The five jobs
Explain is the backbone: what this condition is, what causes it, what the options are. Correct is the most shareable format a doctor has — a widely believed thing that is wrong, stated calmly. Prove is your work made visible within the rules: process, technique, case volume, teaching, what you decline.
Reassure is the most under-used and often the highest-converting: what the injection actually feels like, what happens if you cry, what recovery really involves, what you do for a patient who has avoided this for years. Invite is one line, in a third of your posts, saying what to do next and how fast you reply.
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The ratio matters more than the ideas
A workable default is roughly six explain-or-correct, two prove, two reassure, and an invitation attached to every third piece. Audit your last twenty posts against that and most doctors find they are at twenty explain, zero invite — which is a library, not a funnel.
The opposite failure is rarer but worse: all proof and invitation, no teaching, which reads as an advertising account and gets muted. The ratio is what keeps a professional account persuasive without becoming promotional.
Assign each pillar a day
Structure removes the daily decision that kills consistency. Monday explains, Wednesday corrects or reassures, Sunday proves or invites. You are no longer choosing what to post — you are answering a prompt you set yourself a month ago.
That single change is what separates doctors who publish for three months from doctors who publish for three years, and it costs nothing but a decision made once.