Pharmaceutical companies are missing out on a valuable opportunity to connect with doctors and patients through social media, according to a recent survey conducted by the physician influencer marketing agency MedFluencers. Nearly 90% of healthcare providers (HCPs) believe that the pharma industry isn’t fully leveraging social media as a communication tool.
The survey, which included healthcare providers from various specialties, highlighted that a significant number of patients are turning to online platforms for health information. In fact, 85% of doctors reported that patients have referenced social media posts during their appointments.
“Patients trust the information they find on social media, so it’s crucial for us as healthcare providers to offer accurate and engaging content to counter misinformation,” said Dr. Sanjay Juneja, president of innovation at MedFluencers. “It’s time for the pharma industry to engage more actively. Both patients and HCPs are ready for it!”
Interestingly, more than 90% of physicians expressed openness to learning about new drugs and medical devices through social media. This presents a significant opportunity for pharma to reach the over 50% of doctors who prefer not to engage with sales representatives in person, as well as the nearly 40% who tend to avoid traditional pharma-sponsored lectures.
To help pharmaceutical companies better navigate this landscape, MedFluencers is collaborating with marketing agency Lippe Taylor. Their partnership aims to connect drugmakers with physician influencers, providing guidance on the complexities of social media marketing—including medical regulations, sponsorship disclosures, and influencer partnerships.
“There is a growing need to engage audiences through social media for discovering symptoms, healthcare options, and treatment information,” said Corey Martin, managing director of creator marketing and influencer at Lippe Taylor. “HCP influencers who can create compelling content are essential for achieving these marketing objectives.”
