Social Health Influencers

Healthcare and Pharma Brands Are Leaning Into the Creator Economy

Report by Rajiv Leventhal  | UPDATED: Oct 4, 2024
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Executive Summary
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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
What does this all mean for brands and marketers?
EMARKETER Interviews
Sources
Media Gallery
About This Report
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.
Topics
Digital Health
Social Media Marketing
Influencer Marketing
US
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
What does this all mean for brands and marketers?
EMARKETER Interviews
Sources
Media Gallery

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?

US Social Media Users Who Engage With or Follow Health Influencers on Social Media, by Generation, Dec 2023 (% of respondents)
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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

    1. Executive Summary
    2. Who are social health influencers?
    3. Health influencers’ social media content provides easy access to medical information
    1. Ad agencies are helping healthcare and pharma brands navigate the creator economy
    2. What does this all mean for brands and marketers?
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Social Media Users Who Engage With or Follow Health Influencers on Social Media, by Generation, Dec 2023 (% of respondents)Social Media Accounts US Social Media Users* Follow for Health-Related Content, Dec 2023 (% of respondents)
    Social Media Sources US Social Media Users Trust the Most for Health Information, by Generation, Dec 2023 (% of respondents)Health-Related Subjects US Adult TikTok Users Have Seen Information or Advice About on the App, by Age, May 2024 (% of respondents)
    Actions Taken by US Adults After Seeing Health-Related Social Media Content, April 2024 (% of respondents)

    Interviewed for This Report

    Beryl Britton, N.D.
    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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    First Published on Aug 6, 2024

    authors

    Rajiv Leventhal

    Contributors

    Vladimir de Leon
    Chart Editor
    Jasmine Enberg
    Vice President and Principal Analyst
    Dane Finley
    Jennifer Pearson
    VP, Research
    Naomi Rebuelta
    Copy Editor
    Heather Sprung
    Senior Editor
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content