The way healthcare organizations connect with patients, professionals, and communities is evolving fast. And social media? It’s not just part of the plan—it is the plan. This benchmark report breaks down what’s actually working in healthcare digital marketing right now. Based on 12 months of performance data, it reveals platform-by-platform performance metrics, content strategies, and opportunities for growth in the pharmaceutical social media space.

Executive Summary

• Top-performing platforms for engagement—and how to use each one strategically
• Comparison of content types by engagement across Facebook, Instagram, LinkedIn, TikTok, and X
• Post formats used vs. what actually works
• Content pillars that drive high engagement
• Data-backed insights to optimize reach, boost patient recruitment, and improve campaign ROI

Averages Across All Platforms

Zooming out across all five platforms:

TikTok dominates with an average engagement rate by followers of 7.2%, driven by raw, emotional short-form video. It’s the go-to for brands ready to connect fast and go viral, especially smaller ones.

Instagram follows at 1.0%, with Reels leading the way in both volume and performance. It’s the perfect stage for educational content and emotional storytelling, especially for mid-sized pharma brands.

Facebook clocks in at 0.4%, but it’s far from dead. With smart use of status updates and video, engagement potential jumps dramatically, especially for mid-sized pages.

X (formerly Twitter) shows 0.2% average engagement, with reach nearly nonexistent. However, niche formats like animated GIFs and photo-based posts still have a place when used intentionally.

LinkedIn sits at 0.3% engagement by followers, but shines with 2.5% reach engagement—a rare consistency across all page sizes. Ideal for thought leadership and professional trust-building.

These averages set the baseline for social media KPIs for healthcare industry brands looking to benchmark and grow.

Engagement Rates by Content Type (Per Platform)

Facebook

Status updates outperform every format, including video. Quick, story-driven posts deliver high engagement—0.7% on average. Videos follow closely, especially when focused on health campaigns or patient testimonials.

Instagram

Reels take the lead in both frequency and performance. They’re your high-leverage format for reach and engagement. Carousels and images also do well, but Reels are still the MVP.

X (formerly Twitter)

Engagement is flat overall, but animated GIFs sneak ahead of other formats. Photos and status updates still hold value. Video and link-only posts lag far behind.

LinkedIn

Surprise—images and videos deliver the best engagement here. Despite documents and articles being valuable for depth, short-form visuals with sharp captions are what actually drive action.

TikTok

Video dominates the platform—and the data. With follower engagement over 40% for small accounts, TikTok is the most explosive channel. Carousels are barely used but perform well when they show up.

Post Formats by Volume (Per Platform)

Facebook

Heavy use of photos (49.2%) and albums (16%), yet status and video drive better results. There’s a big opportunity to rebalance toward content that actually works.

Instagram

Reels lead with 37.4%, followed by images and carousels. Reels dominate, but brands that blend formats see the best results and avoid audience fatigue.

X (formerly Twitter)

Links are everywhere—36.6% of content—but underperform. Photos and statuses follow. GIFs are rarely used (0.4%), despite being the best-performing visual format.

LinkedIn

Images flood the feed at 56.3%, and this time they deserve the attention—they’re also top-performing. Videos come next at 17.6%, with articles and documents trailing.

TikTok

It’s nearly all video (98.1%), and rightly so—it’s the most engaging content type. Carousels show promise but make up just 1.9% of content.

Top Content Pillars (Per Platform)

Facebook

Mental Health, Community Health, and Educational Content top the list. These themes outperform fundraising and company news by a long shot.

Instagram

Expert interviews, patient testimonials, and healthy lifestyle myths dominate engagement. Visual + educational = high performance.

X (formerly Twitter)

Top themes include Community Health, Expert Insights, and Mental Health. Text-driven stories win over polished visuals every time.

LinkedIn

Circular Economy, Educational Content, and Patient Education lead the way. It’s about trust, insight, and relevance—not over-polished branding.

TikTok

Mental Health is the breakout theme, with Medical Breakthroughs and Wellness Tips following close behind. Emotional storytelling is what drives reach and shares.

Ready to download the full report?

This PDF includes in-depth benchmark tables, strategic insights, and real-world takeaways—built to help you lead smarter, faster, and more confidently in healthcare social.

Whether you’re running hospital campaigns, promoting clinical trials, or building a biotech brand, this is your essential guide to healthcare social media benchmarks in 2024.

Download the PDF now and see how your social media strategy stacks up.