How to reach healthcare professionals on social media
Did you know that more than 7 out of 10 healthcare professionals (HCPs) use social media regularly? Connecting with them online is a powerful way to share valuable insights and build lasting relationships.
However, marketing to physicians and other medical professionals on social media requires a thoughtful approach. In this guide, we’ll look at how HCPs use social media and explore strategies to help your message stand out among this crowd.
Understand the HCP audience
To connect with HCPs on social media, it’s key to understand who they are and how they like to engage online. A recent survey of 2,615 HCPs by the Clinical Education Alliance found that 71% of HCPs use social media regularly.
The survey found that most respondents were physicians (51%), many of whom were practicing in urban settings (60%), and most had been practicing for more than 15 years (71%). These insights tell us that experienced, urban-based physicians make up a large portion of HCPs on social media.
The most widely used platform among the HCPs surveyed is Facebook (71%), which aligns with the idea that HCPs are engaging with more mainstream social networks. A significant portion of social media users (45%) use these platforms to access continuing professional development (CPD) activities. This opens an opportunity for healthcare brands to share educational resources and CPD-certified materials.
While social media can be an invaluable tool for education, HCPs also have concerns. Legitimacy of the information, privacy issues, time constraints, and institutional barriers were all cited as concerns by surveyed professionals. These factors highlight the importance of ensuring that any content shared with HCPs on social media is both credible and respectful of their privacy and time.
Focus on the right platforms
Not all social platforms are created equal when it comes to HCP marketing. Some are designed for professional networking, while others may focus on more personal interactions. To make the most of your HCP targeting, it’s crucial to know where these professionals are spending their time. Here’s a breakdown of the most popular platforms:
71% of surveyed HCPs reported using Facebook. Facebook can be an effective platform for engaging with HCPs by sharing educational content and industry updates and participating in professional groups.
YouTube
58% of surveyed HCPs use YouTube. This platform is ideal for sharing video content, such as educational videos, interviews, and case studies. Short, informative videos can help you reach HCPs who prefer visual learning.
52% of surveyed HCPs use LinkedIn. This platform is the primary space for professional networking. To engage HCPs here, share thought leadership content, case studies, and industry news. LinkedIn is also a great platform to connect with HCPs and establish professional relationships.
51% of surveyed HCPs use WhatsApp. While WhatsApp is primarily a messaging platform, it can be used for sharing timely updates and connecting with groups. However, engagement should be done thoughtfully, as it’s a more personal communication tool.
42% of surveyed HCPs use Instagram. Instagram’s visual format is great for sharing infographics, while Instagram stories can be especially effective for sharing quick, digestible content.
Twitter/X
27% of surveyed HCPs use Twitter/X. This platform is useful for sharing brief, timely updates, joining healthcare-related conversations, and keeping up with the latest trends. Engaging with relevant hashtags or healthcare discussions can help you reach this audience.
Clinically focused platforms (e.g., Doximity, Medscape)
20% of surveyed HCPs use clinically focused platforms like Doximity and Medscape. These platforms cater specifically to HCPs and provide an environment for sharing medical updates, case studies, and clinical discussions.
TikTok
10% of surveyed HCPs use TikTok. This platform is still growing in the healthcare space, but short, engaging videos can be effective for reaching younger audiences and sharing educational content related to healthcare.
5% of surveyed HCPs reported using Reddit. While the audience is smaller, Reddit is known for its in-depth discussions in healthcare-related subreddits. You can engage with HCPs by participating in conversations, answering questions, and sharing resources in relevant communities.
Create content that speaks to the unique needs of HCPs
HCPs are bombarded with information daily, so it's important to ensure that the content you share stands out. Focus on providing value that’s directly relevant to their practice and professional life. For instance, given that 45% of surveyed HCPs use social media for accessing CPD-certified activities, you should focus on creating educational, authoritative content.
- Educational resources: HCPs are constantly learning and updating their knowledge. Provide them with helpful clinical resources, guidelines, and research summaries that they can apply directly to patient care.
- Industry news and insights: Stay ahead of the curve by sharing news about breakthroughs in treatment, new studies, or regulatory updates that could impact their work. This positions you as a thought leader in the field and keeps HCPs informed.
- Concise visuals: Social media thrives on quick, digestible content. Infographics, visual summaries of research, or even quick videos or animations can help HCPs easily absorb key points without having to sift through long-form content.
Leverage social media advertising
While organic reach is important, social media advertising can help you get your message in front of the right HCPs faster. The key here is to use highly targeted ads that zero in on your ideal audience. When HCP targeting with ads, consider using:
- LinkedIn ads: LinkedIn’s ad targeting is ideal for reaching healthcare professionals. You can refine your targeting based on traits like job title, company name or industry, and professional or personal interests. Sponsored InMail messages are particularly effective for a more personalized touch.
- Facebook and Instagram ads: These platforms offer detailed targeting options as well, allowing you to narrow your audience by interests, profession, and demographics. A well-crafted ad with compelling visuals can make all the difference in grabbing an HCP’s attention.
- Twitter ads: Twitter offers keyword and interest-based targeting, allowing you to show your ads to those who are actively discussing topics relevant to healthcare. Consider running Twitter ads around healthcare events or relevant industry hashtags.
Using an HCP targeting solution can help narrow in on the right audience, ensuring your outreach is focused on those most relevant to your end goals.
Build authentic relationships
Social media isn’t just about broadcasting your message; it’s about building relationships. HCPs are more likely to engage with your content if they feel like they’re having a conversation, rather than being sold to. Consider the following:
- Participate in conversations: Don’t just post and disappear. Engage with the content shared by others in the healthcare space. Comment on their posts, share your thoughts on industry news, and ask thoughtful questions that invite engagement.
- Showcase user-generated content: Encourage HCPs to share their stories, insights, or experiences. By featuring their content, you build trust and show that you value their contributions to the healthcare community.
- Collaborate with influential HCPs: Collaborating with key influencers in the healthcare space can boost your credibility. Look for HCPs who have a large following and are respected in their field. Their endorsement of your content can go a long way in building trust with your audience.
Measure and adjust your strategy
To ensure that your social media efforts are effective, it’s important to track performance and continuously refine your strategy.
- Engagement metrics: Look at likes, shares, and comments to see how well your content is landing with HCPs. High engagement is a sign that your content is valuable.
- Click-through rates (CTR): Measure how often your audience clicks on links to read more or sign up for resources. A higher CTR means your calls-to-action (CTAs) are compelling.
- Follower growth: Keep track of how your social media following grows over time. A steady increase suggests that HCPs are finding your content useful and relevant.
- Lead generation: If your goal is to convert HCPs into customers or advocates, track leads and conversions to see how your social media efforts are contributing to your bottom line.
Additionally, incorporating HCP engagement solutions into your social media strategy can help you drive stronger HCP marketing performance.
Going beyond social media to reach HCPs
While social media is a helpful tool, effectively reaching healthcare professionals requires a more comprehensive approach. Attending industry conferences, having direct conversations, and tapping into HCP data can often provide deeper insights.
At Definitive Healthcare, we simplify this process by offering a wealth of data on healthcare providers and their activities. By aggregating information from trusted sources, we give you a clear, 360-degree view of HCPs—whether it’s their social media presence, industry affiliations, or clinical and professional activities.
Ready to discover the right HCPs and reach them more efficiently? Start a free trial with Definitive Healthcare today and see how our platform can help you connect with the healthcare professionals and organizations that matter most.