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Mar 3 / Siri Chand Khalsa MD

How to Think About Social Media In A New Way

Hi! I'm Siri Chand 

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Here at Vishuddha.com, we're dedicated to supporting clinicians at every stage of their career journey. As the founder of this vibrant community, I’m eager to share some of my favorite meal plan ideas with you, all available for free within our community.

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Let's think about creating content differently! 

Recently, I found myself revisiting the same conversation across different platforms—coincidence? I don’t think so. As I explored the nuances of content creation, I realized that each space, whether Facebook, Instagram, LinkedIn, or Substack, has its own temperament—some are quick and dynamic, demanding bite-sized bursts of engagement, while others invite deeper reflection, like a long conversation over tea. The formats may differ, but the essence remains: connection.

But it was in repurposing ideas that I truly saw the magic. A single thought, shared in a blog, could transform into a LinkedIn discussion, a carousel on Instagram, or a thoughtful newsletter on Substack. Each iteration, like a Monarch butterfly emerging from its chrysalis, takes on a new form while carrying the same story. The key? Understanding the rhythm of each platform—when to engage in the quick bark of a reel, when to settle into the quiet coziness of long-form writing, and how to weave a seamless thread between them all.


What are new ways to do this?

After I wrapped up that walk, I couldn’t shake the thought of how transformation happens—not just in nature, but in the way we create and share our work. Change is constant, but we don’t always recognize it in real time. Lately, I’ve been reflecting on how the creative process itself is evolving. In the past, producing high-impact content meant long hours of writing, filming, editing, and refining. But what if less effort could actually lead to more impact?

I used to think that quality content required deep focus and a perfect plan, but what I’ve learned is that efficiency doesn’t mean less depth—it means better flow. Instead of forcing creativity into rigid structures, I’ve embraced a more natural rhythm: voice notes turned into blog posts, live conversations repurposed into carousels, insights captured in quick Reels instead of long-form videos. The result? More meaningful engagement, with far less time spent agonizing over perfection. Just like in nature, where energy moves in cycles, our creative process thrives when we honor its momentum rather than resist it.

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How do these platform differ? 

Types of Content for Social Media & Substack

Here’s a breakdown of the best content types for each platform (Facebook, Instagram, LinkedIn, and Substack) to help you repurpose content strategically.

Facebook (FB) Content Types

Best For: Community engagement, longer discussions, storytelling, and interactive posts.

  1. Long-Form Educational Posts – In-depth explanations of health topics, myth-busting, or patient education.

  2. Carousel Images – Multi-image slides for step-by-step guides or quick tips.

  3. Live Videos / Q&As – Real-time engagement on trending topics or audience questions.

  4. Polls & Questions – Spark discussions and engage your community.

  5. Stories & Reels – Short, snackable content that disappears in 24 hours.

  6. Infographics – Data-driven posts about health, wellness, or research findings.

  7. Behind-the-Scenes (BTS) Posts – A look into your daily work, personal routines, or clinic updates.

  8. Case Studies & Patient Wins (Anonymized) – Share transformative stories while maintaining confidentiality.

  9. Content Sharing – Cross-post from blogs, research, or other platforms.

  10. Event Promotions – Webinars, masterclasses, or upcoming speaking engagements.

Instagram (IG) Content Types

Best For: Visual storytelling, short-form content, and community engagement.

  1. Reels (Short Videos) – 30-60 second clips with quick tips, personal stories, or myth-busting.

  2. Carousel Posts – Step-by-step guides, wellness routines, or case studies.

  3. Single Image or Quote Posts – Engaging hooks that share a strong message.

  4. Instagram Stories – Behind-the-scenes, polls, Q&A stickers, and countdowns.

  5. Infographics – Bite-sized, easy-to-digest wellness insights.

  6. Before & After (Conceptual Change) – How certain habits impact well-being.

  7. Mini-Vlogs – A day in the life, morning routines, or doctor wellness tips.

  8. Q&A or AMA (Ask Me Anything) – Invite engagement with audience-driven questions.

  9. Memes or Relatable Content – Lighthearted posts that educate and entertain.

  10. Collaboration Posts – Partner with other professionals for shared content.

LinkedIn (LI) Content Types

Best For: Professional insights, thought leadership, and in-depth discussions.

