This study investigates the use of the LinkedIn Company Page by Portuguese pharmacies, seeking to analyse the frequency of posts, identify the type/format of post favoured, examine the content used in the posts and determine the level of engagement of the posts made. A qualitative approach was used, based on three case studies of Portuguese pharmacies, whose final selection depended on the number of followers, the number of publications and the engagement rate. The results showed that pharmacies’ adherence to creating a LinkedIn Company Page is low. It was also observed that some of the pharmacies that do use such pages do not include information that is considered essential. Pharmacies share and address topics such as training, events and celebrations, with the predominant use of images, links and videos in the content published. Social media posts with images and informative posts with videos were the most successful. However, consistency over time and the number of publications is still low.