Social Media in Healthcare Statistics 2024 By Data, Insights, Engagement

Trishita Deb
Trishita Deb

Updated · Apr 10, 2024


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Social Media in Healthcare Statistics: Social media has emerged as a powerful and transformative force in the healthcare industry, revolutionizing the way healthcare organizations, professionals, and patients interact and communicate.

The integration of social media platforms in healthcare settings has enabled unprecedented opportunities for patient engagement, information dissemination, and public health campaigns.

As the world becomes increasingly interconnected through digital channels, the use of social media in healthcare continues to evolve, offering immense potential for improving healthcare outcomes and fostering greater transparency in the healthcare landscape.

Social Media in Healthcare Statistics

Editor’s Choice

  • The Global Virtual Health Service Market size is expected to be worth around USD 50.9 Billion by 2032 from USD 7.1 Billion in 2022, growing at a CAGR of 22.4% during the forecast period from 2023 to 2032.
  • Over 80% of internet users aged 18-49 have reported seeking health information on social media platforms.
  • Healthcare professionals’ adoption of social media for professional purposes has grown to 91%, with 65% using it for patient education.
  • More than 40% of patients claim that social media interactions with healthcare providers positively impact their decision-making process.
  • Facebook remains the leading social media platform for healthcare marketing, with around 89% of hospitals actively using it to engage with their audience.
  • 60% of doctors state that social media has positively influenced the quality of patient care they provide.
  • Twitter has become a prominent platform for health-related discussions, with over 1 million tweets related to health topics posted daily.
  • 72% of people have reported sharing their health experiences on social media, seeking support from their network.

(Source: GlobalWebIndex, JMIR Publications,, PwC Health Research Institute)

Virtual Health Service Market

Social Media in Healthcare Statistics – Healthcare Industry

  • More than 60% of people use social media to search for health information, leading to increased patient engagement and empowerment.
  • Facebook remains the most popular social media platform for healthcare organizations, with around 95% of hospitals having an active presence on the platform.
  • Twitter is widely used by healthcare professionals, and approximately 87% of physicians report using Twitter for professional purposes.
  • Instagram’s healthcare engagement is rising, with healthcare-related posts receiving over 4.5 billion likes per month.
  • LinkedIn is gaining traction in the healthcare industry, with 70% of medical professionals stating they use the platform for networking and professional development.
  • More than 50% of patients share positive experiences on social media, while 35% share negative experiences, impacting the reputation of healthcare providers.
  • Around 70% of healthcare consumers trust healthcare information shared by their peers on social media.
  • Telemedicine adoption has significantly increased, with over 80% of healthcare organizations implementing telemedicine solutions due to COVID-19.
  • Health-related YouTube videos receive approximately 16 billion views each month, making them a crucial platform for health education and awareness.

(Source: Pew Research Center, Greystone, NCBI, Hitwise, Medical Marketing & Media, PwC, JMIR Publications, American Hospital Association)

The Impact of Facebook in Healthcare: Insights and Adoption Trends

  • Over 70% of healthcare professionals in the United States use Facebook for professional purposes, such as sharing medical knowledge and engaging with patients.
  • A survey revealed that 40% of patients rely on information from Facebook to make decisions about their healthcare, highlighting the platform’s impact on patient decision-making.
  • Facebook has seen a surge in health-related groups and communities, with over 1.5 billion users engaged in health-related discussions, making it a significant platform for patient support and peer-to-peer interaction.
  • Healthcare organizations that actively use Facebook for marketing and outreach report an average increase of 45% in website traffic and patient inquiries, indicating its effectiveness as a promotional tool.
  • Around 88% of hospitals in the United States have a Facebook presence, making it the most widely used social media platform by healthcare institutions.

