Bluesky for HCPs: What pharma marketers need to know

Aug 1
Bluesky is a new social platform that looks a lot like X (formerly Twitter) but works very differently behind the scenes. Built to be decentralised and user-controlled, it’s gaining attention, including from healthcare professionals (HCPs) looking for spaces to connect.

While it’s still early days, the “Medsky” community is starting to take shape. For pharma marketers, now is the time to observe, listen, and prepare. Here's what you need to know.
Bluesky works in a similar way to X. People post short messages, follow others, and join in conversations, all in a familiar scrolling feed. But what makes Bluesky different is how it's built. It’s designed to be decentralised, which means no single company owns or controls everything. Instead, users have more power to choose the algorithms they want, control how their data is used, and even move their account between different services built on the same system.

Bluesky was started by Jack Dorsey, the co-founder of Twitter (now X), as a way to rethink how social media should work — more open, less controlled, and more focused on user choice. While it's not as big as established platforms like X or LinkedIn, as at July 2025 the platform had over 37.5 million registered users. According to the latest estimates, Bluesky has 4.1 million daily active users. 

Are HCPs using Bluesky?

As of now, HCP usage on Bluesky is still limited, but here’s what we’re seeing in early patterns:

1. Early adopters are mostly curious or disillusioned with X
Some HCPs who were previously active on X have started exploring Bluesky out of frustration with recent platform changes, including concerns about content moderation, algorithm shifts, and data privacy. They found X, particularly the "Med Twitter" space, to be increasingly toxic and problematic. We've also seen health organisations, such as the NHS Confederation, the European Medicines Agency and the Royal Australian & New Zealand College of Psychiatrists pause or close their accounts on X. 
"Medsky" on Bluesky refers to the community of medical professionals and related individuals who have migrated from X to Bluesky, particularly after the platform's change in ownership and direction. It's a space on Bluesky where healthcare workers, researchers, and students can connect, share information, and discuss medicine without the issues they faced on X, like bots, trolls, and harassment. 

These users are testing the waters, reposting similar content, and seeing how communities are forming. 

2. Conversations are more niche, but growing
Bluesky still has a smaller community compared to other platforms, but HCPs who are there are beginning to:
  • Post public health messaging
  • Share links to research, journal articles, or commentary
  • Join discussions on healthcare policy, medical education, and ethics
  • Use hashtags to recreate topic hubs from X (e.g. #MedEd, #FOAMed)

3. Less noise leads to more authenticity (for now)
With fewer ads, bots, and noise, early users report that Bluesky feels more conversational and authentic. For HCPs, this is appealing - it feels like a “quieter X,” where peer interaction is more meaningful and less performative.

Are pharma companies using Bluesky?

Right now, some of the big pharma companies (such as Amgen, Eli Lilly, Novartis, Bristol Myers Squibb and AstraZeneca) have accounts, but we are yet to see any actively and regularly posting. As an example, Eli Lilly have posted five posts on Bluesky in the last 4 months and continue to be more active on X. Amgen are yet to post on Bluesky and are likewise remaining active on X. 

How can pharma marketers prepare for Bluesky?

While the platform is still in its early days, especially in healthcare, it offers a glimpse into what a decentralised, user-first social network could mean for digital engagement. For companies and brands that want to stay ahead of the curve, now is the time to observe, listen, and lay the groundwork. Here's how pharma can start preparing for Bluesky and monitor early signs of HCP activity.

1. Secure your handle early

Even if you’re not planning to be active yet, it’s smart to reserve your company’s handle to avoid impersonation or future access issues. This may include specialities (for example, not just "Novartis" but also "Novartis Cancer", "Novartis Clinical Research", etc.
  • Tip: Bluesky uses a domain-based handle system, so you can also link your brand’s web domain (e.g. @yourcompany.com) to verify ownership.

2. Start listening

Set up a basic, passive account to monitor how conversations are forming. Start by:
  • Following HCPs and public health advocates you know from X (more on that in the next point)
  • Searching hashtags like #MedSky, #MedEd, #Pharma, #HCP
  • Following other pharma and healthcare companies 
  • Keep a track of any topics, hashtags, or formats gaining traction

3. Map your digital KOLs

Look at your existing KOLs, creators, and advisors to see if any are already experimenting with Bluesky. As standard social media listening tools (e.g. Brandwatch, Meltwater, Sprinklr) don’t yet integrate with Bluesky, you can:
  • Use the in-app search to explore HCP hashtags and user bios
  • Create an internal tracker (such as a spreadsheet or Notion board) to log the HCP accounts you discover and the dates of viral or high-engagement posts
  • Save posts or threads to build a sample of HCP-relevant content

4. Monitor sentiment and gaps

Use Bluesky to spot unmet needs and conversation gaps, especially around medical education. This early-stage insight can help shape future content strategy and inform any future Bluesky pilot activity.
Right now, Bluesky doesn’t support paid advertising or advanced targeting. For pharma marketers, the priority should be understanding the platform’s culture, tone, and the kinds of content that genuinely resonate. 
For those ready to explore Bluesky, early adoption can pay off. With less competition, it's easier to gain organic reach and grow a following. As platforms mature, this gets harder without paid support. If the channel fits your strategy, consider starting by repurposing content you’re already creating for other platforms as a low investment way to get started.

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