  1. Long-Form Articles – Blog-style posts expanding on medical, wellness, or leadership topics.

  2. Short-Form Thought Leadership – Reflections on industry trends or patient care.

  3. Case Studies & Success Stories – How integrative medicine impacts real people.

  4. LinkedIn Polls – Ask about healthcare trends or common patient challenges.

  5. Industry News & Commentary – Share research or new studies with expert insights.

  6. Engagement Questions – Spark discussions on wellness, medicine, or patient advocacy.

  7. Video Content – Professional or behind-the-scenes insights in short-form videos.

  8. Carousels / Slide Decks – Teach a concept in an engaging visual format.

  9. Listicles & Frameworks – “5 Things I Wish My Patients Knew” or “3 Ways to Reduce Stress Naturally.”

  10. Collaboration & Tagging Experts – Engage in discussions with other thought leaders.

Substack (Newsletter) Content Types

Best For: Long-form storytelling, deep insights, and direct audience connection.

  1. Personal Reflections & Stories – Share patient experiences, case studies, or career insights.

  2. Research-Based Articles – In-depth discussions on nutrition, wellness, and integrative health.

  3. How-To Guides & Practical Tips – Actionable steps for health optimization.

  4. Curated Content – A mix of links, books, research, and insights in a newsletter format.

  5. Q&A Style Posts – Answer common reader questions.

  6. Industry Trend Analysis – Discuss shifts in medicine, wellness, and patient care.

  7. Interviews with Experts – Spotlight other professionals in your network.

  8. Behind-the-Scenes Updates – What’s happening in your practice or content development.

  9. Weekly Challenges – Encourage readers to implement small health changes.

  10. Exclusive Subscriber Content – Early access to research, ebooks, or masterclasses.


Pro-Tip: Content Repurposing

  • Write a long-form Substack post → Break it into LinkedIn insights + IG carousel slides

  • Create a short IG reel → Expand it into a Facebook discussion post

  • Take audience Q&As from FB/IG → Turn them into a LinkedIn post or Substack article


Types of Content for Social Media & Substack

Here’s a breakdown of the best content types for each platform (Facebook, Instagram, LinkedIn, and Substack) to help you repurpose content strategically.

Facebook (FB) Content Types

💡 Best For: Community engagement, longer discussions, storytelling, and interactive posts.

  1. Long-Form Educational Posts – In-depth explanations of health topics, myth-busting, or patient education.

  2. Carousel Images – Multi-image slides for step-by-step guides or quick tips.

  3. Live Videos / Q&As – Real-time engagement on trending topics or audience questions.

  4. Polls & Questions – Spark discussions and engage your community.

  5. Stories & Reels – Short, snackable content that disappears in 24 hours.

  6. Infographics – Data-driven posts about health, wellness, or research findings.

  7. Behind-the-Scenes (BTS) Posts – A look into your daily work, personal routines, or clinic updates.

  8. Case Studies & Patient Wins (Anonymized) – Share transformative stories while maintaining confidentiality.

  9. Content Sharing – Cross-post from blogs, research, or other platforms.

  10. Event Promotions – Webinars, masterclasses, or upcoming speaking engagements.

Instagram (IG) Content Types

Best For: Visual storytelling, short-form content, and community engagement.

  1. Reels (Short Videos) – 30-60 second clips with quick tips, personal stories, or myth-busting.

  2. Carousel Posts – Step-by-step guides, wellness routines, or case studies.

  3. Single Image or Quote Posts – Engaging hooks that share a strong message.

  4. Instagram Stories – Behind-the-scenes, polls, Q&A stickers, and countdowns.

  5. Infographics – Bite-sized, easy-to-digest wellness insights.

  6. Before & After (Conceptual Change) – How certain habits impact well-being.

  7. Mini-Vlogs – A day in the life, morning routines, or doctor wellness tips.

  8. Q&A or AMA (Ask Me Anything) – Invite engagement with audience-driven questions.

  9. Memes or Relatable Content – Lighthearted posts that educate and entertain.

  10. Collaboration Posts – Partner with other professionals for shared content.

LinkedIn (LI) Content Types

Best For: Professional insights, thought leadership, and in-depth discussions.