(Source: Journal of Medical Internet Research, PwC Health Research Institute, Facebook Newsroom, Social Media Examiner,

Social Media in Healthcare Statistics – Impact of Twitter in Healthcare

  • Twitter is a popular social media platform for healthcare communication, with over 55% of healthcare professionals having active accounts for professional purposes.
  • A study found that healthcare institutions and providers post an average of 1.7 tweets per day, with 87% of their tweets being informational and 13% promotional.
  • Patient engagement is significant on Twitter, with approximately 42% of healthcare consumers using the platform to search for health-related information.
  • Over 75% of patients have reported that social media posts from healthcare providers influenced their decision in choosing a specific treatment or hospital.
  • Healthcare-related tweets are more likely to be retweeted than non-healthcare tweets, with an average retweet rate of 24% for health content.
  • Twitter has become a vital channel for healthcare organizations during public health emergencies, with over 80% of state health departments actively using Twitter for crisis communication.
  • Healthcare professionals use Twitter for knowledge sharing and networking, with over 70% of physicians reporting that they use Twitter to stay updated on medical advancements.
  • The top health-related hashtags on Twitter include #healthcare, #wellness, #medical, and #fitness, generating millions of impressions daily.
  • Patients and caregivers often share personal experiences on Twitter, with nearly 40% of users discussing their healthcare journey, symptoms, and treatment outcomes.
  • Pharmaceutical companies use Twitter to engage with their audience, and 67% of them have an active Twitter presence to provide health-related information and updates.

(Source: Journal of Medical Internet Research, PwC Health Research Institute, Demi & Cooper Advertising and DC Interactive Group, Journal of Community Health, Ogilvy Health, Social Media Today)

Social Media in Healthcare Statistics – Instagram’s Impact on Healthcare

  • Instagram has over 1 billion monthly active users, making it one of the most popular social media platforms worldwide.
  • Approximately 70% of healthcare professionals use social media platforms like Instagram for professional networking and sharing medical information.
  • Healthcare organizations that actively use Instagram experience, on average, a 37% increase in engagement with their target audience.
  • A study revealed that 57% of Instagram users have searched for health-related information and medical advice on the platform.
  • Visual content, such as images and videos, on Instagram, receives 40 times more user engagement than other types of content.
  • 73% of consumers trust the health information shared by healthcare providers on Instagram, creating a sense of credibility and trust.
  • Healthcare campaigns on Instagram have shown to be effective, with a reach of 3 times more than other social media channels.
  • Instagram stories have become a popular tool for healthcare providers to share daily health tips, reaching over 500 million daily active users.
  • Hashtags related to health and wellness, such as #healthyliving and #selfcare, have been used in more than 100 million posts on Instagram.
  • During the COVID-19 pandemic, healthcare-related posts on Instagram increased by 93%, reflecting the platform’s role as a vital source of information during crises.

(Source: Instagram Press, American Medical Association, Hootsuite, HubSpot, National Library of Medicine, Edelman Trust Barometer, Sprout Social, Instagram Press, Instagram, Statista)

Social Media in Healthcare Statistics

LinkedIn’s Impact on Healthcare Engagement and Networking

  • LinkedIn has become a crucial platform for healthcare recruiters, with 89% of healthcare companies using it for talent acquisition and job postings.
  • Healthcare-related content on LinkedIn receives 20% higher engagement compared to other industries.
  • More than 50% of physicians and healthcare executives on LinkedIn report that they use the platform to share medical knowledge and insights.
  • 73% of pharmaceutical marketers have utilized LinkedIn ads for targeted marketing campaigns to reach healthcare professionals.
  • The most common content shared by healthcare organizations on LinkedIn includes research articles, industry news, and career opportunities.
  • LinkedIn Groups focusing on healthcare topics have seen a 45% increase in member engagement over the past year.
  • Healthcare executives are 47% more likely to engage with thought leadership content on LinkedIn compared to other social media platforms.
  • LinkedIn’s user base in the healthcare industry has grown by 28% in the last two years, highlighting its increasing relevance in the sector.
  • Healthcare professionals spend an average of 15 minutes per day on LinkedIn, making it an effective channel for reaching and engaging with this audience.

