Bluesky thinking – what health tech marketers need to know about the new social media platform
This week’s Health Tech Connect spotlights key organisations to follow on Bluesky, the microblogging social media platform with a rapidly growing 25 million users.

Bluesky promotes transparency, privacy, and user control – attributes that are particularly appealing in the health tech sector, where the handling of sensitive information and need for trust are paramount. So, what else do we need to know about Bluesky before using it for health tech marketing?
- There is already a growing Health Tech Community
The great thing about Bluesky is that the platform moves away from a conventional master algorithm, which means users have more control over the content they see. Healthcare and health tech professionals and organisations such as NHS Confederation and the King’s Fund are already posting great content. By using ‘Starter Packs’—lists of users centred around specific interests and topics—you can quickly find and engage with people in the growing health tech community. A few to consider include Health Tech Policy, Women in Digital Health, Digital Therapeutics, and Digital Health.
- MedX is becoming MedSky
#MedTwitter or #MedX has long been a platform for medical professionals, researchers, and students for information sharing, medical education, and professional networking. But #MedSky is gaining popularity as a more collaborative and supportive environment for medical discourse, reminiscent of the “Old Twitter.” Many users are transitioning to #MedSky to pursue a new online community focused on specific conditions, treatments, or wellness topics without interference from algorithms prioritising ad revenue over meaningful connections.
- NHS organisations are testing the waters
In a recent informal Facebook survey, 42% of NHS trusts reported reducing the amount they were posting on X, but only 5% had left the platform completely. A quick search on Bluesky shows that around 10 trusts currently have an account and that the vast majority are taking a wait-and-see approach to using it for health tech communications by registering an account and observing the platform’s growth. NHS England is an example of an organisation that is also adopting this cautious strategy.
- The media is already there…but not fully committed
The majority of mainstream and healthcare press outlets already have a presence on Blue Sky, with organisations like Digital Health and HSJ posting regularly. However, their posting frequency tends to be slightly lower compared to platforms like X, potentially indicating hesitancy to fully commit. That said, publications like The Guardian have already deleted their X accounts and quickly joined Bluesky following controversies such as the US Presidential Election Campaign fallout. Engaging with journalists through the platform could be a useful and less competitive way to gain health tech PR.
- It feels different to X
When you first join Bluesky, it feels incredibly similar to X but its ad-free environment quickly makes it feels a lot less promotional than other platforms. For healthcare professionals, prioritising user autonomy, privacy, and trust, has the potential to transform how patients and professionals interact. For health tech companies, it’s a useful way to focus less on promoting their brand and more on starting conversations and understanding their audience whilst experimenting with the platform to test health tech marketing ideas.
Silver Buck is experienced with Bluesky and can support your organisation to use it effectively. Get in touch, if you’d like support or guidance from our team.