Don’t Let Your 2025 Marketing Plan Miss the Mark: Why underestimating social media in 2025 could cost you key HCP engagement
As 2025 marketing planning ramps up, healthcare marketers face a critical decision: embrace social media or risk losing valuable healthcare professional (HCP) engagement. Social platforms have rapidly become a primary source of medical information, and failing to capitalise on this shift could leave your brand behind. Here’s why social media must be central to your 2025 strategy.
The Data You Can’t Ignore
HCPs are turning to social media in record numbers:
- 74% of HCPs access scientific content via social media.¹
- 64% of younger (born after 1990) HCPs say it’s critical or very important.²
- 63% use YouTube weekly for educational content.²
- 48% are active on LinkedIn weekly or more.²
With these platforms already integrated into their professional routines, the opportunity to connect with HCPs where they’re most engaged is too big to overlook.
YouTube: The Go-To for Education
Two-thirds of HCPs rely on YouTube weekly for professional learning. Short, insightful videos addressing clinical challenges or demonstrating products can make your brand a trusted resource.
2025 Tip: Allocate budget to produce high-quality video content. Educational videos can significantly boost brand credibility and audience engagement. Also, retarget current customers who are watching product instructional videos.
LinkedIn: The Professional Powerhouse
LinkedIn remains a hub for professional development, with nearly half of HCPs using it weekly. Share case studies, white papers, and host webinars to position your brand as a thought leader.
2025 Tip: Prioritise LinkedIn for fostering professional connections and driving meaningful engagement through thought leadership.
Don’t Lose the Next Generation
For HCPs born after 1990, social media isn’t optional; it’s essential. Platforms like Instagram and TikTok are gaining traction as younger professionals seek quick, engaging content.
2025 Tip: To capture this audience, diversify your social strategy with visually compelling content while maintaining a strong LinkedIn and YouTube presence.
Act Now: Secure Your Social Strategy for 2025
As competitors finalise their 2025 plans, now is the time to commit to a robust social media strategy. Platforms like YouTube and LinkedIn offer direct access to your target audience, and the cost of missing out is too high.
Don’t fall behind. Make social media a priority in your 2025 budget, and ensure your brand stays top of mind for HCPs.
Sources
1. Wiley Healthcare Professionals Content Preferences Survey (2023).
2. EPG, The Future of HCP Engagement (2023).
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SparkLife, founded by John Perkins and Carolyn Kelday, offers a proven marketing system designed to help life science companies navigate these challenges and reach their target audiences effectively. Their approach, which leverages digital expertise and strategic insights, has already demonstrated significant improvements in marketing performance.
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