The pharma industry is increasingly embracing social media as a tool for influence – a term we are used to hearing in the context of fashion, beauty, or sport. But now, with the rise of new social media platforms like TikTok – where users are increasingly seeking out health-related advice in a more informal or entertaining capacity - health influencers are on the rise.

Both patients and healthcare professionals (HCPs) are increasingly using social platforms in a public-facing manner; to effectively communicate with one another, increase awareness about certain issues, as well as to promote tools and therapies. According to LinkedIn data, for example, there was a 30% rise in healthcare conversations on its platform related to topics such as medicine, health, and wellness in 2021 compared to the year prior.

So, how is the industry embracing the strategy?

In this article we'll look at HCP influencers, expert patients, prominent campaigns, regulatory challenges, dividing the personal and the professional, and building trust through long-term partnerships.