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Blog/The Science of Engagement

LinkedIn: The New Top Pharma Marketing Tool

Physicians are already scrolling LinkedIn. The question is what they find when they get there.

The PubVisual TeamEditorial · The Science of Engagement
4 min read
The short version
  • Physicians are on LinkedIn between patients, checking what their professional network is talking about. It's become a real waiting room for scientific attention.
  • A physician who clicks through from LinkedIn is in scroll mode, fast, skeptical. If the link leads to a static PDF or a dense deck, the click was wasted.
  • The fix is making sure wherever that LinkedIn click lands feels like a continuation of the scroll, not a detour into a different medium.

Physicians are already scrolling LinkedIn. The question is what they find when they get there. Here's what we found, and what it means for how you build your next story.

01Where the audience actually is

Physicians are on LinkedIn between patients, checking what their professional network is talking about. It's become a real waiting room for scientific attention.

Same finding, two shapesStatic page
The publication as published
The same finding, designed
One finding

LinkedIn: The New Top Pharma Marketing Tool, told as a story a physician can finish.

The physician readerstill scanning the table…
0:38time to the point
Fig. 01The same approved finding, shown as a static page and as a designed story.

02What doesn’t work once they arrive

A physician who clicks through from LinkedIn is in scroll mode, fast, skeptical. If the link leads to a static PDF or a dense slide deck, the click was wasted.

“A physician who clicks through from LinkedIn is in scroll mode, fast, skeptical. If the link leads to a static PDF or a dense slide deck, the click was wasted.”

03Matching the destination to the moment

The fix is making sure wherever that LinkedIn click lands feels like a continuation of the scroll, not a detour into a different medium. A short visual story she can finish in the time she was already planning to spend.

04Making the click worth it

A PubVisual Core story is built to be finished in two minutes, the exact attention span a LinkedIn click gives you. Pair it with Smart Pathways and she can choose to go deeper, on her terms.

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The post earns the attention. The story decides what happens next.

A LinkedIn post can stop a physician mid-scroll. PubVisual Engage makes the click worth it: the link opens an approved story where asking a question, requesting the paper and booking time all happen inside the scene. Watch it play, or tap a moment.

Ask a question From the scroll to a real question ? Ask Request the paper The full paper, one tap ↓ Request Book time With your team, same sitting → Book
Dr. Weber arrives from the post and asks a question at the first scene.
Self-running · tap a moment to replay it

The click opens a story. The story carries the next step.

  • ✓The link opens a story, and the story carries its own next steps.
  • ✓Ask, request and book were approved with the content, in one review.
  • ✓Interest on LinkedIn becomes a conversation with your team in the same sitting.
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Written by
The PubVisual Team
Editorial · PubVisual

We build the science communication our own field teams would want to use, then hand it to yours. This post came out of that same process.

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Let her steer, from the same approved core

Turn the LinkedIn click into a finished story instead of an abandoned download with PubVisual Core.

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Questions

Frequently asked questions

Yes, between patients, checking what their professional network is talking about. It's become a real waiting room for scientific attention.

Something that feels like a continuation of the scroll, not a detour into a different medium. A short visual story she can finish in the time she was already planning to spend.

Because the destination breaks the moment. A physician arriving from the feed is in scroll mode, fast and skeptical. If the link leads to a static PDF or a dense slide deck, the click was wasted.