The easiest way to do this is to utilize your existing data. A goldmine of information can be found in the check-in or check out forms people fill out at your business. Where are they coming from to visit your business or practice? What are their specific needs?
You can also go online to scrutinize your existing social media accounts. Which channels have the most interaction? The most feedback? The most reviews?
If you don’t have your own social media platforms, take a look at those of your competitors. See what they are doing in terms of social media and learn how their customers are interacting with their brand. Then mimic what’s working for them.