The Hospulse Barometer: A Snapshot of Hospital Activity on Bluesky

The Hospulse barometer specifically examines the presence of healthcare establishments on Bluesky, a network founded by Twitter co-founder Jack Dorsey.Bluesky is viewed as a viable alternative to X, formerly known as Twitter. The study analyzed 65 public and private institutions, including university hospitals and cancer centers. This initial assessment indicates that healthcare organizations are strategically positioning themselves on a platform that emphasizes transparency,direct communication,and expert communities.

A Presence Under Construction, Yet Strategic for Some

While French hospitals are still in the early stages of adopting Bluesky, some institutions have already demonstrated strong editorial control. The Curie Institute leads with 2,405 subscribers as of March 31, 2025, followed by the AP-HP (Assistance Publique – Hôpitaux de Paris) with 2,060 subscribers. The AP-HP North cancer Institute and Marseille University Hospitals (AP-HM) also show significant presence.

The AP-HP initially led in January but was surpassed by the Institut Curie in February. This shift highlights the importance of consistent, clear, and cohesive content. The Curie Institute’s triumphant launch in December, marked by high visibility of its initial posts, underscores the significance of a strong start on new platforms.

The Dual Engines of Acceleration: Activist Movements and Political Shifts

the first quarter of 2025 saw a notable increase in hospital engagement on bluesky, driven by two key factors.

• The #HelloQuitteX Movement: Initiated by a CNRS researcher, this movement united scientists, doctors, caregivers, and communicators in a collective departure from X in favor of Bluesky. This migration spurred several healthcare institutions to follow suit, creating a powerful group dynamic.
• The 2025 Presidential Inauguration: The inauguration of President Trump on January 20, 2025, acted as a catalyst. Concerns about the potential biases and control of centralized platforms led many institutional accounts to migrate to more ethical alternatives like Mastodon and Bluesky.

Regional establishments such as the CHU de Grenoble, Toulouse, Nice, and Rouen have since joined Bluesky, experiencing substantial growth, sometimes exceeding +600% within the quarter.

Notoriety vs. Engagement: Surprising Standouts

While major institutions dominate in terms of overall visibility, engagement rates reveal a different picture. The average interaction rate on Bluesky is 2.89% per post,considerably higher than the 1.2% observed on X. This indicates a more engaged audience on Bluesky.

smaller institutions, such as the CHU of Besançon, the CH South Ile-de-France, and the Antoine-Béclère Hospital (AP-HP), have demonstrated strong engagement. Their targeted content, often focused on field-related topics, team activities, and public health issues, generates significant community involvement.

The CHU d’Angers and Besançon have achieved interaction rates as high as 26% on their top posts.The AP-HM, AP-HP, and Bordeaux lead in raw volume, with content exceeding 80 reactions.

Progressive Margins Remain Significant

The initial Hospulse barometer also highlights the varying levels of maturity among healthcare institutions on Bluesky. Of the 65 establishments analyzed, 26 posted less than once per week, and six remained inactive.

This limited activity is frequently enough attributed to exploratory phases, a lack of defined editorial strategies, or constrained resources for digital communication.Though, the potential for growth is substantial. consistent engagement,a clear editorial focus,and adaptation to the platform’s unique culture are essential for maximizing impact.

Bluesky: A Strategic Prospect for Hospitals

Bluesky is attracting institutional actors seeking a more direct, authentic, and less saturated communication channel, distinct from the commercial algorithms of X and Meta. The platform facilitates the effective dissemination of high-value content, particularly in research, public health, and scientific communication.

By establishing a presence on Bluesky now, healthcare institutions can gain a pioneering advantage, build sustainable communities, and assert their institutional voice within a developing ecosystem.

The Hospulse barometer confirms that Bluesky is emerging as a new strategic space for healthcare communication. While engagement levels vary,the signals are clear: the migration of scientific communities,the rise of institutional accounts,and audience engagement present a significant opportunity.

Hospital leaders should consider their digital strategies and evaluate whether to invest in Bluesky, defining clear objectives and assigning dedicated teams to manage this channel. The answers are needed promptly.

Key Takeaways

• Bluesky offers a less saturated surroundings compared to customary social media platforms.
• Early adopters can establish a strong presence and build engaged communities.
• Consistent engagement and targeted content are crucial for success.
• The platform is particularly well-suited for research, public health, and scientific communication.

Hospipulse: A Quarterly Monitoring and Analysis Tool

Imagined by LauMa communicationalready at the origin of Beyond The Score (Barometer analyzing the presence of the main pharmaceutical laboratories present in France on X, Instagram and LinkedIn), Hospulse is part of the same qualitative monitoring process, crossing quantitative data, Commitment indicators et Contextual reading of digital social dynamics.

LauMa communication

This new barometer, published each quarter, is designed in partnership with the day before health players.