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 &
Influe...
This Healthcare Audience is growing on LinkedIn
0	
  
500,000	
  
1,000,000	
  
1,500,000	
  
2,000,000	
  
2,500,000	
  
...
Who are Healthcare Practitioners on LinkedIn?
2.7MM
Healthcare Practitioners
on LinkedIn
1 – Other healthcare practitioner...
According to eMarketer:
Social Media is taking on a bigger role for physicians.
When it came to contributing to conversati...
In 2013, LinkedIn was the primary social media
preference for business purposes by Healthcare
Practitioners (HCPs)
Source:...
Over 1 in 4 HCP made use of LinkedIn, significantly
increasing usage compared to previous years
Source: AMN Healthcare “Us...
Source: Cegedim Relationship Management Whitepaper
– 2012 US Pharma Insights – November 2012
Social Media Usage & Frequenc...
Healthcare Practitioners on LinkedIn include a
growing proportion of US physicians
40%	
  
27%	
  
14%	
  
6%	
  
5%	
  
5...
10
After Internal Medicine(~20%) - the key specialties
among physicians on LinkedIn include:
Base: Validated Physicians/Su...
11
Top 3 resources HCPs are interested in accessing
through LinkedIn in the next year
“CME / education
materials - anythin...
12
Healthcare Practitioners are open to interacting
with healthcare brands on the platform
Source: LinkedIn Survey Researc...
HCPs – What do they do on LinkedIn?
#1 Research companies & people
–  Visiting company pages, viewing profiles
#2 Engage w...
How can Healthcare Companies engage?
#1 Create a presence on LinkedIn
–  LinkedIn Company Pages, Groups
#2 Share and publi...
Want to learn more?
Reach out: Stephanie Katzman
skatzman@linkedin.com
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Leave Gray's Anatomy on the Bookshelf: Discover How to Connect With Healthcare Professionals on LinkedIn

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72% of U.S. Internet users searched online for health information in the past year. Whether you are looking up health insurance options, trying to find the best hospital in your area, or researching side effects of medication, the internet can be a great place to start but can often lead to information overload.

Employees in the healthcare industry are in the same situation, inundated with a tremendous amount of information they need to consume to stay educated on evolving regulations, technologies, and treatments. Hardcopy journals or physician-focused websites used to be the go-to resource, but today more and more healthcare professionals are turning to social media sites like LinkedIn for collaborating with peers, ongoing education, coordinating conferences, and to hear from Healthcare Companies directly.

How can companies in the healthcare sector embrace this growing shift towards social media to engage this information-hungry audience? Our latest LinkedIn research provides deeper insights into who these healthcare professionals are and how to reach them.

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Leave Gray's Anatomy on the Bookshelf: Discover How to Connect With Healthcare Professionals on LinkedIn

  1. 1. Discover How to Connect With Healthcare Professionals on LinkedIn Leave Gray’s Anatomy on the Bookshelf
  2. 2. 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  
  3. 3. 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  
  4. 4. 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  
  5. 5. 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.
  6. 6. 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”
  7. 7. 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”
  8. 8. 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    
  9. 9. 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  
  10. 10. 10 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
  11. 11. 11 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
  12. 12. 12 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
  13. 13. 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
  14. 14. 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
  15. 15. Want to learn more? Reach out: Stephanie Katzman skatzman@linkedin.com

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