Why Leveraging Influencers is the Right Prescription for Healthcare Marketing

The Influencer marketing industry has seen steady growth over the past couple of years and is now a $20 billion industry. This is an increase of 21% in just one year. Brands benefit from influencer marketing because it allows them to leverage the influencer’s relationships with their followers. When an influencer promotes a brand it’s authentic, trustable, and true. Including influencer marketing in your paid media mix can increase your brand awareness and credibility significantly.

Healthcare brands are increasingly turning to influencers as a powerful marketing tool. Leveraging influencers can not only aid in the promotion of healthcare brands and services, but it can even drive healthy outcomes for patients. Here are three ways influencers can help healthcare brands connect with their target audiences.

1. Brand Endorsement

Influencers hold a level of credibility like no other in the eyes of their followers. Whether it’s a professional sports player promoting a sports medicine facility, a women’s healthcare advocate promoting an entire healthcare organization, or even a fitness guru promoting healthy exercise at a local gym, having that endorsement can carry significant weight in the eyes of the consumer. Through authentic storytelling and engaging posts and videos, influencers can help humanize brands and make them more relatable to the consumer.

2. Education and Advocacy

Healthcare is jargony, technical, and complex, and sometimes the average consumer struggles to understand their diagnosis or condition. Influencers can play a crucial role in disseminating information in a way that resonates with their audience. They can be pivotal in raising awareness about health issues, making their followers who may be experiencing the same symptoms or diagnosis or know someone who has the same symptoms or diagnosis feel less alone, supported, and more capable of providing the support needed to their loved ones.

3. Healthy Outcomes

Influencer marketing drives engagement and inspires action. Healthcare brands can harness the persuasive power influencers hold to encourage behavior shifts among their target audience. Whether it is sharing their healthcare journey, promoting healthy diet and exercise, encouraging mental healthcare, or elevating the need for regular preventative screenings influencers can motivate their followers to take proactive steps to improve their health and overall well-being, driving positive health behaviors and outcomes.

As the healthcare industry continues to embrace digital innovation, influencer marketing can be a highly effective way for brands to connect with their target audiences. If you are interested in learning more about how an influencer marketing strategy can help your organization grow, including how to even begin, schedule a call with us today.