Commentary

Pharma’s Untapped Goldmine: 9 In 10 Doctors Open To Learning About Prescription Drugs On Social Media

Published on July 17, 2024

A new survey reveals that pharmaceutical companies may miss a significant opportunity to engage with healthcare providers (HCPs) through social media platforms. According to research conducted by physician influencer marketing agency MedFluencers, more than 90% of surveyed doctors express openness to learning about new drugs and medical devices via social media channels.

The study, which included HCPs from over a dozen specialties, finds that nearly 90% of respondents believe the pharmaceutical industry is underutilizing social media as a communication method. This sentiment comes as traditional engagement tactics face challenges, with over 50% of doctors preferring to avoid drop-in visits from sales representatives and almost 40% reporting that they steer clear of typical pharma-sponsored key opinion leader lectures.

The research also highlights the growing influence of social media on patient behavior. Approximately 85% of surveyed doctors report that patients have mentioned social media posts during appointments, suggesting that online content is becoming a significant source of health information for consumers.

Sanjay Juneja, M.D., MedFluencers’ President of Innovation, emphasizes the importance of this trend, stating, “Patients are on social media, and they trust the content. It’s up to us as HCPs to provide accurate and engaging information to combat misinformation.”

In response to these findings, MedFluencers is partnering with marketing agency Lippe Taylor to connect pharmaceutical companies with physician influencers. The collaboration aims to guide drugmakers through the complexities of social media marketing, including navigating medical regulations, sponsorship disclosures, and influencer partnerships.

Corey Martin, managing director of creator marketing and influencer at Lippe Taylor, notes, “There is a growing need to connect with audiences using social media for discovering symptoms, healthcare, and treatment options. HCP influencers skilled in creating compelling content are crucial to meeting these marketing goals.”

Related Topics:social media platforms

Cecilia Carloni

Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.