Healthcare providers engage on social media for both professional and personal purposes. Pharmaceutical marketers can meet them on these platforms - but they need to better understand physicians’ online behaviors, attitudes toward social media, and preferences for accessing medical information online.
Key Question: How are physicians using social media today, and how can pharma marketers more effectively connect with them on various platforms?
Key Stat: Many US physicians will change how they feel about medications or treatments, as well as their prescribing choices, based on information they’ve seen on social media.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 6 Charts: Reliable data in simple displays for presentations and quick decision making.
- 1 Expert Perspective: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- Physicians are active social media users
- Which social platforms are physicians using?
- Physicians can be influenced by the medical information they access on social media
- How can pharmaceutical marketers capitalize on physicians’ social media engagement?
- Insider Intelligence Interviews
- Sources
- Media Gallery
Charts in This Report
- How Often US Physicians Change Their Perceptions of Medications/Treatments and Prescribing Decisions Based on Social Media, Dec 2022 (% of respondents)
- Types of Information US Physicians* Like to Receive on Social Media, May 2023 (% of respondents)
- Social Media Accounts US Social Media Users* Follow for Health-Related Content, Dec 2023 (% of respondents)
- Frequency With Which US Physicians Use General* vs. Healthcare** Social Networks for Professional Purposes, Aug 2023 (% of respondents)
- US Healthcare Providers Who Primarily Consume vs. Create Work-Related Content* on Social Media, Aug 2023 (% of respondents)
- Actions Taken by US Physicians* After Reading Medical-Related Social Media Posts, Aug 2023 (% of respondents)
Interviewed for This Report
- Casey Ross - FCB Health New York | An IPG Health Company, Senior Vice President, Social Media Strategy Director
