Social media as a force for good along the patient journey

Nowhere is this more relevant than in healthcare, where social platforms have become a dominant force in disease education and community support. Patients and caregivers increasingly rely on these networks to share their experiences, seek advice, and find reassurance in others who have been through a similar journey.

In a survey conducted by Healthline and YouGov in 2024, 52% of Americans who have tried a health trend, tool, or approach in the past year found them on social media. But this digital trend isn’t just about convenience—it is a reflection of our fundamental human need for connection.

For healthcare companies, this presents both a challenge and a unique opportunity. In a landscape where misinformation spreads rapidly, brands have a responsibility to serve as a trusted source of knowledge. Beyond business objectives, there is a moral imperative to provide patients and caregivers with accurate information and reliable guidance. However, even the most well-intentioned marketing efforts can fall short without a strategically disciplined execution.

A social media strategy that relies too heavily on ads and promotional posts risks causing fatigue, leading target audiences to disengage, or worse, turn to misleading sources that may be perceived as more authentic. In light of this, here are a few key considerations for a social media initiative grounded in inspiring action and driving better health outcomes.

Trust through transparency

Patients and caregivers often are skeptical of healthcare companies, which is why transparency is crucial in building trust and ultimately improving health outcomes. A healthcare company should take extra care to ensure that its initiatives begin with a commitment to ethical and responsible support by:

• Clearly disclosing partnerships to avoid misleading audiences
• Ensuring partnerships with patient influencers provide a complete and balanced presentation of a drug’s benefits, risks, and side effects
• Upholding ethical standards to avoid any perception of bias or hidden agendas
• Safeguarding patient privacy and data security, ensuring that any shared information complies with healthcare regulations, such as HIPAA, and does not compromise sensitive personal data
• Adhering to all relevant healthcare laws to ensure industry compliance that protects public health interests
• Ensuring compliance with regulations and guidelines set by agencies like the FTC and FDA

The bottom line? Trust in healthcare hinges on transparency, ethical partnerships, and adherence to industry regulations.

Education through a balanced approach

Building trust is the foundation. However, to truly empower patients, healthcare brands must also ensure they deliver comprehensive, balanced education. This includes delivering accurate disease information and presenting a complete view of a drug’s benefits and risks. A social media initiative should support patients and caregivers at every stage of their treatment journey, from disease awareness through treatment and maintenance. The proper balance of risk information is not only an FDA requirement, but also an ethical imperative to ensure that patients and caregivers are not misled. This also builds trust and comfort that there are reliable sources of information available on social media platforms—and it can even come from the brand itself.

Beyond ads and posts, there are many ways that healthcare companies can elevate the conversation on social media platforms. This includes the creation of online support groups for both patients and caregivers, brand-sponsored Q&A sessions with healthcare professionals, and the implementation of 24/7 AI-powered chatbots. Each of the above initiatives are designed to provide accurate information to inform and inspire specific segments of a brand's target audience to take action.

The bottom line? Empowering patients requires balanced education, ethical communication, and reliable social media support.

Connection through authentic stories

Humans are hardwired for storytelling, making personal testimonials from patients and healthcare professionals a powerful and authentic way to share information. These testimonials empower patients to take an active role in their healthcare by encouraging meaningful conversations with their doctor rather than passively receiving a diagnosis and relying on the recommended treatment options. How does this happen? Through the power of storytelling. Delivering important messages in an engaging way results in increased information retention and stronger brand connections that only a story-based approach can create.

For instance, sponsorships with patients or influencers who have genuine experiences to share can elevate a message above the usual online noise. When healthcare brands embrace transparency—such as using #partner and openly disclosing paid promotions in social media posts—they build trust with their audience by demonstrating a willingness to be open and honest with them. This approach shifts the focus to sharing relevant patient experiences that can help reassure others facing similar health challenges that there is hope—and an online community waiting for them.

The bottom line? Storytelling is a powerful tool to build trust, increase engagement, and inspire patients to take an active role in their healthcare journey.

Trending now: Trust and transparency in healthcare

As social media continues to become a source of healthcare communication, it’s important to maintain trust through transparency, educate audiences through a balanced approach, and build connections through authentic storytelling. These are just a few ways that healthcare companies can harness the power of social media to improve patient outcomes in an ethical and effective way.

When executed thoughtfully, a well-strategized social media campaign can serve as a guiding light for patients and caregivers as they navigate the churning and often unpredictable social media seas. By supporting them with an authentic and transparent online presence, brands can help audiences manage their healthcare journey with confidence.

Ready to elevate your social media strategy? We're ready whenever you are. Learn more at DeerfieldGroup.com/Solutions.