Social Media Questionnaire

Let your brand speak for you.

Who is the patient seeking your help?

Example: “It’s not just ‘women in their 30s.’ It’s a working mother suffering from chronic migraines who has already seen three doctors and feels frustrated because no one has given her a long-term solution — only pills.

What is your “signature approach”? (Tone of voice)

Example: “We want a tone that is Empathetic and Professional. We want the patient to feel heard as a human being, while also feeling they are in the hands of an expert who knows exactly what to do.”

Your specialties (Services and procedures)

Example: 1.- Robotic Knee Surgery (Our flagship specialty). 2.- Sports injury treatment. 3.- General evaluation consultations.

Where DO “signature

Why should patients trust you instead of another clinic? (Competitive advantage)

Example: “While other specialists only perform the surgery, we offer a comprehensive post-surgery rehabilitation program included in the cost, along with recovery equipment that is unique in the city.”

Your medical promise (Mission in one line)

Example: “We restore mobility so you can enjoy life again without pain.”

What should the patient feel when they meet you? (Emotion)

Medicine often brings fear or anxiety. What do we want patients to feel when they see your advertising?

What obstacle are you currently facing in your practice? (Current Challenges)

Example: “Many people ask about the cost of the surgery through messages, but they get intimidated and never schedule the evaluation consultation — which is where I can truly explain the benefits to them.”

What would you like to show in your digital “Waiting Room”? (Desired Content)

Example: “Short videos explaining myths about the specialty, testimonials from recovered patients, and photos of our facilities so people can see that it’s a clean and modern place.”

Your brand’s code of ethics (What you DO NOT want)

Example: “I don’t want to use funny trending music, or show graphic surgery images that could scare people, or use overly technical language that patients won’t understand.”

Where are your patients located? (Geographic targeting)

Example: “Local patients from Monterrey for in-person consultations, but for specialty surgery we can attract people from all over northern Mexico and southern Texas.”

Who is the “Influencer” or Gatekeeper?

Example: “My patient is an older adult with hearing problems, but the one who decides and pays is their 40-year-old child who wants their father to stop feeling isolated. We need to speak to the child about the peace of mind their parent will gain.”

What is the most common “hallway objection”? (Fears)

Example: “The main fear is that the surgery will be painful or that recovery time will prevent them from working. We need to make it clear that it is a minimally invasive procedure with a fast recovery.”

What “authority proof” do we have available?

Example: “We are certified by the Mexican Board of [Specialty], have 15 years of experience, and have performed more than 500 successful procedures of this type.”