Where Should Healthcare Brands Engage on Social in 2025?

There was a time when the closest healthcare got to social media was sending someone best wishes if they broke their arm in a cycling accident. Those days are long gone. As we approach 2025, even the most traditional healthcare organisations are finally coming to understand that social media is an unavoidable, essential and actually very effective part of connecting with both patients and HCP’s. But with so many platforms and so much noise, where should they focus their efforts? More importantly, how can they truly understand what their audience needs and wants?

Why taking social seriously is essential in 2025

First, a reality check. Between 2020 and 2024 thanks largely to the pandemic we've seen a massive shift in how people use social media for health info. 60% of patients now use social media to find healthcare services and information. One in ten people in the US use social platforms as a primary form of medical advice. We can thank a perfect storm of circumstances for this surge: lingering pandemic effects, the rise of health influencers, and healthcare services going digital have all played a part.

Many of us dismissed early TikTok as all dance challenges and lip-syncing teens, but in recent years the video app has become a serious player in health education with over half of people in the US using the platform as a search engine. In 2023 TikTok users spent roughly 1,393M hours watching content associated with healthcare and the #HealthTok and #HealthTips hashtags drew in over 2.6 Billion and 11.2 Billion views respectively. The pattern repeats on X, Instagram, Facebook and LinkedIn, and there’s no reason to believe it won’t continue on newer platforms like Threads and Bluesky.

An uptick in healthcare on social media also comes with its own set of problems, Misinformation is still a growing problem, and data privacy concerns haven't gone away. They've just... evolved. It means that staying across the conversation and understanding the pulse of your audience is becoming increasingly crucial.

So, how can healthcare brands thrive in this digital age?

Content is King, but Context is Queen

It's not just about what you say, but how and where you say it. Healthcare brands need to create content that's not only informative but also engaging and platform-appropriate. Adapt your message to the medium. The kicker here is that you can't just post and pray. Successful brands are constantly analysing, format, style and tone for engagement patterns and sentiment and constantly refining their content and social paid media strategy. They're not just broadcasting information; they're joining in conversations and engaging with treatment communities.

Building Digital Communities

Social media, as Elon Musk is constantly reminding us, is a “town square”. Many patients now turn to online communities for support, information, and connection. The American Heart Association, for example, manages several Facebook Groups focused on specific heart conditions. There are invaluable insights to be gained into patient concerns and needs in such communities. But it's not enough to just create these spaces - you need to listen actively. What are the recurring themes? What questions keep coming up? This intelligence can inform not just your social media strategy, but your broader treatment positioning, campaigns and patient support initiatives.

Navigating the Misinformation Minefield

Misinformation is one of the great dangers of our age and nowhere more when it comes to healthcare. As much as we’d rather they didn’t, people do believe what they read. Healthcare brands have a responsibility to provide safe and accurate information. But that doesn’t apply to individuals across social media who are largely free to say what they want regardless of how factually correct it is.

It’s important to understand why and where misinformation starts and address the underlying concerns. We can use advanced sentiment analysis to gauge public perception around health topics and identify gaps in understanding, alleviating common fears and widely-shared inaccuracies (something which became extremely important during the pandemic).

Platforms are slowly starting taking steps too. TikTok, for instance, partnered with the National Association of Nurses in 2021 to provide accurate COVID-19 information. But brands can't rely on platforms alone. They need to be proactive in their approach to combating misinformation.

The Trust Equation

In healthcare, trust is currency. And in the world of social media, trust is built through transparency, consistency, and authenticity. LinkedIn, for example, can be an excellent tool to foster discussions around industry trends and health issues, positioning a brand as thought leaders and engaging in two-way conversations, building credibility and trust.

But trust can be fragile, especially when it comes to data privacy. Be crystal clear about how you handle user data in our work monitoring health care conversation. We've seen this as a key factor in patients trusting brands.

Riding the Wave of Trends

Health topics can trend quickly on social media. Whether it's a new diet fad or concerns about a novel health threat, brands need to be ready to respond. This is where real-time social listening becomes invaluable. By keeping your finger on the pulse of social conversations, you can provide timely, accurate information when it matters most. But it's not just about reacting - it's about anticipating. Use trend analysis to stay ahead of the curve and position your brand as a go-to source for reliable health information.

The Bottom Line

This is a trend that’s only going to continue, becoming more embedded in our daily lives and businesses. The brands that are winning in this space aren't necessarily the ones with the biggest budgets. They're the ones who truly understand their audience, who engage authentically, and who use the power of social listening to continually refine their approach.

It’s a space HCP’s can’t afford to neglect. But more importantly, it's time to listen - really listen - to what your audience is saying, feeling, and needing. In the rapidly evolving world of healthcare and social media, your success depends on it.

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Category: COMMUNITY ENGAGEMENT AND SOCIAL LISTENING

Where Should Healthcare Brands Engage on Social in 2025?