule it around a full day of patients.
That’s the work we take on.
Wellness Wave Marketing is a Toronto-based team, and we manage social media only for healthcare practitioners.
We’ve worked inside clinics ourselves, so we know how a practice runs.
Have a look at our social media packages, or book a free 15-minute discovery call and tell us about your clinic.