Discover How to Connect With Healthcare Professionals on LinkedIn

Leave Gray’s Anatomy on the Bookshelf

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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

Want to learn more? Reach out: Stephanie Katzman

skatzman@linkedin.com