Healthcare providers engage on social media for both professional and personal purposes. Pharmaceutical marketers can meet them on these platforms—but they need to better understand physicians’ online behaviors, attitudes toward social media, and preferences for accessing medical information online.

Key Question: How are physicians using social media today, and how can pharma marketers more effectively connect with them on various platforms?

Key Stat: Many US physicians will change how they feel about medications or treatments, as well as their prescribing choices, based on information they’ve seen on social media.