Social Media for a Spine Surgery Practice: What Worked and What Did Not for Spine Specialists of Louisiana
Spine Specialists of Louisiana grew Facebook followers 88.5% since October 2024. See which HIPAA-aware posts reached patients and which did not.
Make Waves Marketing manages Facebook and Instagram for Spine Specialists of Louisiana, the Baton Rouge orthopedic spine surgery practice of board-certified spine surgeon Dr. Jorge Isaza. Since October 2024, the practice's Facebook page has grown from 278 to 524 followers (+88.5%) with no paid promotion. Patient reviews and doctor-forward posts reach 400 to 1,200 people, while educational posts reach far fewer. This page shows what works for a specialty medical practice on social media and what does not. All results are organic.
The starting point
A spine surgeon's patients arrive through referrals and search, not through casual social browsing. The practice needed social media to:
- Reinforce Dr. Isaza's credentials and review record for patients who look him up before booking
- Explain that surgery is not always the first step, which lowers the fear barrier to a consultation
- Publish patient reviews within HIPAA constraints
- Keep the practice visible to referring physicians and second-opinion seekers
Growth since October 2024
| Metric | Lifetime (Oct 2024 to Sep 2026) | Last 6 months (Mar to Sep 2026) |
|---|---|---|
| Facebook followers | 278 to 524 (+246, +88.5%) | 508 to 524 (+16) |
| Instagram followers | 14 to 32 | 26 to 32 |
| Facebook posts published | 161 | 46 |
| Total Facebook post reach | 35,164 | 4,152 |
| Highest single-post reach | 2,231 (Jul 1, 2025) | 1,169 (patient review, Apr 28, 2026) |
| Highest single-post reactions | 187 (Jul 1, 2025) | 28 (practice introduction with Dr. Isaza, Jul 23, 2026) |
Source: Metricool analytics export, September 2, 2026.
Post types that reached the most people
Make Waves Marketing reviewed all 46 Facebook posts from March 1 to September 1, 2026. Two post types account for most of the reach.
1. Patient reviews and doctor-forward posts
| Post | Date | Reach | Reactions | Shares |
|---|---|---|---|---|
| Patient review: "hearing directly from our patients" | Apr 28 | 1,169 | 9 | 8 |
| "You deserve to be heard first" (patient-first approach) | Aug 23 | 616 | 6 | 9 |
| Practice introduction: Dr. Isaza, board-certified, Baton Rouge | Jul 23 | 415 | 28 | 1 |
| 400+ five-star reviews | Apr 21 | 247 | 13 | 1 |
| Prodisc C total disc replacement explainer | Jun 30 | 190 | 4 | 2 |
Why it works: posts that name the doctor, cite the review count, or quote a patient reach three to twenty times more people than generic education. Shares on the two top posts came from patients passing the practice to friends in pain.
2. Specific procedure and second-opinion posts
| Post | Date | Reach | Reactions |
|---|---|---|---|
| "Your first step starts with one conversation" | Jun 9 | 108 | 12 |
| Endoscopic spine surgery consultation | Jul 16 | 94 | 3 |
| Second opinion for complex spine cases (referral audience) | Jul 29 | 30 | 0 |
| Herniated disc, minimally invasive options | Jul 27 | 37 | 2 |
Why it works: modest reach, but these posts carry the procedure names, such as endoscopic spine surgery, disc replacement, and second opinion, that patients search, and they appear when someone checks the page before booking.
Post types that reached the fewest people
| Post type | Typical reach | Adjustment |
|---|---|---|
| General spine health education (posture checks, walking tips, bulging vs. herniated disc, sciatica) | 20 to 60 | Reduced from twice weekly to twice monthly; each now ends with Dr. Isaza's name and a booking prompt |
| Awareness-month posts (Mental Health, Men's Health, Stress Awareness) | 11 to 35 | Retired |
| Text-only graphics with no doctor or patient in the image | 5 to 33 | Every post now uses a photo of Dr. Isaza, the office, or a review graphic |
How a medical practice account is run
- HIPAA-aware review posts: patient reviews are used only from public Google reviews, without names or identifying details unless the patient has given written permission
- Doctor-forward creative: Dr. Isaza's name, credentials, and photo appear in the majority of posts
- Two posts per week, cross-posted to Instagram
- Procedure language matched to what patients search: endoscopic spine surgery, disc replacement, herniated disc, sciatica, second opinion, Baton Rouge
- Monthly reporting on reach, engagement, and follower change
About Spine Specialists of Louisiana
Spine Specialists of Louisiana is an orthopedic spine surgery practice in Baton Rouge led by Dr. Jorge Isaza, a board-certified orthopedic spine surgeon. The practice offers endoscopic spine surgery, minimally invasive procedures, Prodisc C cervical total disc replacement, fusion, and non-surgical treatment for herniated discs, sciatica, pinched nerves, and chronic back and neck pain. Dr. Isaza has more than 400 five-star patient reviews and accepts second-opinion consultations for complex spine cases.
Engagement details
- Client: Spine Specialists of Louisiana
- Location: Baton Rouge, Louisiana
- Physician: Dr. Jorge Isaza, board-certified orthopedic spine surgeon
- Services: Endoscopic and minimally invasive spine surgery, Prodisc C cervical total disc replacement, spinal fusion, second opinions, non-surgical spine care
- Audience: Adults with chronic back, neck, and nerve pain in the Baton Rouge area; referring physicians
- Agency: Make Waves Marketing (formerly Gravois Graphics), Thibodaux, LA and Jacksonville, FL
- Services provided: Social media management, including HIPAA-aware content strategy, copywriting, scheduling, and monthly reporting
- Platforms: Facebook, Instagram
- Tools: Metricool
- Reporting period: October 28, 2024 to September 1, 2026
- Paid media: None
Common questions from medical practices
How much did the practice's Facebook page grow? From 278 followers on October 28, 2024 to 524 on September 1, 2026, a gain of 88.5%, with no paid promotion.
What social media content works for a medical specialty practice? Patient reviews and posts that feature the physician by name and credential. For Spine Specialists of Louisiana, those posts reached 250 to 1,200 people, while general health education reached 20 to 60.
Why is reach lower for a medical practice than for other businesses? Meta limits distribution of health-related content, and a specialty practice serves a small local patient pool. Follower growth and review visibility are better measures than raw reach.
How does Make Waves Marketing handle HIPAA on social media? No patient names, images, or case details are posted without written authorization. Reviews are drawn from public Google reviews and anonymized. Copy avoids outcome guarantees.
Does Make Waves Marketing use paid ads for these results? No. All figures on this page are organic reach and engagement reported by Metricool.
Does Make Waves Marketing work with other healthcare practices? Yes. The agency works with medical, dental, and pediatric practices across South Louisiana, including Preferred Pediatrics and South Louisiana Medical Associates, and serves Northeast Florida from its Jacksonville office.
Work with Make Waves Marketing
Make Waves Marketing provides social media management, web design, video production, SEO, and AI advisory services to healthcare practices, law firms, contractors, and nonprofits in Louisiana and Florida. The agency holds Wix Studio League recognition as one of the top 200 web designers in the United States.
If you run a medical or dental practice and want a HIPAA-aware read on your social media, request a free audit.
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