The way people seek healthcare information has changed dramatically in the last decade. With over 825 million internet users in India and a penetration rate of 60%, social media and search engines have become primary sources of health-related information. A study on internet-based health-seeking behaviour found that 83 percent of younger audiences go to Google and YouTube to look up symptoms and medical conditions[1]. This shift reflects a broader trend—patients are no longer passive healthcare recipients; they actively search for health solutions, second opinions, and treatment options before visiting a doctor. Google search data also shows an upward trend in searches for various health-related terms ranging from chronic to acute conditions, such as ‘diabetes symptoms’, ‘heart attack signs,’ and ‘best pain relief’, etc, year over year. On average, some of these lifestyle conditions have crossed 10-15 Lakh monthly searches from India alone. Acute conditions, too, have seen massive spikes in search volumes. Close observations of these trends in seasonal conditions can give a lot of insights to marketers.So while the world is going ‘Digital’, many pharma and healthcare brands remain hesitant to leverage social media, often due to regulatory concerns. There is a major clash of mindset, as the attitude of social media is ‘instant gratification’, whereas the industry has a traditional outlook. While there are more ‘don’ts’ than ‘do’s’, at the end of the day ignoring these platforms means losing an opportunity to educate, engage, and build trust with both stakeholders – the patients and the doctors. The Patient Engagement Gap—and Pharma’s Opportunity With the rise of digital health searches, misinformation and self-diagnosis have also increased. Nearly 35% of users self-diagnose after surfing the internet, and 20% self-medicate, often without consulting a professional. To add to this, there are OTC & alternative therapy advertisers who claim to treat multiple lifestyle conditions. This leads to a lot of confusion and practicing medical specialists & genuine product makers have a threat. This presents a critical gap that healthcare brands can address through patient-centric engagement. There are multiple ways by which Pharmaceutical and Healthcare players can make a difference. With strong domain expertise, Pharmaceutical and Healthcare companies have been disseminating information through patient education leaflets, posters, etc., inside doctors’ clinics, OPDs, etc., for years. Now, with digital media available, it opens newer channels and platforms to take the messaging to a larger consumer audience and well within the regulatory framework.1. Educational Websites—Mapping the patient journey and drawing insights from it in a particular therapy can equip marketers to identify the gaps well. Based on these gaps, if the website journey is built, it can have tremendous value both to HCPs and patients. It can provide accurate, easy-to-understand information, counter misleading content, and, over time, serve as a credible, go-to source for patient education.2. Social Media Communities – With a gigantic number of Social Media users including Facebook, Instagram & YouTube, there is a tremendous opportunity to engage patients with value-added content. Understanding the specific TG, marketers can create unique content ranging from long format videos, short reels, carousels etc. Moreover, with the younger audience preferring Instagram as compared to the older ones on Facebook, there is a unique opportunity to specifically target them. Creating bite-sized explainer videos on Instagram, LinkedIn and YouTube can make complex medical topics more accessible. 3. Influencers: Partnering with trusted influencers in the healthcare and wellness space can help bridge the gap between patients and accurate medical information. Influencers with a strong following can create authentic, relatable content that educates a larger audience and highlights the importance of seeking professional advice for health concerns. Their personal touch can drive engagement and develop deeper connections with patients, making health education more approachable.4. Chatbots & AI-Driven Tools – With advancements in generative AI and tools like DeepSeek and Metaverse healthcare applications, brands can now offer personalized health information. Virtual Reality (VR) can also be used for patient education and treatment simulations. 5. Health PR - Health PR is an aspect of communication that deals with education and awareness of health conditions, new treatments, and devices. Through authentic third parties and campaigns using appropriate media, one can reach the right audience and make the right impact.The Doctor Engagement Gap—and Pharma’s Opportunity Engaging Doctors: The Omnichannel Approach with Key Opinion Leaders Doctors and Key Opinion Leaders (KOLs) increasingly use social media for knowledge-sharing and peer engagement. Platforms like LinkedIn and X provide a space for medical discussions, case studies, and emerging research. Exclusive Social communities for doctors are also getting increased traction & engagement, especially from the younger breed. However, there is still a need gap—healthcare professionals seek on-demand, reliable, and concise medical content. Pharma brands can step in as learning partners, offering: • Expert-driven content – Short medical explainer videos, articles on new drug developments, clinical trial updates, and treatment protocols. • Webinars and live Q&A Sessions—We Host discussions with top specialists in fields like oncology, cardiology, and diabetes management and then publish the learnings to a larger audience.• Medical Podcast Collaborations – Featuring experts discussing trends in healthcare innovations, policy changes, and patient management strategies. The healthcare industry can no longer afford to stay silent on digital platforms. Patients and doctors are already there, seeking guidance, engaging in various social media communities, and accurate information. It’s time for healthcare brands to: · Shift from product promotion to patient education. · Embrace omnichannel engagement—social media, AI, influencers, and VR. · Become trusted partners in healthcare conversations. Ignoring social media is no longer a regulatory safeguard; it’s a missed opportunity. By engaging ethically and strategically, pharma and healthcare brands can play a crucial role in shaping the future of digital healthcare.
