Hint: HCPs are people, too!
The 2006 Experience
In the early years of social media, reaching HCPs on more personal platforms (at the time, Facebook and Twitter) was not the standard
Even though HCPs were on these platforms for personal consumption and connection, the power of social was not tapped into in its fullest
To that end, marketers leaned heavily on professional networks—such as LinkedIn and Doximity—to reach HCPs through an organic post from the company or organization page, as well as through targeted paid posts
The 2021 Experience
Today, we aim to reach HCP customers where they are in more meaningful and personalized ways. HCPs are heavy social users, with more than 90% using some form of social media (NCBI), making it an ideal environment for talking to them authentically
Social platforms and their various products have accelerated in popularity and use. For example, TikTok, Snapchat, Instagram, and Clubhouse are newer to the market yet have unmatched engagement when it comes to unique users and time spent, with the average person spending 2+ hours every day on social media
Social engagement is also another rising opportunity for reps to strengthen their relationship and meet their HCPs where they are, posting relevant content that lives in their Facebook or Twitter feed and/or sent in a direct message. It also elevates the rep authority and expertise in the space in the eyes of the HCP
In such an ever-evolving space with robust opportunities to target and connect with HCPs, more and more healthcare companies will continue to use social, finding creative ways to blend professional and personal content