Influencers became THE marketing strategy that brands display nowadays to increase their sales. And it works. Well, at least with millennials: 47% of millennials say that their purchase decision is influenced by social media (whereas only 19% in other age groups).
Of course, we can easily find beauty, gaming or lifestyle influencers…but have you ever heard of medical influencers? You didn’t? Well, let’s see together what this strange thing is.
First, let’s see who social media influencers in all kind of field are. Influencers can be of course Youtubers or bloggers and celebrities, but they can also be enthusiasts, activists or industry experts. They can be found on every social media platform, with different content.
But why health influencers? It has always been a big challenge for pharma marketeers to connect with their target: what if influencers could be a solution to this problem?
It’s well known now that when faced with health issues, people turn to the internet to find a solution or answers to their questions instead to directly see a general practitioner (yeah, not the optimal way to fix health issues tough). Nearly 90% of 18-24 years old trust health information found on social media. This is why…we have to make sure that what they find are reliable information!
So actually, who are these medical influencers? They have developed massive audiences online that swears by their recommendations, thanks to their expertise and optimal use of social media.
They are doctors, nurses, pharma experts or even patients. I know you want some examples…so here you are!
- Kevin Pho, MD
Kevin Pho is a brilliant doctor and one of the most successful medical influencers. He has over 157k followers on Twitter.
- Dave deBronkart
Known as e-Patient Dave, this medical influencer is a cancer survivor that shares information about the healthcare world. He has over 39k followers.
- Mike Varshavski…also known as the “Hot doctor”
He has 3.5 million followers on Instagram and 5 million on Youtube (yeah it’s crazy). He uses social media and its Youtube channel as an educational platform.
- Jeff Emmerson
This medical influencer struggled with mental health and became an expert in the field. He has over 1.38 million followers on Twitter. Jeff uses his personal experience to give advice and counsel to others that are dealing with mental health issues.
Now that you know some medical influencer’s names and understood better what they do on social media, we can say that they are a huge opportunity for pharma marketers to bind with the target and spread a clear message.
However, healthcare professionals that have an important role on social media should precise their qualifications, their specializations and certifications. This is why, the hashtag #VerifyHealthcare appeared online, to encourage medical influencers to prove their qualifications and avoid some fake information to be spread online, which could be very dangerous. The advice I could give to you then is, if you want to work with a medical influencer for your marketing campaign, verify his or her qualifications!