Set the profile up as a shopfront
The searchable name field should carry your name plus your specialty, because that is what Instagram's own search indexes — not your bio. The bio carries specialty, area, the procedure you want more of, one piece of checkable proof, languages, and one action. The link goes to booking, not to a homepage.
Then build highlights as a mini-website: procedures, prices, location and parking, what the first visit involves, the team, hours. Six or seven, named plainly. That single change removes a large share of the repetitive DMs your reception answers all day.
Selling products or courses alongside the clinic?
Shopify is the quickest way to put a store behind your name — try it free.
Reels for reach, carousels for depth
Reels are how people who have never heard of you arrive: face to camera, thirty to sixty seconds, subtitles burned in, one idea per video. Carousels are where a considered patient reads properly — the step-by-step of a procedure, the comparison between two options, the recovery timeline.
Stories are maintenance, not growth. They keep you present with people who already follow you, which matters for bookings but does nothing for discovery. Do not confuse a busy story feed with an active account.
The DMs are the actual channel
Everything above delivers a person to your inbox, and that is where clinics lose them. Set the three saved replies — price, clinical question, appointment — in both languages, give one named person responsibility per shift, and turn on an away message that offers two appointment times rather than an apology.
Then measure one thing: median time to first reply. If it is over an hour during working times, no amount of reel production will fix your booking rate.