Choose the social media channel that suits your organisation and objectives

When you think of social media, Facebook might be the first thing to come to mind. For many years, Facebook has been one of the largest social platforms. It is therefore not surprising that many organisations use Facebook to reach their target groups. However, when you are trying to reach a professional target group (like healthcare professionals), it is best to ignore Facebook. Apart from over-the-top marketing videos from brands like Red Bull or Nike, Facebook users are not very interested in content from corporate organisations. Professional target groups are more active on LinkedIn and Twitter. Additionally, Instagram is the channel to reach young professionals. This blog briefly explains how to make use of these channels.


LinkedIn is a social media channel where healthcare professionals are well-represented. They use LinkedIn to network and to present their professional profile. Additionally, they use the channel to acquire subject-specific information within their industry. LinkedIn is therefore the channel for Life Sciences and Health companies to reach healthcare professionals. This makes it all the more surprising that the number of company pages of, for example, Dutch pharmaceutical companies and producers of medical devices is so small.

A company page on LinkedIn offers many options and functionalities to personalise your organisation. Apart from sharing small updates with texts or images, it is possible to share videos and long articles. By sharing link messages, the target group is only one click away from, for example, a webinar or whitepaper on your website. Do you want a large reach right away? Then make use of advertising. LinkedIn’s targeting capabilities make it easy to reach the right professional audience.


Like LinkedIn, Twitter is a powerful social media channel to reach healthcare professionals. The fact that HCPs are well-represented on both channels might be the only similarity between Twitter and LinkedIn. Whereas comprehensive content is very common on LinkedIn, Twitter is characterised as a short, concise and fast channel. A tweet often exists only out of 280 characters and an image, GIF or short video.

What distinguishes Twitter from other channels is its real-time character. When something happens in the world, people often check Twitter first, before checking other media. Twitter is the obvious channel for companies to respond live to events or significant days. It is also possible to report live from your own event.

Twitter is widely used to get in touch with users. It is important to respond quickly to questions and comments from followers. Indicate that, as a brand, you are open to interaction via Twitter, so that the target group knows your organisation can be reached via Twitter and provides quick answers to questions. An additional advantage of Twitter is that you can easily search for trending topics and see what is going on among your target group. This can be very valuable in creating relevant content.


Instagram is growing fast, and it has currently more than 5.6 million users in the Netherlands. Once it was a platform for the young, but people in their thirties, forties, fifties and beyond have discovered the channel as well. Instagram is the ideal social media channel to share visual content and thus creating an atmosphere that suits a brand or organisation. For Life Sciences & Health companies, Instagram may not be the right platform to reach HCP’s. Still, it can be a valuable corporate communication channel; for example, in finding young talent that is very active on Instagram. By means of carousel posts, stories or videos, organisations position themselves as attractive employers.

7 objectives of a business page on social media within Life Sciences & Health

There are many different reasons why a company wants to be visible on social media. To start with, a business page is a fast communication channel with which an organization can differentiate itself from the competition. However, this is more a tool than an objective. In this blog, we take a closer look at some possible objectives of a business page on social media.

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