(Source: Hootsuite, SocialPilot, HIMSS, Digital Pharma, Edelman, LinkedIn, Statista, Digital Information World)

Social Media in Healthcare Statistics – YouTube Usage in Healthcare

  • YouTube is a prominent platform for healthcare content, with over 74% of adults in the US using it to access health-related information.
  • Around 71% of healthcare-related searches on YouTube are focused on finding information about specific medical conditions and treatments.
  • Medical professionals are actively engaging on YouTube, with over 54% of physicians and healthcare providers using the platform to watch professional content.
  • Health-related videos on YouTube receive an average of 4,000 views, indicating a substantial audience for healthcare content.
  • Videos featuring patient testimonials and experiences are highly influential, with 86% of viewers saying they were more likely to trust a doctor after watching such content.
  • 52% of patients report that YouTube videos have influenced their health-related decisions, such as choosing a specific treatment or seeking a second opinion.
  • Approximately 83% of healthcare organizations have an official YouTube channel to share educational content and engage with their audience.
  • 78% of healthcare professionals believe that YouTube has positively impacted patient care and health outcomes through information accessibility.
  • YouTube’s role in patient support is significant, with 64% of patients indicating that they have found comfort and support from healthcare-related videos on the platform.

(Source: Pew Research Center, Google, True North Custom, Social Media Today)

Patient Engagement and Communication – Social Media in Healthcare Statistics

  • 84% of patients use social media to seek health information and connect with healthcare organizations.
  • 60% of doctors believe that social media improves patient care by providing access to timely medical information.
  • 71% of patients say that positive reviews and social media presence are essential when choosing a healthcare provider.
  • 58% of patients feel comfortable discussing their health issues on social media, indicating the potential for open communication and support.
  • 92% of healthcare organizations use social media for health promotion, patient education, and disease awareness.
  • 67% of patients have reported using social media to post about their health experiences, shaping conversations around specific conditions.
  • 48% of patients follow health-related pages on social media, making it a valuable channel for healthcare providers to engage with their audience.
  • 76% of hospitals and healthcare systems use social media for crisis communication and to provide real-time updates during emergencies.
  • 83% of healthcare professionals believe that social media can improve patient engagement and patient-provider communication.
  • 51% of patients state that social media interactions with healthcare providers positively influence their perception of the quality of care.

(Source: PwC Health Research Institute, Software Advice, JMIR, Mediabistro, Allied Physicians, HealthLink Dimensions)

Advertising and Promotion in Healthcare

  • Social media advertising spending in the healthcare industry is projected to reach $3.14 billion by 2025, reflecting a significant increase from previous years.
  • Over 60% of healthcare marketers consider Facebook as the most effective social media platform for advertising and promotion.
  • Mobile advertising in the healthcare sector has witnessed remarkable growth, with a 63% increase in ad spending on mobile platforms over the last three years.
  • Video advertising has become a dominant form of promotion in healthcare, with 85% of healthcare marketers using video content to reach their target audience.
  • Instagram has emerged as a valuable platform for healthcare promotion, with an engagement rate of approximately 1.60% for healthcare-related posts.
  • Influencer marketing in healthcare has gained traction, with 86% of healthcare marketers leveraging influencers to promote products and services.
  • Search engine advertising, like Google Ads, remains a popular choice for healthcare promotion, with 75% of users stating they visited a hospital’s website after clicking on a search ad.
  • Personalized advertising strategies in healthcare have shown promising results, with personalized email campaigns leading to a 75% increase in click-through rates.
  • Digital ad spending in the healthcare and pharma industry is projected to grow by 14.2% annually, reaching $11.39 billion by 2023.
  • The Healthcare Advertising Market size is expected to be worth around USD 59.9 Bn by 2032 from USD 36.2 Bn in 2022, growing at a CAGR of 5.3% during the forecast period from 2023 to 2032.

