Health communication in Europe is entering a new digital era, according to a study presented by Adsmurai at the International Congress on Health Communication at the Vall d'Hebron Hospital Campus.

The report analyses the social media presence of 40 European healthcare institutions and 30 pharmaceutical companies based in Europe and highlights how artificial intelligence, outreach and empathy are redefining the relationship between institutions and patients.

Barcelona, October 30, 2025. 

Healthcare communication in Europe has reached a new level of digital maturity. This is demonstrated by the study “Digital Health Communication in Europe”, conducted by Adsmurai and presented at the 2nd International Congress on Health Communication organized by Vall d’Hebron. The report analyses the digital behaviour of 70 institutions from 10 European countries and over 347 active profiles across LinkedIn, TikTok, YouTube, Instagram, Facebook, Bluesky, Threads, and X (Twitter).

The study highlights a clear evolution: hospitals are no longer just informing, but building trust, empathy and health education through more professional and community-focused digital strategies. 

European hospitals face the challenge of connecting with their audiences

According to the analysis, LinkedIn is the most widely used platform (89%) by hospitals and remains the reference channel for professional communication, while Instagram has recorded a +27% year-over-year growth in engagement, driven by emotional and educational content.

The study also shows that hospitals publishing 2–4 times per week double their interaction rate compared to those posting daily, highlighting the importance of strategic planning over overexposure.

Moreover, short-form video (in formats like Reels, Shorts or TikTok) generates up to 10 times more engagement than static posts. However, only 42% of institutions maintain a consistent and multichannel communication, signalling a challenge in achieving a unified institutional voice.

“Social media today is an essential space for health communication and public trust. Institutions that manage to combine data, creativity and empathy are the ones that truly transform communication into impact,” says Víctor Puig, VP of Consulting & Content at Adsmurai.

Vall d’Hebron, a European benchmark in digital health communication

The study highlights Vall d’Hebron as one of Europe’s most advanced institutions in multichannel communication, with an average of 1.5 daily posts per platform and a strategy combining education, innovation and proximity.

Its active presence on Threads, Facebook, LinkedIn, Instagram and TikTok shows how a public hospital can build community, reputation and transparency in digital environments.

“As a reference hospital, we have the responsibility to be at the forefront, both in medicine and in communication. We are committed to a digital strategy that blends innovation and proximity to build trust and promote health across all channels,” says Fran García, Director of Communication, Corporate Strategy and Citizen Services at the hospital.

Artificial intelligence: the next leap in health communication

Adsmurai predicts that artificial intelligence will define the next stage of healthcare communication, enabling institutions to anticipate informational needs, personalise messages and prevent misinformation.

The report emphasises that the future of hospital communication is moving from “being visible” to “being relevant”, with strategies that integrate science, emotion and data.

About the study

“Digital Health Communication in Europe” combines quantitative and qualitative analysis of the social media activity of hospitals, pharmaceutical companies, medical universities and research centres across Europe.

The report, presented by Adsmurai at the 2nd International Congress on Health Communication organised by Vall d’Hebron, is available exclusively to the media.