Healthcare and Social Media in 2020

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Healthcare and Social Media in 2020


In today’s age of digital marketing, most consumer-facing brands recognize the importance of social media to their bottom line. Plain and simple, an effective social strategy means effective communication with audiences and customers. 

When it comes to effective communication, healthcare brands have responsibilities that go beyond their shareholders. 

Communication isn’t just a means to drive business results. Some brands communicate critical public health information to the general population, others are relied upon by individual patients to keep them informed in regards to their treatment, and some are tasked with educating vulnerable populations about solutions and products that can improve their health and well-being.

This report utilizes historical social media data from 2020 to shed light on how pharmaceutical and healthtech brands leveraged (or failed to leverage) social media during the pandemic, and what happened as a result. 

Key Insights From the Report: 

  • Negative sentiment was down by more than 10% in 2020 for biopharma brands, but increased by more than 3% for healthtech brands over the same period of time.
  • Total interactions on Twitter for leading biopharmaceutical brands rose nearly 255% in 2020 compared to the previous year.
  • Brands involved with Covid-19 vaccines or rapid-test development quickly surpassed the performance of brands that historically performed better and invested more into social.
  • In 2020, biopharma brands leveraged social media to a degree never seen before, leading to an unprecedented volume of content generated by branded profiles compared to previous years.

Download the full report to see healthcare brands adapted to the unique demands of 2020.



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