Insights from the Pharma Social Media Conference 2025
On May 15th I attended the Pharma Social Media Conference in London. The sessions focused on how the pharmaceutical industry can build more effective and meaningful social media strategies, combining human creativity with new technology, while keeping trust and authenticity front and centre.
A few key themes stood out throughout the day: the role of AI, the importance of authenticity, and how to build trust in a space where audiences are increasingly turning for health information. We also heard practical examples of how companies are improving governance, collaborating across teams, and tailoring content to better meet the needs of both patients and healthcare professionals (HCPs).
Reaching patients and HCPs where they are
A point raised early in the day was how embedded social media now is in the healthcare journey for both patients and HCPs. 79% of users seek out social platforms to ask personal health questions. 77% start their treatment journey via a search engine. Platforms like Instagram, TikTok, and LinkedIn are already playing a role in how people learn about symptoms, treatment options, and how others are managing conditions.
50% of HCPs are now using social media for professional purposes, with LinkedIn ranked as the most trusted platform for engaging with scientific content. This is where we’re also seeing the rise of digital opinion leaders (DOLs); HCPs who bring clinical expertise into digital spaces through credible, and accessible content.
It’s important to develop content that aligns with the norms and expectations of each platform. Effective engagement is not just about having a presence, but on delivering content in a way that fits the context and audience
Misinformation travels faster than science
Several sessions focused on the link between content and trust. There’s a significant opportunity for pharma to build trust by sharing valuable, meaningful content, especially when we already have the science, data, and real-world stories to work with.
But facts alone don’t move people. Stories do. The strongest examples came from teams using content to connect emotionally with their audience whether by showing real patient experiences, using relatable storytelling.
Authentic content cuts through
Another strong theme was the need to prioritise authenticity. Content that feels overly polished or generic often fails to resonate, particularly on platforms like TikTok.
Influencer marketing was discussed as an effective way to build this kind of authentic connection. The emphasis wasn’t on high follower counts, but on relevance, credibility, and the ability to engage specific communities. Partnerships with patient advocates and digital opinion leaders can help bring pharma content to life in a more relatable way.
Employee advocacy was also highlighted as an underused but valuable approach. When employees talk about their work or share perspectives, it often feels more authentic and helps build credibility. But it has to be supported properly with clear guidance, guardrails, and a consistent tone.
AI brings possibility, but responsibility comes first
AI was mentioned throughout the day, with a focus on its practical uses across content creation, social listening, and internal processes. While it offers clear efficiencies and new capabilities, there was strong agreement that human input remains essential. Decisions around content strategy, tone, and audience engagement require contextual understanding and critical thinking. Especially in an environment where trust is critical and misinformation is common, the human role in shaping and validating content is key – as quoted from the panel Chair “One dodgy doctor can harm one patient at a time, one dodgy algorithm can harm thousands at a time.”
Compliance doesn’t have to be a barrier
Rather than viewing compliance as a barrier to innovation, a panel discussion highlighted the benefits of a more collaborative and solution-focused approach. The recommendation was to involve compliance teams early in the content development process to identify potential risks and opportunities together, rather than adapting content retrospectively.
Speakers encouraged a shift away from a purely risk-averse mindset, advocating for the use of the code as a framework to support and enable creativity. With clear governance in place, such as pre-approved messaging and agreed tone of voice, teams can operate with greater speed and confidence.
The overall message was to test ideas, challenge assumptions, and treat the code not as a constraint, but as a tool to create responsible, effective content.
Less content, more purpose
A final message of the day was around content strategy. Instead of pushing out high volumes of content, more teams are now focusing on making their content clearer, more relevant, and genuinely useful. Audiences are looking for content that helps them make informed decisions, reflects real experiences, and addresses the questions they actually have. As one speaker put it, it’s a choice to make quality content. Creating content that tells a clear, compelling story is key to capturing attention and driving behaviour change.
What next? Let’s talk about elevating your social strategy
Pharma’s social moment isn’t just coming, it’s already here. Delivering real impact in this space means balancing empathy with innovation, and creativity with governance. At Aurora, we help clients craft purposeful, creative content strategies that build trust, spark engagement, and make a difference.
If you’re looking to elevate your social media approach, from building trust with patients and HCPs to integrating AI responsibly and working confidently within compliance, we’d love to talk. Get in touch: hello@auroracomms.com
