Influencing for Better

Influencing for Better. Since going through a global pandemic, a work-life readjustment and now a cost-of-living crisis, the focus on our health as individuals has never been stronger. Audiences are much more conscious of each and every component that contributes to happier and healthier lives, whether they be physical or mental.

In a world increasingly consumed by 360 health & wellness, the information available across social media plays an integral role in providing a better, more comforting health experience. It puts power in the hands of patients, of which 42% say information on social media affects the way they deal with their health. Both patients and qualified medical professionals can now provide real community influence with studies reporting 81% of consumers are more likely to trust healthcare influencers over other types of influencers.

The opportunities for digital influencers to play a role for health-associated businesses through content have grown hugely, paving the way for healthcare influence to be the next big growth area in Influencer Marketing. Of course, the world of health is not always straightforward. There are sensitive and personal topic areas, mixed and strict legal regulations to maneuver, and children’s health.

Brands are advised to tread with caution and take legal advice, alongside an expected regular morality check. Consider a slightly different spectrum of influence within healthcare. 40% of people said information found on social media affects how they coped with a chronic condition, their view of diet and exercise, and their selection of a physician — so influencer selection is critical.

Celebrity or creator talents will always drive reach, providing their influence is rooted in authentic user experiences, but the real trust comes from regular community gatekeepers around specific illnesses and conditions. The rise of Medfluencer on video platforms like YouTube and TikTok now supports that, with HCP’s, Doctors, Dermatologist, Nutritionist all adding qualified opinions to potential partnerships. Why does this matter to me if I’m not a healthcare brand? Every brand is a wellness brand.

Consumers need life partners from the brands they choose, not just product providers. All brands need to showcase their concern for health & wellness by contextualizing their impact on patients. PUT PATIENTS FIRST.

Understand the real need for your brand in the social space and your ability to change lives. Put people first, not the product, by providing clear information and contextualising its impact through other patients. COMMIT TO YOUR COMMUNITY.

87% of people living with chronic conditions who asked questions online were seeking input from other patients. Wellness performs so much stronger when the message is community-led. Your customers know what they need and who they trust.

Leverage multiple profiles of qualified health professionals and experience to provide value by leading the conversation and defining the next steps. REDEFINE SUCCESS. Tapping into healthcare issues is not a quick sales promotion strategy.

Brands that place priority on sales and social metrics become transparent very quickly through aggressive CTA tactics. Redefining your success metrics will drive long term growth and loyalty though providing truly impactful value to the community. GET OUT OF THE WAY! Trust influencers to connect with their audience and articulate your brand in the most authentic way possible to demonstrate your real value.

Ogilvy’s Influencer Wellness Report shows this as the biggest pitfall of brand partnerships. Being there as an enabler will evoke trust, loyalty and build long term relationships for the brand..