Reels are your shop window on mobile
Instagram still matters for independents — especially women 30–55 researching family health. Reels get surfaced beyond followers, which static service graphics rarely do.
Think of each Reel as a tiny service landing page with motion.
Reel structure that works
- Hook in 2 seconds — question or local fact
- One service — one outcome expectation
- On-screen steps: book → arrive → consultation
- End card with hours and link reminder
Hooks without hype
'Three things to pack before malaria tablets' beats 'BEST TRAVEL HACK'. For travel clinic marketing, specificity wins.
For Pharmacy First, show the consultation room and list conditions in text overlay — not rapid-cut fear messaging.
Pre-publish Reel check
- Script reviewed for ASA/GPhC issues
- No patient PHI visible
- Bio link points to correct booking URL
- Caption includes eligibility caveat where needed
- Pinned comment with 'book via link' and phone backup
Key takeaways
- One Reel, one service, one clear booking path
- Hooks should educate, not sensationalise
- Keep bio links and compliance review in sync with campaigns
Frequently asked questions
Twenty to forty seconds often performs well — one idea, one CTA. Longer explainers work for travel health packing lists.