Healthcare professionals (HCPs) are becoming increasingly Digital Natives
A May 2022 study found that two-thirds of HCPs now spend an average of 2 hours and 22 minutes daily on social media platforms (3). According to a 2021 Indegene study, HCPs have embraced digital channels more between 2019 and 2021. On social media, 77% of HCPs primarily use digital platforms for personal education, while over half also engage professionally, sharing ideas, staying updated with news, conducting research, and teaching. Additionally, 80% seek health-related information online.
Influence of Social Media on Pharma Marketing
Notably, the use of social media for receiving medical and promotional information from pharmaceutical companies rose from 41% in 2019 to 52% in 2021. This trend highlights the growing influence of social media among digitally savvy HCPs, who are turning to platforms like LinkedIn, X (formerly Twitter), and specialized medical communities for real-time insights and peer discussions. (2)
Shift in Communication Channels