Consistency beats volume, and it is not close
An account that publishes twice a week for a year has a hundred assets working for it. An account that publishes daily for six weeks and then stops has forty assets and a profile that signals the doctor lost interest — which patients read as they would read a clinic with the lights off.
Distribution rewards the same thing. Platforms learn what your account is about from a steady signal, and search rewards material that keeps arriving. Both punish the burst-and-vanish pattern that motivated doctors default to.
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Match the cadence to your production model
If you are filming alone between clinics, two posts a week is realistic and three is ambitious. If someone else edits and publishes, three to four is comfortable from a single monthly filming session. If you are producing daily from a busy clinical week with no help, you are describing a plan that ends in month three.
Decide the number, put the filming date in the calendar as a fixed appointment, and treat it exactly like a clinic list. The doctors who sustain this are not more disciplined — they scheduled it.
What counts as a post worth making
One that answers a question a patient actually asks, in your own words, with a clear next step. A repost of a health fact, a holiday greeting or a graphic with a stock photo counts as activity, not as content — it fills the grid and moves nothing.
A useful test before publishing: would a patient screenshot this and send it to a family member? If not, it is filler, and filler is what makes doctors conclude that posting does not work.