Survey finds that 57% of US HCPs have changed their perception of a medication based on information on social media

Oct 12









In today's connected society, social media's influence extends far beyond sharing cat videos and snaps of your latest holiday. A recent survey from Sermo and LiveWorld shows the major, and changing, role that social media plays in US health care professional's perceptions of medications, prescribing habits, ongoing medical education and professional networking. It also shows that US marketers are increasingly seeing social media as a critical channel for focus and investment.

HCP's views are changing
A key takeout from the survey is that a whopping 57% of US HCPs have changed their perception of a medication as a result of information seen on social media. This then leads to changes in prescribing habits for 41% of them. 46% of HCP's surveyed follow fellow HCPs and HCP influencers on social media. Interestingly, only 16% of surveyed HCPs reported that their perceptions have never been influenced by social media.

Pharma marketers are investing in social media
US pharma marketers are quick to recognise the value of social media as a key component in their marketing strategy, with 94% of pharmaceutical marketers seeing social media as vital for HCPs.
  • 90% have included social media in their 2023 marketing plans, with 50% planning to increase their social media budgets for HCPs.
  • 92% of marketers believe social media influences clinical decisions.
  • 56% are planning digital influencer programs for 2023.

Platform Preferences
As to how they are using the platforms available:
  • Physician communities like Doximity and Sermo are top choices for clinical purposes.
  • Facebook is popular for private medical groups.
  • LinkedIn is helpful for updates on presentations.
  • X (formerly Twitter) is used to follow hospitals and organisations.

What does this mean for more regulated markets like Europe?

Although the survey is based in the US - a market with very different regulations to the rest of the world - there are still many takeouts for marketers operating in regulated markets. It's important to also remember that social media is global in nature, so HCPs are not only engaging with accounts in their region.

In regulated markets, social media can play a central role in communications targeting HCPs by:
  • Amplifying unbranded communications to keep key messaging top of mind
  • Enhancing access to case studies, white papers, diagnostics tools and key data  
  • Extending the reach of medical events and conferences with tailored communication pre- and post-events.
  • Creating mental availability for your company so HCPs may be more receptive when a rep visits
  • Driving awareness of key issues
  • Helping HCPs to better understand the patient perspective


As social media evolves, its role in shaping perceptions and clinical decisions will only continue to grow, making it an indispensable part of the modern marketing mix. And as the next generation of HCPs are also digital natives, social media really can't be ignored.

Read more and download the full survey: Sermo press release

Ready to create brilliant campaigns?

Our specialist courses in social media for pharma offer you the chance to master essential marketing skills with step-by-step guidance in our videos and eBooks, plus plenty of templates and downloads to help you put your newfound learning into action right away.
Created with