Social Media in Pharma: Where Trust, Tech and the Human Touch Intersect

As consultants, we're not directly creating social content or campaigns but it's our job to understand the forces shaping our clients' worlds. Across the day, six themes stood out, each one shows how social media is evolving from a support channel into a strategic lever. It's powered by tech, shaped by compliance, and rooted in human connection. Here's my take on those themes:

1. AI is accelerating, but it's not replacing people

AI is no longer on the sidelines, and there's more pro-AI narrative than anti now. In pharma it's already shaping how pharma listens, learns and communicates, it's improving internal processes and content creation - it has enormous potential to do so much more. But what we're finding is that this game-changing tech needs human oversight to get it right. Time and again, speakers highlighted the need for strong context, empathy, and judgement to guide AI outputs, especially when combatting misinformation.

2. Trust is the new algorithm

Authenticity came up in almost every session. Whether through real patient voices, HCP influencers or unpolished moments of truth, there's growing recognition that connection, not perfection, is what earns trust.

The rise of Digital Opinion Leaders (DOLs) on platforms like LinkedIn and TikTok adds a new layer of opportunity and complexity for pharma brands. These independent voices can build massive followings and shape patient perceptions outside traditional channels. But they're not always medically trained, and their content isn't subject to the same regulatory oversight as pharma communications. Just this week, it was reported that more than half of the top 100 mental health tiktoks contain misinformation. When DOLs share health advice or comment on treatments, it can spread faster than companies can respond or correct. The challenge is working with these influencers authentically while ensuring medical accuracy and regulatory compliance - some brands are finding success through genuine partnerships built on education rather than promotion, but it requires careful navigation of both relationship building and risk management.

3. Engagement means understanding, not just presence

We heard strong examples of tailored content in social media for both patients and HCPs, grounded in what matters to each group.

Patients want relatable stories, practical advice, and emotional support, they're looking for hope and understanding, often in their most vulnerable moments. HCPs want peer-reviewed data, clinical insights, and professional development. They're time-poor and evidence-focused. LinkedIn remains the most credible space for peer-to-peer engagement and scientific exchange, where HCPs share case studies and debate treatment approaches. TikTok, though, is shaping health discovery behaviours, where younger patients first encounter health information through short, digestible content. The challenge is developing content strategies that speak authentically to each audience without diluting your message or wasting resources on platforms where your audience isn't active.

4. Compliance isn't the enemy of creativity

Smart processes were a hot topic. Yes, regulatory complexity is real, but there was also optimism.

The traditional model of lengthy approval chains and risk-averse legal teams is being challenged. Some companies are creating agile review processes with clear decision trees and pre-approved messaging frameworks, they're establishing dedicated social media legal teams who understand the nuances of different platforms and can make faster decisions, others are developing libraries of compliant content that can be quickly adapted and deployed. The breakthrough comes when legal and marketing teams work together from the start, rather than legal acting as a final gatekeeper. Shared workflows, agile sign-offs, and clear internal roles are helping some brands move faster without taking risks. The message was clear: you can be compliant and compelling, and the right system unlocks both.

5. Platform-specific thinking is non-negotiable

As audience behaviour evolves, so must brand strategy; whether it's the educational depth of LinkedIn or the bite-sized impact of TikTok, there's no shortcut to relevance.

What works on LinkedIn dies on TikTok, and vice versa. LinkedIn rewards thoughtful, longer-form content where HCPs can engage in professional discussions and share expertise. Users expect scientific rigour and detailed analysis. TikTok thrives on authentic, accessible content that breaks down complex topics into digestible moments; the audience is younger, more diverse, and expects entertainment alongside education. Instagram sits somewhere in between, blending visual storytelling with community building. The mistake many brands make is creating one piece of content and pushing it across all platforms. The best work is not just compliant, it's culturally and contextually intelligent, speaking the native language of each platform while maintaining consistent brand values.

6. Influencer strategy means co-creation, not control

The definition of 'influencer' is changing fast - we saw case studies of successful partnerships between pharma brands and patient advocates and they're built on shared purpose, not tokenism.

The old model of paying influencers to post predetermined content is dead in pharma. Patients and HCPs can spot inauthentic partnerships immediately, and regulatory bodies are watching closely. The new approach focuses on genuine collaboration: brands are working with patient advocates who have lived experience of conditions, supporting their existing work rather than dictating messaging. These partnerships often involve co-creating educational content, funding awareness campaigns, or amplifying voices that might otherwise go unheard. The best examples give advocates creative freedom while providing medical accuracy and regulatory oversight. It's clear that when done right, these collaborations reduce stigma, deepen understanding and empower audiences to take action. But it requires brands to give up some control and trust their partners to represent the relationship authentically.

At Oxford, our role is to help organisations connect the dots between strategy, planning and capability. Events like this are a powerful reminder of the fast-moving, tightly regulated world our clients operate in...and why keeping things simple, joined-up and human matters more than ever.