72% of U.S. Internet users searched online for health information in the past year. Whether you are looking up health insurance options, trying to find the best hospital in your area, or researching side effects of medication, the internet can be a great place to start but can often lead to information overload. Employees in the healthcare industry are in the same situation, inundated with a tremendous amount of information they need to consume to stay educated on evolving regulations, technologies, and treatments. Hardcopy journals or physician-focused websites used to be the go-to resource, but today more and more healthcare professionals are turning to social media sites like LinkedIn for collaborating with peers, ongoing education, coordinating conferences, and to hear from Healthcare Companies directly. How can companies in the healthcare sector embrace this growing shift towards social media to engage this information-hungry audience? Our latest LinkedIn research provides deeper insights into who these healthcare professionals are and how to reach them.

1. Discover How to Connect
With Healthcare Professionals
on LinkedIn
Leave Gray’s Anatomy on the Bookshelf

2. 2
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

3. 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

4. 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

5. 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.

6. 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”

7. 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”

8. 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

9. 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

10. 10
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

11. 11
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

12. 12
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

13. 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

14. 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

15. Want to learn more?
Reach out: Stephanie Katzman
skatzman@linkedin.com