What this document is
Mark Merolli, a physiotherapist and researcher who has written on the use of digital and social media tools in health care, produced this guide to help physiotherapists use social media as part of their practice's marketing. Rather than treating social platforms as a standalone activity, the guide frames them as one piece of a broader marketing strategy and pushes readers to define their business's identity and goals before choosing which platforms to use.
The guide covers practical platform-by-platform advice, addressing common hesitations physiotherapists raised about using Twitter professionally, and spends particular attention on regulatory compliance, pointing readers toward advertising guidelines and the question-and-answer guidance published by AHPRA, Australia's health practitioner regulation body, especially around the use of patient testimonials.
The guide was originally hosted on Merolli's personal website but is no longer available at its original web address; the site has since been redesigned, and the specific 2016 file is not currently published there.
Where to find it
No current copy from Mark Merolli is linked here.