As Bluesky grows, opportunities abound for pharma brands

Don’t look now, but Bluesky is gaining steam.

The text-based social media platform’s user base topped 33 million after experiencing a significant boost in signups following the 2024 US presidential election.

At a time when other social media platforms are faced with problems ranging from mediocre user experience (Facebook), waning cultural influence (X) or perilous legal standing (TikTok), Bluesky represents something of a beacon of light.

Users are increasingly joining the platform and some evidence exists that its userbase is taking the shape of Twitter 1.0, composed of tastemakers and news outlets.

A recent study indicated journalists are engaging far more frequently on Bluesky than they do on X.

When it comes to Big Pharma, the likes of Novartis, Bristol Myers Squibb and AstraZeneca have accounts — though none are posting.

The directional signs for Bluesky appear to be pointing North for marketers, but the platform doesn’t offer paid ads. If it does, pharma brands should be ready to pounce. 

Even if the platform never adopts advertising as part of its business model, the lack of competition is enough of a selling point, according to Amy Steele, chief digital and strategy officer at Studio 44 and associate VP of digital strategy at Precision AQ.

“Any pharma company could be on there right now dominating because [the competition] is just not there,” she said. 

Virgin territory

For marketers, one of the most appealing parts of Bluesky is that it’s relatively untouched as far as social media platforms go.

Bluesky launched in late 2021 and has achieved success with its Twitter-like look and decentralized moderation.

Where other platforms have failed to solidify staying power or attract a sizable audience amid X’s well-documented volatility under Elon Musk’s ownership, Bluesky has succeeded thanks in part to its unique platform design.

Adam Daley, VP of social media at CG Life, noted that while Bluesky’s decentralized, niche interest networks may make traditional advertising challenging, they also open opportunities for more targeted engagement.

He said if a target audience joins Bluesky — say certain patient advocates or healthcare professionals — brands will be able to find them more quickly and communicate with them in a more natural way since there’s not as much noise to cut through.

Given that the platform is a popular newcomer, it also affords unprecedented control for brands, especially drugmakers, as Steele noted. 

Though brands have some semblance of control, she urged them not to fall into their old ways of advertising.

“What pharma should never do on Bluesky, is make it feel like a typical pharma commercial,” Steele said. 

She suggested brands prioritize authenticity, such as what’s seen on TikTok, and make the content something people “would actually want to follow.”

Organic, unbranded opportunities

At this stage in the platform’s lifecycle, brands have a couple of options for establishing a presence on Bluesky. 

Helen Hoye, associate director of engagement strategy for AbelsonTaylor Group, said organic and unbranded content is the winning strategy. 

“Organic content is more focused on the community, on what’s relevant for them and how those brands can support that community’s needs,” Hoye said. 

Though OTC brands can be more adventurous and interact with HCPs, Daley advised pharma brands against “blunt-force brand advertising” in the future. Instead, he encouraged a focus on organic content and paid search.

Still, it’s worth noting that the decentralized moderation that Bluesky values can also pose brand safety risks.

At the end of last year, Bluesky had to quadruple the number of content moderators in wake of brand safety issues.

Danielle Rowen, director of UK social for pharma and energy at Substance Global, underscored that the legal and regulatory position is paramount for drugmakers. 

“Bluesky still feels like an experimental space without the structural safeguard required to operate responsibly,” she said. “This will only complicate further when advertising starts on the platform and Bluesky will need clearer policies in order for digital compliance teams to get on board.”

Without clear, transparent policies about misinformation, content moderation and user protections, she said most pharma brands will hesitate to engage.

Follow the HCPs

What could truly move the needle for pharma brands is if HCPs migrate to the platform en masse. 

The platform is slowly attracting HCPs, researchers and patient groups. Daley cited the prominence of the American Cancer Society but acknowledged the longstanding preference for many HCPs and health brands to remain on #MedTwitter. 

Until that population establishes a sizable presence on Bluesky, many anticipate pharma brands will remain on the sidelines.

But for those who are already there, that emphasis on organic, unbranded content could play to their favor.

Rowen countered that until there’s meaningful patient or HCP engagement, it’s hard for marketers to justify any kind of organic investment from their clients.

In the meantime, brands can take baby steps with their marketing strategy.

Daley suggested brands can start with minimal investments by posting organic content and evaluating the platform’s potential without committing significant resources.

“It’s just testing the waters — it’s beta testing. Get in there now, try to start posting some updates around milestones or [takeaways] from a conference and just see if your audience is there,” he said. 

This story first appeared on MM+M.