Insights Into Influencer Marketing for Pharma

The healthcare and pharmaceutical industry is set to spend $21 billion in digital ads this year, according to eMarketer. Influencer marketing is a piece of that pie, but what are the best practices for leveraging creators successfully? Let’s explore how influencers are helping to build trust, raise awareness about health conditions and treatments, and navigate the complex regulatory landscape of the pharma industry.

Influencers play a pivotal role in the healthcare industry by providing a human touch, trust and authenticity to the often complex and intimidating world of healthcare, making it more accessible and understandable to the general public. By sharing their personal experiences, insights, and even struggles with certain health conditions, influencers establish a strong connection with their audience. This not only builds trust but also helps to dispel myths and misconceptions about certain diseases and their treatments. 

Influencers partner with healthcare and government organizations to promote accurate information, thereby educating their followers about the importance of resources, early detection, proper treatment, and continuous care. This helps break down barriers in health communication.

In this campaign, Better Living reminds its audience how they can get their flu shots and rebukes the myth that the flu shot gives people the flu.

Pharma companies can work with lifestyle and medical influencers in various ways. In a sponsored post, Dr. Sally Choi and CVS partnered to encourage followers to get a flu shot and inform them that most flu vaccinations are free with health insurance. In this case, the campaign leverages the expertise of a medical professional along with the trust the creator inspires.

Another example shows Jake Collins, physician assistant-certified, shares his knowledge of addressing common wounds in partnership with CVS.

The role of influencers in pharma marketing 

Influencers act as a bridge between pharmaceutical companies and public health agencies and consumers. They humanize the often complex and clinical world of healthcare, making it more relatable and accessible to their followers. 

Educate followers about health

Influencers reach people where they spend a significant amount of their time — on social media platforms. Leveraging their trust, they can disseminate crucial health information, dispel widespread health myths, and foster a more informed and health-conscious community.

Dr. Dray, a dermatologist with more than 380.2K TikTok followers, partnered with Pfizer for #EczemaAwarenessMonth to share tips to manage stress. She encourages viewers to explore their treatment options.

Reach diverse audiences

Influencers, with their wide range of backgrounds and unique viewpoints, can really connect with all sorts of audiences. Plus, people often trust those who they feel are part of their own community, making influencers a trusted source of health information.

Influencers build trust and credibility

One of the most profound advantages of collaborating with influencers lies in their ability to enhance a brand’s credibility.

Challenges and considerations in influencer marketing for pharma

One of the biggest challenges healthcare brands can face in influencer marketing is ensuring that posts meet legal requirements and guidelines. Here are a few essential considerations:

Compliance

When working with influencers, it is crucial to ensure that the content they create meets Federal Trade Commission guidelines. This includes being transparent about their partnership with the brand, clearly disclosing any benefits they receive, and ensuring their content is accurate and does not make false or misleading claims about the healthcare products or services they are promoting. Furthermore, it’s essential that influencers respect patient privacy and confidentiality and avoid sharing any personal health information without explicit consent.

Here is an example of Sarah Cothran, whose mom was diagnosed with Hypertrophic Cardiomyopathy (HCM)/ Sarah partnered with Bristol Myers Squibb to raise awareness about the symptoms. She clearly states she is working with the company with the #sponsored hashtag, along with on-screen text disclosure. On-screen text along reminds viewers to seek professional healthcare and offers resources to learn more. 

Choosing the right influencers

One of the most significant hurdles that pharmaceutical brands encounter is the selection of influencers. The ideal influencers are those who possess credibility, potential professional medical credentials, and a loyal following. Partnering with people who have experience with specific health concerns lend authenticity to the campaign as well.

When promoting products and services in regulated industries like healthcare, it’s essential to work with a team of experts to ensure all marketing efforts are compliant with the relevant laws and regulations and that the content itself is compelling, inspirational, educational or entertaining. IZEA can help manage relationships with influencers, ensuring that they meet all necessary guidelines and regulations. Failure to comply can lead to severe penalties, including fines, lawsuits, and damage to the brand’s reputation. Therefore, it’s critical to have a knowledgeable team in place to navigate these complex regulatory landscapes.

Influencers:

Looking to partner with industry-leading brands? Create your free profile today.

Marketers:

The world’s biggest brands trust IZEA. Find which of our self-serve marketing tools or full-service influencer marketing solutions are right for you.