Social media is having a real impact on how Australian doctors work, learn, and connect. According to our 2024 So What? Research Survey of Australian Doctors, half of Australian doctors are now using social media professionally. From browsing educational and research content to following medical influencers, social media is shaping the pharma landscape in ways that can’t be ignored.

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But here’s the challenge for pharma: Is your content capturing doctors’ attention?

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In this article we explore:

• The social media platforms doctors prefer
• Insights into doctors’ social media habits
• Social media’s impact on brand perceptions
• Key opportunities for pharma

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Where doctors spend time

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Knowing where doctors spend their time online is crucial to creating content that resonates and engages. Our survey shows that 1 in 2 Australian doctors are using social media for work. There are a few different online platforms where you will find them. Facebook leads the pack at 53% usage, with LinkedIn close behind at 46%. General practitioners (GPs) favour Facebook, while specialists lean towards LinkedIn. These platforms present the best opportunities for HCP engagement.

Beyond these frontrunners, YouTube and Instagram are also in the mix, capturing 37% and 22% of medical professionals respectively, with X (formally Twitter) rounding out the top five at 15%. These platforms offer diverse opportunities for pharma marketers to tailor their content strategies and make a greater difference across your target audiences.

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How doctors are using social media

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As touched on in our last article, the impact of social media on doctors is undeniable, with 95% using it for medical education.

Their top educational activities include:

• Browsing educational content (63%)
• Staying up to date on research and trends (55%)
• Receiving conference updates (49%)
• Sharing educational materials (35%)

Beyond learning, usage extends to collaboration and networking. 63% of doctors use social media to connect with peers with 50% actively networking, and 31% following digital opinion leaders. These connections foster knowledge exchange and professional growth, solidifying social media’s role in their daily work.

Perhaps surprisingly, 17% of doctors also use social media to interact with patients or the Australian public. Whether promoting their practice or discussing health topics, this group is extending their medical expertise into broader conversations.

The Pharma Disconnect and Opportunity

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The right partnerships - with respected physicians or thought leaders - can help you break through the noise and make a lasting impression in the social media space.

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Why Social Media Matters

Social media isn’t just influencing conversation - it’s shaping decisions.

Our research shows that it:

• Alters doctor’s perceptions of medications
• Influences prescribing behaviour
• Shapes opinions of pharmaceutical companies

For pharma marketers, every post, comment, and interaction matters. To make the right impact, your content needs to be:

• Relevant
• Educational
• Engaging
• Trusted

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From Presence to Impact

Doctors are relying on social media more than ever for professional guidance and education. If your brand isn’t part of these conversations, you’re not just missing an opportunity - you’re missing the chance to make a meaningful impression.

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Let’s make your social media strategy count. Contact us today to:

• Assess your current social media presence
• Gain insights into how doctors engage with content in your specialty
• Identify opportunities to amplify your voice and maximize your impact
• Build strategies that resonate, engage, and influence healthcare professionals

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In today’s social media age, presence isn’t enough - impact is everything.

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