If there’s one thing that I’ve learned over many years of scientific marketing, it’s that no industry is immune to the power of social media – not even healthcare. It’s no longer a nice-to-have; if you are marketing a global healthcare brand, social media is a must, and any solid social media strategy starts with a good plan that aligns with your brand’s values, vision and mission. Read on to discover how to develop a strategy that will resonate with your target audiences and deliver results.

 

Why is social media essential for healthcare brands?

Social media is now a fundamental pillar of healthcare communication. It’s where patients search for information, healthcare professionals connect, and brands establish authority and build communities. In a sector defined by credibility and compliance, social media offers an opportunity to educate, inform and reassure in real-time. Whether you’re a MedTech start-up or specialist diagnostics company, social media is more than just a channel; it’s your public identity and a powerful opportunity to create and connect with your own community. This networking approach has distinct advantages over other forms of communication and press releases, including:

 

• educating clinical and non-clinical audiences, by presenting complex products, workflows and scientific concepts in a digestible format;
• improving credibility, by sharing research, citations and expertise from across your organisation;
• engaging with patient and professional communities, through consistent posts that add value to their experiences; and
• communicating in real time, by addressing misinformation, responding to crises, and staying visible and current in evolving discussions.

 

How social marketing works in healthcare

Marketing in healthcare comes with unique challenges. You’re not just promoting a product or

service; you’re often dealing with patient outcomes, ethical responsibilities, compliance issues and regulatory scrutiny. But that doesn’t mean healthcare social marketing can’t be creative, engaging and effective. It simply needs a strategic and informed approach. This involves:

 

• understanding your audience, whether it’s clinicians, patients, caregivers or regulators;
• balancing scientific accuracy with human empathy, by combining technical and evidence-led content with messages that resonate emotionally;
• establishing transparency, by clearly disclosing any affiliations, sponsorships or endorsements; and
• working within the rules, from MHRA and FDA guidance to ABPI codes and data privacy.

 

 

Which social media platform is best for marketing?

The right platform depends on your message, target audience and objectives. In our experience, LinkedIn stands out for professional engagement and thought leadership, while Facebook and Instagram are more effective for targeting patients. YouTube works well for both, particularly when sharing educational content. However, we wouldn’t recommend investing in X or TikTok for healthcare marketing at this time.

 

LinkedIn

LinkedIn is a powerful platform for B2B networking, thought leadership and employer branding. You can use it to post whitepapers, case studies and insights, while also running employee advocacy programmes to amplify your reach. Connect with professionals across the life sciences, diagnostics and MedTech sectors by sharing company news, awards and key new hires.

 

YouTube

YouTube is a fantastic channel for providing patient education, procedural explainers and behind-the-scenes content. It allows you to break down complex topics in an accessible way using animations, explainer videos or visual demonstrations. You can also host testimonial-style videos with clinicians or researchers to build trust and credibility. Incorporating SEO-rich titles and descriptions will further improve visibility and help drive inbound traffic to your website.

 

Instagram

Instagram is ideal for humanising your brand through visual storytelling. It’s a great space to share patient stories, highlight corporate social responsibility content, and post wellness-focused content or eye-catching visuals of your clinic or product. Its strength lies in delivering highly engaging, short-form content that captures attention and drives immediate interaction.

 

Facebook

Facebook is a valuable tool for community building and targeting older demographics. It allows you to create closed patient or support groups, run localised ad campaigns and host live Q&A sessions with clinicians.

 

 

Social media tracking: what metrics should you track to measure social media success?

Many of us automatically default to tracking likes, shares and follows, but you should be looking to

connect your social media activity to real-world results.

 

More meaningful social metrics include:

 

• Click-through rates to high value pages –  such as service pages or booking forms.
• Resource downloads – including brochures, eBooks or white papers.
• Webinar engagement – such as sign-ups or attendance rates.
• Appointment requests/demo bookings – driven by social content.
• Form completions/newsletter subscriptions – used as indicators of interest.
• Follower quality – are you attracting the right audience, such as HCPs, researchers or decision-makers?

 

Use analytics from each platform alongside tools like Google Analytics and UTM parameters to map

user journeys from social media channels to your website. This helps to demonstrate ROI in ways that actually matter.

 

How kdm can enhance your social media strategy

Healthcare social media isn’t about being loud. It’s about being relevant, trustworthy and consistent.

It also offers a valuable opportunity to lend some personality to your brand.

 

At kdm communications, we help healthcare and life sciences brands find their voice – and make sure it’s heard by the right people, on the right platforms, at the right time. Whether you need a full strategy overhaul, tactical support, or someone to run your day-to-day social content and posting, we’re here to help.

 

We combine scientific know-how with marketing expertise to develop:

 

• campaigns aligned to your brand;
• high value, relevant content, from video scripts and animations to white papers and infographics;
• integrated strategies that drive traffic to key landing pages; and
• thought leadership content designed to build your authority and expand your audience.

 

Explore our social media, content creation and digital marketing services to learn more. You can also get in touch to find out how we can help you strengthen your brand, engage your audience and deliver meaningful impact across digital channels.

Author: Annabel Sedgwick