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Discover How to Connect With Healthcare Professionals on LinkedIn
Leave Gray’s Anatomy on the Bookshelf
2
LinkedIn reaches four key healthcare audiences
1M+ Healthcare Channel Followers
266K Healthcare Opinion Leaders & Influencers
2.7MM Healthcare Practitioners:
(Physicians & Allied Health Professionals)
896K Healthcare Executives
*US only
This Healthcare Audience is growing on LinkedIn
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Jan-‐10 Jul-‐10 Jan-‐11 Jul-‐11 Jan-‐12 Jul-‐12 Jan-‐13 Jul-‐13 Jan-‐14
In 2013 Healthcare Audiences grew
+30%
Source: LinkedIn Analytics, November 2013 *US figures
Who are Healthcare Practitioners on LinkedIn?
2.7MM Healthcare Practitioners
on LinkedIn
1 – Other healthcare practitioners (HCPs) include: psychologists, mental health professionals/therapists, dentists, and pharmacists.
LinkedIn reaches over 40%1 of Physicians/ Surgeons in the US (~360K)
1-Total Physicians/Surgeons on the platform, identified via occupational targeting h"p://www.na*onalahec.org/pdfs/FSMBPhysicianCensus.pdf
According to eMarketer: Social Media is taking on a bigger role for physicians.
When it came to contributing to conversations on social media,
almost half of physicians (46%) did so daily or weekly.
In 2013, LinkedIn was the primary social media preference for business purposes by Healthcare Practitioners (HCPs)
Source: AMN Healthcare “Use of Social Media and Mobile by Healthcare Professionals: 2013 Survey Results”
Over 1 in 4 HCP made use of LinkedIn, significantly increasing usage compared to previous years
Source: AMN Healthcare “Use of Social Media and Mobile by Healthcare Professionals: 2013 Survey Results”
Source: Cegedim Relationship Management Whitepaper – 2012 US Pharma Insights – November 2012
Social Media Usage & Frequency by Clinicians is increasing significantly • LinkedIn outpaces the competition in usage by Clinicians
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
LinkedIn Facebook TwiKer
Visits multiple times per day
Visits mulNple Nmes per day
Healthcare Practitioners on LinkedIn include a growing proportion of US physicians
40%
27%
14%
6% 5% 5% 4%
Occupa*onal Breakout of Audience
DenNst
Pharmacist
Psychologist
Mental Health Professional Physician/ Surgeon
Medical Assistant/ Technician Nurse
360K Physicians/Surgeons on LinkedIn
2.7M Physicians + Allied Health Professionals on LinkedIn
5.5M Physicians Allied Health
Professionals in the US
LinkedIn reaches over 40%1 of Physicians/ Surgeons in the US
Source: LinkedIn Analytics, November 2013 1-Total Physicians/Surgeons on the platform, identified via occupational targeting h"p://www.na*onalahec.org/pdfs/FSMBPhysicianCensus.pdf
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After Internal Medicine(~20%) - the key specialties among physicians on LinkedIn include:
Base: Validated Physicians/Surgeons n=68 Which of the following best describes your current occupation? (Physician/Surgeon – please specify)
Pediatrics ~18,000
Radiology ~40,000
Anesthesiology ~11,000
Cardiology ~9,000
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Top 3 resources HCPs are interested in accessing through LinkedIn in the next year
“CME / education materials - anything that can centralize my online
efforts…”
“More information on conferences and continuing education offerings…”
“I’d like to see information/articles from scholarly journals / research articles…”
Source: LinkedIn Survey Research, November 2013 Base: Physicians & Allied Health (validated) n=203
“New research coming out, new products coming to market,
changes in practice guidelines…”
• (CME) Continuing Medical Education • Research findings • Conference information
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Healthcare Practitioners are open to interacting with healthcare brands on the platform
Source: LinkedIn Survey Research, November 2013 Base: Physicians & Allied Health (validated) n=203
58% Are interested in hearing about specific drug and device news.1
17% Interacted with drug/device representatives on the platform.2
50% Likely to join a Group sponsored by a health-related brand.3
HCPs – What do they do on LinkedIn?
#1 Research companies & people – Visiting company pages, viewing profiles
#2 Engage with content through insights
– Following influencers – Reading news – Keeping up with their network
#3 Connect & Communicate
– Send inMails – Increase their connections
Source: LinkedIn Analytics, November 2013 Base: US HCPs n=2.7M
How can Healthcare Companies engage?
#1 Create a presence on LinkedIn – LinkedIn Company Pages, Groups
#2 Share and publish insightful content
– Topics of interest to HCPs – New research – Product offerings & news – Conference opportunities
#3 Connect & Communicate
– Invite participation – Send inMails
Source: LinkedIn Analytics, November 2013 Base: US HCPs n=2.7M