(Source: Statista, eMarketer, HubSpot, Rival IQ, Google, DMA,

Social Media in Healthcare Statistics

Influencer Marketing in Healthcare

  • 63% of healthcare consumers trust health information shared by influencers.
  • 82% of patients are likely to follow health advice given by healthcare influencers.
  • 70% of healthcare marketers use influencer marketing as part of their overall strategy.
  • The healthcare influencer market is expected to grow by 10.1% from 2021 to 2025.
  • 55% of healthcare professionals believe that influencer marketing can positively impact public health awareness.
  • Instagram and YouTube are the top two platforms where healthcare influencers have the most significant impact.
  • Healthcare-related content from influencers sees a 45% higher engagement rate compared to content from healthcare organizations.
  • Micro-influencers (less than 50,000 followers) have a 60% higher engagement rate for healthcare-related content compared to macro-influencers (over 50,000 followers).
  • 78% of healthcare marketers consider measuring the ROI of influencer marketing a top challenge.
  • The average cost of collaborating with a healthcare influencer is $450 per post on Instagram and $850 per video on YouTube.
  • In 2022, there were more than 26 thousand influencers in the health and wellness vertical in Vietnam, the highest number across the surveyed Southeast Asian countries. In contrast, the Philippines had around 2.4 thousand health and wellness influencers that year.

(Source: Wunderman Thompson, Ogilvy Health, Traackr, Business Wire, Springer, GlobalData, Meltwater, ExpertVoice, eMarketer,, Statista)

Key Challenges – Social Media in Healthcare Statistics

  • Misinformation Impact: Over 60% of people have reported coming across health-related misinformation on social media platforms.
  • Patient Privacy Concerns: Around 70% of patients worry about the privacy of their health data when sharing it on social media.
  • Unreliable Health Information: About 75% of internet users believe that not all health information on social media is accurate.
  • Regulatory Compliance: Only 21% of healthcare organizations feel confident in their ability to comply with regulations while using social media.
  • Ethical Dilemmas: Nearly 40% of healthcare professionals have encountered ethical dilemmas related to social media use in patient care.
  • Data Security Incidents: In a survey, 45% of healthcare employees admitted to accidentally sharing patient data on social media.
  • Medical Misdiagnosis: Studies suggest that social media contributes to at least 1 in 20 medical cases of misdiagnosis.
  • Online Bullying: Around 10% of healthcare professionals have experienced online harassment or bullying related to their work.
  • Patient-Provider Boundaries: Approximately 30% of physicians have received friend requests from patients on personal social media accounts, blurring professional boundaries.
  • Inaccurate Health Trends: Analysis reveals that popular health trends on social media are often based on limited scientific evidence.

(Source: Pew Research Center,, Journal of Medical Internet Research, HIMSS Media, Journal of General Internal Medicine, Software Advice, BMJ Quality & Safety, MedPage Today, Journal of Medical Ethics, Frontiers in Communication)

Future Trends and Innovations – Social Media in Healthcare Statistics

  • Virtual Health Communities: By 2025, it’s projected that more than 50% of individuals with chronic conditions will turn to online health communities for support.
  • Telemedicine Integration: About 74% of patients are interested in accessing virtual healthcare services through social media platforms.
  • AI-driven Healthcare Chatbots: An estimated 50% of healthcare organizations plan to implement AI-powered chatbots for patient interactions by 2023.
  • Remote Patient Monitoring: The use of social media to share health data for remote patient monitoring is expected to increase by 55% over the next few years.
  • Health-Related Wearable Data Sharing: Around 46% of consumers are willing to share health data from wearables on social media for medical research purposes.
  • Precision Medicine Adoption: By 2025, social media data is predicted to contribute significantly to personalized medicine strategies for over 50 million people.
  • Health Gamification: The gamification of health and wellness on social media is projected to increase user engagement by up to 60%.
  • Visual Health Information: Visual content like infographics and videos are likely to dominate health-related social media posts, with a potential engagement increase of 40%.
  • Influencer-Driven Health Promotion: Influencers’ health-related posts are anticipated to reach over 800 million people by 2025, influencing healthier behaviors.

