LinkedIn consolidates its position, X loses relevance, and AI is redefining health communication in Europe

In an increasingly fragmented and changing digital landscape, being or not being on social media has become a strategic decision for healthcare institutions. It’s no longer just about being present, but about knowing where and how to communicate in order to connect with citizens while remaining consistent with institutional values. This was one of the key insights from the 2nd International Congress on Health Communication organized by Vall d’Hebron, where Adsmurai presented the study Digital Health Communication in Europe.

The report analyzes the digital activity of 70 institutions across 10 European countries and more than 340 active profiles on LinkedIn, TikTok, YouTube, Instagram, Facebook, Bluesky, Threads, and X. It reveals that health communication in Europe has entered a new stage of digital maturity. Hospitals are no longer merely informing—they are building trust, empathy, and health education through more professional, community-oriented digital strategies.

According to Víctor Puig, Vice President of Consulting & Content at Adsmurai, “Social media is now an essential space for health communication and public trust. Institutions that manage to connect data, creativity, and empathy are the ones truly transforming their communication into impact.”

European hospitals face the challenge of connecting with their audiences

The analysis shows that LinkedIn is the most widely used network (89%) among European hospitals and has consolidated its position as the leading channel for professional communication. Instagram, by contrast, has seen a 27% annual growth in engagement, driven by emotional and educational content.

The study also found that hospitals posting between two and four times per week double their engagement compared to those posting daily, demonstrating the importance of strategic planning over overexposure. Moreover, short-form video, through formats such as Reels, Shorts, or TikTok, generates up to ten times more engagement than static posts. However, only 42% of institutions maintain coherent, multichannel communication, highlighting an ongoing challenge in achieving a unified institutional voice.

Vall d’Hebron, a European benchmark in digital communication

The study cites Vall d’Hebron as one of the most advanced institutions in Europe in the field of digital health communication, with an average of 1.5 daily posts per platform and a strategy that combines education, innovation, and closeness. Its active presence on Threads, Facebook, LinkedIn, Instagram, and TikTok exemplifies how a public hospital can build community, reputation, and transparency in digital environments.

“As a leading hospital, we have a responsibility to be at the forefront—not only in medicine but also in communication. We are committed to a digital strategy that combines innovation and proximity to build trust and promote health across all channels,” says Fran García, Director of Communication, Corporate Strategy, and Citizen Engagement at Vall d’Hebron University Hospital.

Artificial intelligence: the next leap

The report also predicts that artificial intelligence will mark the next stage in health communication, enabling institutions to anticipate information needs, personalize messages, and combat misinformation.

According to Adsmurai, the future of hospital communication will move from simply “being visible” to “being relevant,” with strategies that integrate science, emotion, and data.