Instagram, Facebook, LinkedIn, TikTok & Co. have become an integral part of our lives. Nowhere else can you find such a broad cross-section of all potential target groups – from HCPs and sufferers to people who are generally interested in health topics. What are the advantages of communication in social media and how can these strengths be utilised for health topics?

Advertising arouses needs. Advertising offers solutions. Advertising works. Companies know this and use clever advertising campaigns to increase their sales figures. But do these principles also apply to the healthcare sector? What do we want from a sustainable healthcare system and how can advertising improve our healthcare?

For the pharmaceutical industry, social media is still associated with undesirable side effects. Pharmacovigilance, community management and strict regulations for content make a bold approach complicated. But how much potential remains untapped for companies and brands as a result? And does anyone really want “social” pharmaceutical communication?