In a groundbreaking survey by MedFluencers, a significant shift has been identified in how healthcare professionals (HCPs) are leveraging social media for pharmaceutical education and patient engagement. MedFluencers, an HCP influencer marketing agency founded by physicians, surveyed HCPs across 15 specialties to understand their interactions with pharmaceutical and medical device companies on social media.
The survey revealed that an impressive 85% of HCPs reported patients referencing social media posts during clinical visits. Dr. Sanjay Juneja, President of Innovation at MedFluencers, highlighted 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.” Dr. Juneja emphasized the necessity for pharmaceutical companies to support these efforts, calling on the industry to step up: “Patients and HCPs are here!”
Additionally, the survey found that 92% of HCPs are receptive to learning about new pharmaceuticals or medical devices through social media. Dr. Adam Goodcoff, CEO and Co-founder of MedFluencers, noted, “The next generation of medicine doesn’t want stale lectures and boring iPad presentations.” Remarkably, over 50% of physicians expressed a preference to avoid visits from industry sales representatives, and nearly 40% shunned traditional KOL lectures for their educational needs.
Dr. Goodcoff further observed that almost 90% of HCPs believe that the pharmaceutical industry is underutilizing social media as a communication tool. In response to this finding, MedFluencers has formed a strategic partnership with Lippe Taylor, a renowned agency, to help pharmaceutical and healthcare clients navigate the complex landscape of medical regulations, disclosure, and influencer pricing.
Corey Martin, Managing Director of Creator Marketing & Influencer at Lippe Taylor, underscored the necessity of this partnership: “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.” This collaboration aims to assist pharma companies in achieving impactful marketing results while ensuring compliance and safety.
The desire among HCPs to connect with peers and inform patients about cutting-edge treatments is driving the surge in social content created by credentialed experts. This trend is no longer just a passing phase but has emerged as one of the fastest-growing sectors of the creator economy.
About MedFluencers
MedFluencers is the leading Healthcare Influencer Marketing Agency, connecting healthcare professionals with impactful, compliant campaigns. With a network of over 350 reputable HCP influencers across 25 specialties, MedFluencers provides unmatched access to niche markets. For more information, visit MedFluencers.
