A Dose of Social

Why medical education belongs on social media

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Social Media Usage

1.Source: https://media.market.us/social-media-in-healthcare-statistics/

2. Source https://thejournalofmhealth.com/addressing-the-need-for-digital-engagement-with-healthcare-providers accessed 26/06.2025

Social Media Usage Amongst HCPs for Professional Purposes¹

65%

91%

Professional social media use among HCPs has surged in just six years, and the momentum continues to build year over year.

^∼70%

Of HCPs are

DIGITAL NATIVES

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To engage HCPs effectively, we must connect with them on the platforms where they are most active and digitally engaged

Sources: https://pmc.ncbi.nlm.nih.gov/articles/PMC10877644/ ; https://media.market.us/social-media-in-healthcare-statistics/

60% of doctors state that social media has positively influenced the quality of patient care they provide

87% of physicians use

X for professional purposes, with �a majority using it to stay updated �on medical advancements

95% of healthcare organizations have an active presence on Facebook

70% of healthcare professionals use Facebook and LinkedIn for professional purposes, including sharing medical knowledge and engaging in learning communities

60

87

95

70

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Learning ANYTIME, ANYWHERE, ANYHOW

With rapid growth, social media is an essential part of HCP engagement

Instant Access, Instant Impact

Healthcare professionals expect real-time access to research, peer insights, and patient voices - at their fingertips.

The Future is Social

Be where the conversation happens. Today’s digital-native doctors are learning, collaborating, and innovating on social platforms. If you’re not there, you’re missing out.

Learning Without Limits

The classroom is everywhere. Social media makes learning more accessible, relevant, and immediate, no matter where you are.

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Our Social Media Presence

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Our social ecosystem is powered by a network of engaged healthcare professionals across multiple platforms

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Our Social Products

Meeting our members where they are off-site and online on social media

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Live Social Media Events (SMEs)

Expert-led Education Directly to Clinicians—Where They Already Are

�Delivered across trusted, high-traffic platforms, these sessions span multiple therapy areas and are designed to meet the needs of modern learners.

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Our SMEs are dynamic, audiovisual experiences featuring real-time faculty Q&A, expert insights, and interactive discussions. Streamed through Medscape’s verified social media channels, they offer timely, relevant education in an informal yet impactful format.

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Why we do them:�

• Reach clinicians in the digital spaces they already frequent
• Amplify visibility of critical clinical insights
• Encourage real-time learning and peer engagement
• Deliver short-form, high-impact content with strong engagement potential

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Every Week HCPs Are Being Engaged on Social Through Live Social Media Events 

2024 Successes

79

Social Media Events

4k

Average Organic Video Views per SME

40k

Average Organic Impressions per SME

16%

Average Organic Video Engagement Rate (VER)*

*VER = This is measured as the number of views divided by the number of times the content was seen. This is a measure of how impactful the content was – did people stop to watch it?

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Live Social Media Events

Educating Clinicians Where They Are

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Social Media Simulcasts

Extending the Reach of Symposia to Clinicians Where — They Already Are

Our Social Media Simulcasts are energetic, real-time symposia streamed across Medscape’s social media platforms. Designed to meet clinicians in their digital environment, these simulcasts amplify educational content through the power of social networks.

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Whether it’s Standard or Enhanced, every simulcast transforms traditional education into a dynamic, interactive, and far-reaching experience, maximizing visibility, impact, and participation.

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Why We Do Them:

• Promote education to broader, more diverse healthcare communities beyond the traditional learning environment
• Encourage participation through real-time interactions, likes, shares, and comments
• Deliver up-to-date, expert-led content efficiently across platforms

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Conference Visibility Is Extended With a Social Media Simulcast

2024 Successes

77

Social Media Simulcasts

55,117

Total Organic Video Views

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Social Media Simulcasts

Extending the Reach of Symposia

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Reporting

Proving impact with data

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Showcasing Success with Data-Driven Reporting

Our reporting is crafted to deliver a clear, comprehensive picture of your campaign’s performance, equipping you with actionable insights for effective communication with internal stakeholders and supporters.

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You can expect:

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• 3-Day Report: A rapid snapshot of your livestream’s early results and audience engagement.

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• 28-Day Report: A detailed overview capturing the campaign’s sustained social impact and long-term outcomes.

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• Paid Media Breakdown: In-depth analysis of paid media performance, segmented by specialty to pinpoint value.

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• Custom Analysis: A dedicated, narrative-driven summary that translates complex data into a compelling story �of your campaign’s success.

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Case Studies

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Case Study

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Sugar Queens LIVE: CGM Sweet Talk

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19

213,596

Video Views

(Series 1 – 2025)

3,849

Engagements

(Series 1 – 2025)

452,206

Total Social Media Impressions

(Series 1 – 2025)

Problem

Despite strong evidence that continuous glucose monitors CGMs improve T2D patient outcomes on basal insulin, clinician adoption remains low due to insufficient confidence, competence, and awareness in implementing this technology.

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Solution

Sugar Queens Live: CGM Sweet Talk, a bold, year-long social media series delivering monthly education, meeting clinicians where they are, online and on the go. The program delivered CME/CE-accredited content through live, engaging, and clinically relevant sessions hosted on Medscape’s social and video platforms.

• Social-First CME: Live sessions with real-time Q&A and digestible, accredited content for busy clinicians
• Real-World Clinical Focus: Topics included, interpreting CGM data, initiating therapy, overcoming access barriers, and personalizing diabetes care.
• Expert Faculty: Moderated by Dr. Eden Miller and supported by experts Jennifer Goldman and Davida Kruger, with surprise guests, plus Roxy, the CGM-sniffing mascot, for added engagement.
• Proven Success: Renewed for both a second and third season in 2025.

