HCPs Are Consumers Too: Why Social Media Is No Longer Optional in Healthcare

Marketing

In the world of healthcare marketing, one truth is becoming increasingly clear: HCPs are consumers too. They scroll, swipe, like, tweet, post, and stream just like the rest of us — and their expectations for content and engagement are shaped by the same digital experiences that influence their everyday consumer behavior. We call these ‘blue jeans’ vs ‘white coat’ moments - but honestly, the blue jeans are often worn with the white coat.

In late ’24, we partnered with DHC and Brooke Fleming, Omichannel expert and Head of Orchestrated Customer Engagement at Sage on exploring emerging HCP marketing trends. At that time, one theme stood out: social media is no longer a “nice to have” — it’s table stakes for HCPs. Why? Because they are consumers and expect it.

The Consumerization of HCPs

Today’s HCPs aren’t just white coats in clinics — they’re digital natives, mobile-first professionals, and content consumers. According to Sermo, 46% of physicians check social media for personal reasons more than three times a day. And they’re not just lurking & scrolling — they’re engaging with peers, following healthcare trends, checking out pharma brands & content, and seeking out treatment insights.

In fact, 72% of HCPs follow a pharma company or branded treatment account to stay up to date on clinical data, product launches, and trial news (DHC/Sermo). That’s not a trend — that’s a shift. We have to remember that HCPs are people first. They’re scrolling Instagram, they’re watching TikToks, they’re on Reddit. They’re not just clinicians — they’re consumers of content.

Social Media: From Consumer Channel to HCP Essential

Historically, social media was seen as a consumer-only play. But that mindset is outdated. As we discussed in the DHC webinar, social media for HCPs is becoming a core component of omnichannel brand plans. Whether it’s LinkedIn for thought leadership, YouTube for clinical explainers, or even Reddit for peer discussions — HCPs are there.

And if they’re there, you should be too.

What Healthcare Marketers Can Learn from Consumer Brands

Consumer brands have long mastered the art of social media. Healthcare marketers can borrow a few pages from their playbook:

• Short-form video: Think TikTok-style explainers or Instagram Reels with KOLs.
• Influencer strategy: Enter the DOL (Digital Opinion Leader). HCPs trust their peers.
• Community building: Create spaces for dialogue, not just monologue.

“We’re seeing the rise of the DOL — the Digital Opinion Leader. These are the HCPs who are building followings and influencing peers. There’s a huge opportunity to learn from them and even partner with them.”
— Julie Granberry, EVP, Strategic Growth at Relevate Health

Social as a Channel in the Omnichannel Experience

Social media isn’t the channel — it’s a channel. But it’s a critical one. Omnichannel engagement, or a data-driven unified brand experience across channels, is expected (just like it would be if I were shopping for a new pair of jeans), and social plays a key role in that ecosystem.Whether it’s nudging an HCP toward a rep visit, reinforcing a message seen in an email, or simply being present in their daily scroll — social media helps brands and/or clinical educational content stay relevant, visible, and valuable.

“Social media is important, but it always gets back to knowing your customer best. If your HCP demographic leans heavily into social, you should too. Be where they are — not where they aren’t.”
— Brooke Fleming, Head of Orchestrated Engagement at Sage Therapeutics

Final Thought: Be Where They Are

HCPs are consumers. They expect the same seamless, personalized, and engaging experiences they get from Netflix, Amazon, or Spotify. If your brand isn’t showing up on social — or worse, showing up in the wrong way — you’re missing a major opportunity.

So ask yourself: Are you meeting your HCPs where they are? Or are you still waiting for them to come to you?