Health Influencer Marketing: Best Practices and Examples

Health and wellness are no longer just personal goals—they’ve become a cultural movement driving industry growth. With rising interest in self-care and fitness, health influencers and health-focused marketing strategies have gained significant traction. According to Lululemon’s 2024 Global Wellness Report, 89% of people are taking more steps to enhance their well-being compared to the previous year, reflecting this shift in priorities. This trend underscores the increasing relevance of health influencer marketing for brands looking to connect with proactive, wellness-focused audiences.

A closer look at health influencer marketing

If you asked 10 people what “health” is, you’d likely get 10 different answers. That’s because, unlike other industries, health covers a lot of ground and can mean different things to different people, based on their specific goals.

“Health” can take on many meanings—whether it’s about physical fitness, quitting unhealthy habits, or managing chronic conditions. For many, the growing focus on mental health has also expanded the conversation around wellness. This shift has profoundly influenced what health and wellness influencers discuss, promoting a more holistic view of well-being that resonates with diverse audiences.

According to eMarketer’s Social Health Influencers report, its U.S. Digital Health Survey found that 63% of Gen Z and 61.5% of millennial social media users actively follow or engage with health influencers. This highlights the growing impact of influencer marketing in reaching younger, health-conscious audiences.

Health influencers can take many forms, like fitness influencers, healthcare professionals, and healthy food influencers. The same is true of brands that might use health influencer marketing. A fitness brand could work with an influencer known for workouts or a personal trainer. A pharmaceutical company might look for a patient or parent, and a healthy food company could partner with a nutrition influencer.

The nuances of health influencer marketing

Health influencer marketing is more multifaceted than other forms of influencer marketing and often has different goals and considerations.

It’s more educational.

Let’s face it: Fashion and other types of influencer marketing are often primarily focused on promotion. Health influencer marketing tends to put education first, though. It seeks to show people how to be their best selves, or how to navigate the health care system.

It has more built-in trust.

Trust is imperative in the healthcare system, as people need to trust the recommendations of their doctors, pharmacists, and other healthcare providers to feel their best. A December 2023 Gallup poll found that nurses were the most trusted, with doctors and pharmacists close behind. Trust is also imperative in influencer marketing. IZEA’s 2025 Trust in Influencer Marketing found that 77% of respondents find influencer content it more compelling than traditional ads.

It’s more regulated.

The healthcare industry — and to some extent the fitness and wellness industries — is heavily regulated. As an extension, health influencer marketing has more legal considerations than other forms of influencer marketing.

You’ve probably heard plenty about the FTC coming after influencers who failed to disclose their connection with brands and sponsors on specific posts. The FDA has also warned brands and influencers who didn’t put the proper disclosures, warnings and risk information on their posts. Additionally, many influencers talking about anything health-related will make a disclaimer saying that they’re not licensed professionals or healthcare professionals.

Successful health influencer marketing examples

Successful health influencer marketing campaigns demonstrate the power of authentic storytelling and targeted engagement. These examples highlight how brands have effectively partnered with influencers to inspire healthier lifestyles, promote products, and build trust with their audiences.

Anthem Blue Cross

In this post, Genesis Hinckley, a motivational speaker, explains in Spanish the importance of exploring health plan options. She tells how her family has been on Medicaid and encourages people who no longer qualify for Medicaid to seek out affordable options from Anthem Blue Cross. This post is effective because it reaches Spanish-speaking audiences thanks to a trusted bilingual influencer who already relates to and connects with the demographic.

Allevyn

In a sponsored TikTok, nurse Chenedy demonstrates why Allevyn Life dressings are needed in her medical facility. She shows the product and talks about why it works so well, pointing out that it has solid but gentle adhesive. She also tests the absorbency in the video, clearly showing the product’s efficacy. 

BIOHM

The post by Leena Abed, known as @practical.nutritionist, promotes gut health through simple, actionable tips, such as consuming probiotic-rich and fiber-rich foods, mindful eating, and using BIOHM health products, like probiotics and digestive enzyme drinks. The influencer emphasizes ease of implementation in daily life and highlights affordability, noting the product is available at Walmart for under $30.

This post is effective because it combines educational content with relatable personal habits, uses a clear call-to-action (like, save, follow), and integrates brand promotion seamlessly while maintaining credibility.

Safeway

The post by Rachel, known as @analyticalmommy, promotes heart health awareness during Heart Health Month by highlighting nutrient-rich foods like salmon, berries, and avocados, which benefit cardiovascular health. It incorporates insights from a Harvard study, showing that seafood reduces heart disease risk, and connects this to family-friendly eating habits. The influencer ties in Safeway’s convenience and deals, making it easy for followers to adopt these healthy habits.

This CPG and retailer content effectively integrates health influencer marketing by blending education, relatable storytelling, and a strong retailer call-to-action.

How to begin health influencer marketing

Perhaps the most important thing to remember about a health influencer marketing strategy is that you must approach it differently than you would in any other industry.

Focusing on education, not promotion, is essential to avoid run-ins with regulators. If your brand sells a product that promises to improve health in some way, influencers can talk about their experience.

You also want to choose your influencers carefully. Consider who they are and their story. If you’re going to work with healthcare providers and professionals, be sure to verify their credentials. 

Sources

Lululemon. (2024, Sept. 23) lululemon Global Wellbeing Report 2024. Lululemon. 

eMarketer. (2024, Oct. 4) Social Health Influencers. eMarketer.

IZEA. (2024, Nov. 13) 2025 Trust in Influencer Marketing. IZEA.

Gallup. (2023) Honesty/Ethics in Professions. Gallup.

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