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Impact

• 452,206 Total Social Media Impressions
• 213,596 Video Views
• 3,849 Direct Engagements

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The series bridged critical knowledge gaps in CGM awareness and application, proving social-first education drives measurable clinical impact.

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The RSV Rundown: Expert Reports On Current Insights and Vaccine Recommendations (A Simulcast Case Study)

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Problem�Despite three available RSV vaccines for adults 60+, 65% of eligible patients remain unvaccinated. Many clinicians lack awareness of updated guidelines, especially for immunocompromised patients. Vaccine fatigue, cost concerns, and communication gaps continue hindering uptake, leaving high-risk populations vulnerable and creating an urgent need for targeted clinician education.�

Solution�The RSV Rundown delivered a 75-minute live newsroom-style event on Medscape, featuring an anchor and expert panel providing actionable RSV vaccination updates in an engaging broadcast format:

• Newsroom Learning Format: Faculty anchor led expert discussions on clinical guidance and patient engagement
• Interactive Media: Video clips, animations, live polling, and roving reporter Q&A drove real-time engagement
• Patient Story: Recorded testimonial highlighted RSV's real-world impact and vaccination benefits.
• Multi-Platform Access: Livestreamed across Medscape Education, MedscapeLIVE! app, and social media to reach busy clinicians

�Impact

• 1,981 views across platforms
• Improved Awareness: Clinicians gained current guidance, boosting vaccine recommendation confidence
• Interactive Format: Driving active learning, empowering better protection of high-risk patients�

1,981

Live Video Views

The RSV Rundown proves newsroom-style education cuts through fatigue and drives real vaccine adoption change.

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Thank You

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Specialist Channels

To deepen learning and foster more targeted engagement, we also offer specialist channels tailored to specific healthcare disciplines and interests, delivering highly relevant content to niche professional communities.

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Global Network

And our impact extends even further - through our connection to our broader global network, including WebMD and international affiliates, amplifying reach and relevance at scale.

Affiliate Network

2,674,804

followers

5,982,014

followers

243,312

followers

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Social Media Campaigns - PILOT

Delivering Microlearning That Meets HCPs Where They Are

At Medscape, we design targeted social media campaigns to deliver focused, high-impact educational content directly to healthcare professionals over a sustained period of time. We build knowledge over time through a steady cadence of short-form content tailored to the evolving needs of clinicians.

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Each campaign centers around a key clinical challenge and features engaging formats such as polls, clinical facts, pop quizzes, top tips, and expert pearls. 

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These bite-sized assets are delivered via our verified social media channels, meeting our audience in the spaces they already engage in and trust. By tapping into the power of microlearning, these campaigns support clinicians in staying current, confident, and well-informed, one post at a time.

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Why we do them:

• Deliver continuous education through snackable, high-retention formats
• Drive awareness and understanding of complex, emerging clinical topics
• Empower clinicians with actionable insights and interactive content
• Meet clinicians where they are - on the social platforms they use every day

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The RSV Rundown: Expert Reports On Current Insights and Vaccine Recommendations (A Simulcast Case Study)

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Problem�Although 3 RSV vaccines are now available for adults aged 60+, 65% of eligible patients remain unvaccinated. Many clinicians are unaware of recent guideline updates, particularly those clarifying recommendations for patients with underlying or immunocompromising conditions. Ongoing challenges, vaccine fatigue, cost concerns, and communication gaps continue to hinder uptake, leaving high-risk populations vulnerable and highlighting a critical need for targeted clinician education.�

Solution�To close this knowledge gap, The RSV Rundown launched as a 75-minute, live, newsroom-style event on Medscape. Featuring an anchor and up to 3 expert guests, the program delivered concise, actionable updates on RSV vaccination in an engaging, broadcast-inspired format.

• Newsroom Learning Format: A faculty anchor introduced breaking reports and led expert panel discussions focused on new clinical guidance and patient engagement strategies.
• Dynamic Multimedia: The event blended video clips, slides, animations, and live polling to drive interaction. A roving reporter facilitated audience engagement through real-time dialogue and Q&A.
• Patient-Centered Lens: A recorded patient story illustrated the real-world toll of RSV and the impact of vaccination.
• Broad Access: The livestream aired on Medscape Education, the MedscapeLIVE! app, and social media platforms to reach time-strapped clinicians where they are.

�Impact

• 1,981 views across platforms
• Improved Awareness: Clinicians received up-to-date, relevant guidance, boosting confidence in vaccine recommendations and addressing key vaccination barriers.
• High Engagement: The interactive format encouraged active learning and knowledge exchange, empowering clinicians to better protect high-risk patients from severe RSV.�

The RSV Rundown demonstrates how immersive, newsroom-style education can cut through fatigue, deliver timely clinical updates, and drive meaningful change in vaccine adoption.

1,981

Live Video Views

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View Performance Index (VPI) - INTERNAL ONLY 

At the heart of everything we do is a commitment to improving patient outcomes and making a real-world impact. That’s why we don’t just create and manage social media programs; we back them with data-driven insights and transparent reporting.

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We believe it’s essential to not only reach the right audiences but also to demonstrate the tangible difference our efforts make. Through reports and analytics, we provide clear evidence of how our strategies are driving awareness, engagement, and ultimately, better health outcomes.

Below Average

Average

Good

Excellent

View Performance Index (VPI)

41.66%

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