Which platform is best for Medical Device social media marketing?

14 May 24

Do you need help targeting your audience on social media? Looking for the right online space to share your medical device marketing?

Social media is a very powerful marketing tool that can help build your brand, spread awareness and curate trust with your audience, but knowing how and where to utilise it can be tricky.

This is why we’ve put together this complete guide on how you should be targeting your medical device audience on social media.

The importance of knowing your target audience

Before we dive into the differences between various social media platforms, it’s important to discuss how medical device companies should choose which social media platform to target. 

The most important part is that you need to know where your audience is. You might think that targeting all platforms, in the same way is best, but that’s not necessarily true. 

Not carefully picking your social media platform is like going up on stage to perform for an empty room. You can shout about how amazing your company is, but if nobody is listening, what’s the point?  

Instead, a better approach is to focus all of your efforts on just a few social media platforms where you know your audience is. That way, you will achieve a higher reward with less effort. You need to have a good idea of their age, their gender, what their lifestyle is like, their job role, and more. All of this information will help you to make a decision. 

Where should I begin?

Before you start you need to have a clear idea of what your goals are, why do you need social media?  

Are you trying to draw people to your website? Spread awareness or build an online community? These goals will affect which social media sites you should build your digital marketing on. 

Once you know your goals you need to find the right people that will help you reach them, this is your audience.  

Then, when you’ve established your audience, you can set about finding them on social media. People use different marketing platforms for different reasons. For instance, LinkedIn is generally used by professionals looking to network, making it great for B2B companies. Picking the right marketing platforms can help you find the right audience to meet your goals. 

The difference between social media platforms

When looking to choose a digital marketing platform for your medical device you need to be aware of the differences between them, such as type of users, what they are used for, and what you can do on each. 


Instagram has gained over 2 billion users since its release in 2010, bringing it close to the dizzying heights of Facebook in terms of user numbers. Most of these users sit in the 24-35 age category, with the majority of engagement coming from younger users. This means that if you’re targeting a younger audience, Instagram might be a good place to focus. 

Instagram is a purely visual platform, with every post requiring a visual element, meaning it isn’t the best option for medical device companies looking to share articles or build an email list.  

However, this doesn’t mean that it’s not great for curating trust and brand recognisability with your audience. This platform is better for companies who are looking to communicate directly with consumers and patients and share with them helpful and engaging content.  

Top tip: You cannot include links on Instagram posts; one way around this is to include a Linktree on your page description and direct your users there instead. 


Facebook is easily the most popular social media platform, with over 2.9 billion users. This platform is popular among all ages, with no standout demographic, but it’s worth noting that Facebook is the most popular choice for over 55s – so if your audience sits in this category, this is where you’ll want to target. 

Facebook’s golden gem is its shareability when it comes to social media marketing, allowing some lucky companies to go viral. It’s also a great place to foster a community feel, as groups can be set up to encourage information sharing and discussions.  

Facebook also allows users to post stories and post live streams, but these features haven’t proven as successful on Facebook as it has on Instagram. 

This platform works best for a company looking to communicate directly with patients and consumers of an older age range. Through the use of groups and Facebook pages, a strong online community can be created and used to your advantage.   

Top tip: If using videos on Facebook, make sure you upload them directly to your page. 

X (Twitter)

X formally known as Twitter was launched in 2006 and since then has gained 556 million monthly active users, with most of those users being between the ages of 25 and 34. Users are only given 280 characters per post, which includes spaces, so all content has to be short to be effective, for this reason, visuals work well on X (Twitter) content with relevant visuals is 94% more effective than those without. 

The platform is best known for delivering breaking news and stimulating lively discussions, so brands that can do this are likely to win big with their audiences. 

If your company is looking to share industry news or snippets of information about your medical device, then X (Twitter) is a good choice. 

Top tip: To get around the short word limit, you can use images with text on them and use Bitly to compress your links, so they take up fewer characters. 


LinkedIn is the go-to site for professional networking, meaning it is especially popular with business-to-business companies. 

There are currently over a billion registered users on LinkedIn, with 8.6 million of those users being healthcare professionals. That is a huge potential market, especially when you consider that the context of LinkedIn suggests that users are engaged and ready to listen to brands. 

On LinkedIn, you can share everything from text posts to live videos, connecting with like-minded professionals from around the world. Learn to harness the power of LinkedIn with our complete breakdown guide. 

Which platform is best? 

There is no short answer to which social media platforms you should be using to market your medical device as it is completely dependent on your business and your target audience. 

There isn’t a top social media site that rules over them all as they are all so different and all come with pros and cons. Now that you know the differences between each platform, you are in a better position to choose where to focus your efforts. 

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing information to help you decide on the best marketing strategies and tactics to boost the adoption of your technology.

After all, no two technologies are the same.

If you would like to find out more about what we do or book a call to discuss how we can help you achieve your marketing goals, click one of the buttons below.

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