Social media in healthcare: A regulation-friendly guide for 2025



The benefits of social media in healthcare

Build a positive brand image

Healthcare organizations aren’t usually what most people associate with brands, like remembering a Coca-Cola commercial from their childhood. But brand recognition and perception is even more important for healthcare organizations because a provider-patient relationship centers around trust.

Raise public awareness of health issues and best practices

For public health bodies like health authorities or government offices, social media is a powerful tool to reach the majority of your region’s population relatively inexpensively.

For those in the B2B health space, social media is both a way to promote your products to healthcare organizations and help contribute to public health literacy with educational content.

Stay up to date with industry news

Besides sharing your own news, social media keeps you informed about what your competitors and industry as a whole are up to.

With a social listening tool like Hootsuite, you can search for keywords across billions of online sources in seconds. More than search results, Hootsuite Listening shows you relevant conversations in context, including measuring positive vs. negative brand sentiment and the most popular content for your keywords.

Discover your audience’s knowledge gaps

Knowing what your audience wants is half the battle of creating content. Use social media to find out what your audience wants to learn more about, and any potential misinformation you can clear up.

A lot of this can happen directly on your social profiles:

  • Ask questions: Either in post text or using platform-specific features like polls.
  • Reply to comments: Dig deeper into conversations to find those knowledge gaps and learn about your audience one-on-one.


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