phamax Webinars

Navigating Social Media for HCPs

Many pharma marketers are reluctant to reach HCPs on Social Media or don’t know how to effectively do it. In under an hour, David, our Chief Digital Officer, explains why both General and Professional Social Media are highly relevant platforms to reach HCPs, through a mix of high-quality organic, paid and influencer campaigns.

Presented by

David Douek

CDO at phamax Digital

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In this webinar

The rise of social media as a trusted platform for HCPs to access and share medical info

Distinctions between general social media platforms and professional networks for HCPs

The importance of high-quality, tailored content for maximizing HCP interactions

The role of DOLs in amplifying healthcare messages and enhancing online conversations

Summary of this webinar

Navigating Social Media for Healthcare Professional Engagement

Healthcare professionals (HCPs) are increasingly active on social media platforms worldwide, signalling a notable change in the way medical information and scientific discussions take place online. With around 50 million HCPs using these platforms for both personal and professional purposes, social media has emerged as a crucial resource for healthcare communication. This development highlights a rising confidence in these platforms as trustworthy sources of scientific information, pushing back against the longstanding doubts regarding the reliability of online medical content.

General vs. Professional Social Networks

There is a noticeable difference between general social media platforms such as Facebook, Twitter (X), and LinkedIn, and professional networks specifically designed for HCPs. General networks cater to a wide audience, including HCPs who may engage for both personal and professional reasons. In contrast, professional networks are tailored for the healthcare community, providing an environment conducive to focused and scientific discussions among colleagues.

Engaging HCPs on Social Media

The involvement of HCPs on social media creates fresh opportunities for effectively reaching this audience. Recognizing the differences between various types of networks is essential for customizing content and campaigns that appeal to the medical community. For example, while general social platforms allow for widespread outreach, professional networks foster a more specialized setting that encourages detailed scientific discussions and interactions.

The Power of Content in Social Media Engagement

The key to effectively engaging HCPs on social media is the quality of the content. Content that is distinctive, tailored to the specific platform, and promotes interaction is more likely to attract HCPs and encourage meaningful participation. Additionally, utilizing video content and taking advantage of the unique features offered by each social media platform can greatly boost the visibility and effectiveness of healthcare communications.

The Role of Digital Opinion Leaders

Similar to how Key Opinion Leaders (KOLs) have impacted the medical sector, Digital Opinion Leaders (DOLs) are playing a crucial role in shaping online healthcare conversations. By identifying and partnering with DOLs who have a significant following among HCPs, healthcare messages can gain greater reach and credibility, enhancing social media’s effectiveness as a tool for engaging with the medical community.

Conclusion

Incorporating social media into strategies for engaging HCPs provides a vibrant and effective means of communication. By recognizing the preferences and behaviours of HCPs on these platforms, healthcare organizations can use social media to share scientific information, encourage professional conversations, and ultimately enhance healthcare knowledge and practices.