What is LinkedIn's Healthcare Hub All About?

On September 1, LinkedIn announced that it launched a Healthcare Hub to assist healthcare marketers in reaching consumers, healthcare professionals, and related audiences by utilizing the full scope of LinkedIn’s capabilities.

The company decided to create a hub of tools, resources and audience insights to address four key challenges that it feels healthcare marketers face today:

• Engagement
• Trust
• Mindset
• Targeting

Healthcare Hub Targets a Marketer’s Need

LinkedIn’s move was in response to a burgeoning need. As the company put it, “Even before the pandemic struck, healthcare marketing was at a turning point. Challenged by rising costs, evolving consumer expectations, disruptive new market entrants and complex health and technology ecosystems, healthcare marketers are facing a growing impetus to evolve.” 

Earlier this year, LinkedIn observed content related to telemedicine growing 726% from early February to late March and “engagement with this content grew a massive 691%.”

Since then, the company claims there has been a 19% increase in consumption of healthcare-related posts, a 27% increase in healthcare followers and a significant rise in healthcare advertising on the platform.

Targeting LinkedIn’s Healthcare Audience

The Healthcare Hub accesses the platform’s advanced targeting capabilities, giving healthcare brands the tools needed to “identify, qualify and convert valuable leads on a trusted platform.”

According to LinkedIn’s internal data, the platform hosts

• 6.3 million physicians, surgeons, dentists, and nurses
• 3.3+ million hospital executives
• 4.3 million pharma professionals
• 720+ thousand healthcare and pharma key opinion leaders

The LinkedIn Matched Audiences feature allows you to search parameters like company name, job title, or contact ID to increase reach “by up to 25%.” 

The company believes it has the audience that pharma, medical device, and other healthcare solution providers seek. It claims LinkedIn users are 1.2x more likely to accept health and wellness information from healthcare brands through its platform. And if your brand leverages influencers in your marketing strategy, LinkedIn’s combined community of healthcare influencers has over 2.4M followers.

Measuring Campaign Results

LinkedIn has leveraged its analytics capabilities to give users audience measurement tools designed to help healthcare marketers accurately track campaign performance. In addition, their Sentiment Analysis reports provide insights about consumer sentiment around a variety of topic areas, which helps inform future campaign decisions.

Brand managers can gather data about campaign results as they are running and whether their campaigns are resonating. Their AdEFX tool uses survey-based research to provide actionable data, which can help you augment your campaigns in near real-time. The survey focuses on top-funnel metrics such as brand awareness, favorability, consideration, and message association.

LinkedIn believes the Healthcare Hub is positioned to be a key channel for healthcare marketers, saying “these advanced targeting and messaging capabilities will become essential for brands looking to connect…and create measurable ROI.”

As the hub evolves, Elsevier is also positioned well to deliver on the engagement, trust, mindset, and targeting concerns you have as a healthcare marketer. With over 600 respected journals and publications reaching every specialty worldwide, our advertising opportunities can help your brand establish credibility and gain traction among healthcare professionals. Explore further.

Article Written by: Alex Brown