A four-week Instagram content calendar for a busy clinic
Monday arrives and the next Instagram post is still a blank square on a calendar. Give the square a question, a speaker and a next step. This sample month contains twelve video ideas you can adapt to your clinic. Three a week is a planning example, not a rule you need to keep up with.
Set the workload before filling the calendar
Choose who will prepare the topics, who will speak and who will review the finished videos. Then reserve a recording slot that fits the clinic. If twelve videos is too much, keep one from each week and start with four.
Put five fields beside each topic: opening line, speaker, footage, reviewer and publishing date. Add the link or contact route the viewer should use next. A topic without an owner can sit on the calendar for weeks. The example assigns a recording day and a separate review day; pick your publishing dates after approval.
| Sample week | Three video topics | Recording and review |
|---|---|---|
| 1 | Arrival · Consultation · Reception team | Monday: reception films arrival and introduces the team. Clinician records the consultation. Tuesday: both review their clips. |
| 2 | One term · Quote inclusions · Common question | Monday: clinician records the explanation; reception prepares blank examples. Tuesday: check wording and quote details. |
| 3 | Consultation question · Room tour · Follow-up | Monday: clinician records the consultation and follow-up answers. Reception films the empty room. Tuesday: review all three. |
| 4 | Follow-up question · Team member · Revisit a topic | Monday: reception brings the questions; the relevant team member records. Tuesday: check the answers and next steps. |
Week one: make the first visit familiar
Video 1: “First visit? Here is where to find us.” Film the entrance and give accurate directions. Next step: view the location page.
Video 2: “What happens during a consultation?” Have the relevant professional explain your process. Next step: read the consultation information.
Video 3: “Who answers your message?” Introduce the person handling enquiries and the questions they can help with. Next step: use the clinic’s usual contact route.
Week two: answer before you promote
Video 4: Explain one term from your service information in everyday language. Use a simple example without suggesting a treatment for the viewer.
Video 5: Explain what someone can ask about a quote. Discuss inclusions and follow-up using a blank template, not a patient document.
Video 6: Answer one recurring general question from reception. Remove names and identifying details. Link to a page that explains the answer more fully, if you have one.
Week three: show your approach
Video 7: A professional explains why they ask a particular question in a consultation. Keep the example general.
Video 8: Show an empty consultation room and explain how the visit uses that space. Check the background before filming.
Video 9: Explain your actual follow-up contact process. Make it clear where someone can ask a question after their visit.
Week four: use what you learned
Video 10: Answer a useful follow-up question raised by an earlier post. Do not display the original private message.
Video 11: Introduce another team member and explain their role. Give them a question they can answer naturally.
Video 12: Return to the topic that generated the most useful conversations. Cover a different question about it and offer a relevant next step.
Review the month without confusing views with bookings
Track each post’s topic, date, reach and views alongside relevant enquiries you can actually attribute. Keep paid promotion separate. Ask the team what new visitors mentioned, without assuming a remembered video explains every booking.
Choose one thing to change next month: the topic, the opening or the invitation at the end. Instagram’s Best Practices area provides account-specific guidance; use it as another input, not a substitute for checking what your clinic can maintain.
Clinicast helps prepare ideas and scripts from your clinic profile and turn a recording into an edited video. Use one topic from this calendar for the first free video. If the process fits your team, use the remaining topics to plan your next recording session.
Common questions
Is three videos a week the best posting schedule?
It is a sample workload for this calendar, not a proven optimum. Start with a pace that allows your team to review each post and adjust it using your own results.
Can I use the calendar for Hebrew content?
Yes. Use the Hebrew version as your starting point and speak in the language your clinic’s audience uses. Record naturally rather than translating each English sentence word for word.
What if I miss a week?
Move the next useful topic forward. Do not rush several unchecked videos into publication to fill empty dates.