  1. Long-Form Articles – Blog-style posts expanding on medical, wellness, or leadership topics.

  2. Short-Form Thought Leadership – Reflections on industry trends or patient care.

  3. Case Studies & Success Stories – How integrative medicine impacts real people.

  4. LinkedIn Polls – Ask about healthcare trends or common patient challenges.

  5. Industry News & Commentary – Share research or new studies with expert insights.

  6. Engagement Questions – Spark discussions on wellness, medicine, or patient advocacy.

  7. Video Content – Professional or behind-the-scenes insights in short-form videos.

  8. Carousels / Slide Decks – Teach a concept in an engaging visual format.

  9. Listicles & Frameworks – “5 Things I Wish My Patients Knew” or “3 Ways to Reduce Stress Naturally.”

  10. Collaboration & Tagging Experts – Engage in discussions with other thought leaders.

Substack (Newsletter) Content Types

Best For: Long-form storytelling, deep insights, and direct audience connection.

  1. Personal Reflections & Stories – Share patient experiences, case studies, or career insights.

  2. Research-Based Articles – In-depth discussions on nutrition, wellness, and integrative health.

  3. How-To Guides & Practical Tips – Actionable steps for health optimization.

  4. Curated Content – A mix of links, books, research, and insights in a newsletter format.

  5. Q&A Style Posts – Answer common reader questions.

  6. Industry Trend Analysis – Discuss shifts in medicine, wellness, and patient care.

  7. Interviews with Experts – Spotlight other professionals in your network.

  8. Behind-the-Scenes Updates – What’s happening in your practice or content development.

  9. Weekly Challenges – Encourage readers to implement small health changes.

  10. Exclusive Subscriber Content – Early access to research, ebooks, or masterclasses.


Pro-Tip: Content Repurposing

  • Write a long-form Substack post → Break it into LinkedIn insights + IG carousel slides

  • Create a short IG reel → Expand it into a Facebook discussion post

  • Take audience Q&As from FB/IG → Turn them into a LinkedIn post or Substack article



"Nature also patiently waited for me to learn and explore more deeply at each phase of my life."

Set Aside time to explore this more 

Tips to explore more:

It's Not Just A Cognitive Process
Keep an "emotion journal" for a week, noting how your feelings influence your business decisions.
In your next brainstorming session, practice active listening in your body. Focus on where you feel your emotions as you consider key decisions.
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Certification might be obtained through reputable organizations such as the American Board of Integrative Medicine (ABOIM) or the American College of Lifestyle Medicine (ACLM). However, it can also include a course of self-study or newfound interest.  Clinicians trained in this field use a variety of therapeutic approaches, including diet and nutrition, physical activity, stress management, and other non-pharmacological methods to prevent, treat, and often reverse chronic diseases. Their practice emphasizes patient-centered care (not disease-centered care), where the patient and practitioner are partners in healing.
A clinician qualified in integrative and lifestyle medicine typically holds a professional healthcare degree, such as MD, DO, NP, or PA, and has received additional training and certification in integrative and lifestyle medicine approaches; however, this is not essential.  This specialized training combines conventional medical practices with evidence-based, holistic methods that consider the spectrum of physical, emotional, environmental, and nutritional factors affecting health.

Certification might be obtained through reputable organizations such as the American Board of Integrative Medicine (ABOIM) or the American College of Lifestyle Medicine (ACLM). These clinicians are trained to use a variety of therapeutic approaches, including diet and nutrition, physical activity, stress management, and other non-pharmacological methods to prevent, treat, and often reverse chronic diseases. Their practice emphasizes patient-centered care, where the patient and practitioner are partners in healing.

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