Here’s what healthcare and pharma brands need to know about making social health influencers a bigger part of their marketing strategies in order to sway consumer decisions.
Consumers are more frequently connecting with health influencers on social media platforms. Healthcare and pharma brands must refine their strategies for partnering with creators.
Key Question: What’s driving healthcare and pharma brands to embrace social health influencers, and how can they better navigate the creator economy?
Key Stat: Nearly two-thirds of Gen Z (63%) and millennial (61.5%) social media users follow and/or engage with health influencers on social media platforms, according to EMARKETER’s December 2023 US Digital Health Survey.
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Table of Contents
Executive Summary
Who are social health influencers?
Health influencers’ social media content provides easy access to medical information
Ad agencies are helping healthcare and pharma brands navigate the creator economy
Beryl Britton, N.D., a Naturopathic Medicine Corporation
Owner
Interviewed July 2, 2024
Michael DiSalvo
Ogilvy Health
Executive Vice President and Head of Social Influence
Interviewed May 9, 2024
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