US Physicians on Social Media

What Marketers Need to Know About How Doctors Engage on Social Platforms

Report by Rajiv Leventhal  | UPDATED: Mar 22, 2024
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Report
Executive Summary
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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
About This Report
Doctors may change their opinions of medications and treatments based on new information they access on social media. Here’s how pharmaceutical marketers can seize the opportunity.
Topics
Digital Health
Social Media Users
Healthcare Providers
US
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

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?

How Often US Physicians Change Their Perceptions of Medications/Treatments and Prescribing Decisions Based on Social Media, Dec 2022 (% of respondents)
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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

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    Table of Contents

    1. Executive Summary
    2. Physicians are active social media users
    3. Which social platforms are physicians using?
    1. Physicians can be influenced by the medical information they access on social media
    2. How can pharmaceutical marketers capitalize on physicians’ social media engagement?
    3. Insider Intelligence Interviews
    1. Sources
    2. 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
    Interviewed February 1, 2024

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    First Published on Feb 21, 2024

    authors

    Rajiv Leventhal

    Contributors

    Jennifer Pearson
    VP, Research
    Lisa Phillips
    Principal Analyst, Digital Health