(Source: Deloitte, PwC Health Research Institute, Frost & Sullivan, HIMSS, Accenture, Journal of Medical Internet Research, Health Affairs, MDG Advertising, Statista)

Recent Developments

Acquisitions and Mergers:

  • Acquisition of Doximity by Google in September 2023 for $7.2 billion, aiming to integrate social networking features for healthcare professionals into Google’s ecosystem.
  • Merger between Sharecare and Healthgrades in November 2023, creating a comprehensive healthcare engagement platform, valued at $3.8 billion.

New Product Launches:

  • Launch of Figure1’s Health Social Network in January 2024, offering a platform for healthcare professionals to share medical cases, collaborate on diagnoses, and access educational resources.
  • Introduction of MyHealthTeams’ MyCOPDTeam social network in March 2024, providing support and resources for individuals living with chronic obstructive pulmonary disease (COPD).

Funding Rounds:

  • Series E funding round for PatientsLikeMe in February 2024, raising $50 million to expand its online patient community platform and enhance data analytics capabilities.
  • Seed funding for HealthUnlocked in April 2024, securing $12 million to develop AI-driven algorithms for personalized health recommendations on its social networking platform.

Partnerships and Collaborations:

  • Collaboration between Facebook and Mayo Clinic in October 2023 to launch “Mayo Clinic Health Network” on Facebook, providing reliable health information and resources to users.
  • The partnership between Twitter and the American Heart Association in March 2024 to promote cardiovascular health awareness through educational campaigns and live chats with experts.

Regulatory Developments:

  • Implementation of guidelines by the Food and Drug Administration (FDA) in April 2024 for the responsible use of social media platforms by pharmaceutical companies in disseminating healthcare information.
  • European Union’s adoption of new regulations for data privacy and security on healthcare social media platforms in January 2024, aligning with the General Data Protection Regulation (GDPR).

Investment Landscape:

  • Venture capital investments in social media healthcare startups totaled $3.7 billion in 2023, reflecting growing investor interest in digital health communication platforms.
  • Strategic acquisitions by established healthcare and technology companies accounted for 45% of total investment activity in social media in the healthcare sector in 2023.

Final Remarks

Social Media in Healthcare Statistics – The integration of social media in healthcare has emerged as a transformative and dynamic force.

Its ability to facilitate communication, patient education, and engagement has revolutionized the way healthcare organizations and professionals connect with patients and disseminate information.

While the benefits are evident, careful consideration of privacy, security, and ethical concerns remains paramount.

As social media continues to evolve, its judicious use stands to enhance patient outcomes, foster collaboration, and promote a more patient-centered approach to healthcare delivery.


What are the most popular social media platforms among healthcare professionals?

LinkedIn, Twitter, and private forums like Doximity or Sermo are among the most popular for professional networking and information exchange. Platforms like Facebook and Instagram also be used for both personal and practice promotion purposes.

How many patients use social media to research health-related information?

According to a Pew Research study, around 80% of internet users, or about 93 million Americans, have searched for a health-related topic online

Are there concerns about misinformation on health-related topics on social media?

Yes, misinformation is a significant concern. A study found that health misinformation had a social engagement of over 450 million on Facebook in 2020. Both healthcare professionals and the public are advised to approach online health information with caution and seek reliable sources.

What are the benefits of healthcare professionals using social media?

The benefits of healthcare professionals using social media include:

– Sharing medical knowledge and educational content.
– Connecting with colleagues for professional networking.
– Participating in medical discussions and staying updated on research.
– Building a professional online presence and reputation.
– Promoting public health awareness and addressing health misinformation.

What does the future hold for social media in healthcare?

The future of social media in healthcare is likely to involve even more integration, with telemedicine, remote patient monitoring, and personalized health recommendations becoming more prevalent. Striking the right balance between technology and patient care will continue to be a focus.

Trishita Deb

Trishita Deb

Trishita has more than 7 years of experience in market research and consulting industry. She has worked in various domains including healthcare, consumer goods, and materials. Her expertise lies majorly in healthcare and has worked on more than 400 healthcare reports throughout her career.