More Than Clicks and Follows: How Health Care Influencers Change the Game
Influencer campaigns can be a powerful way to engage a wider audience and build brand awareness.
// By JoAnne Gritter //
What do a YouTube doctor with 13 million subscribers and a hospital with a Facebook Live series have in common? They’re winning hearts — and health decisions — online.
As traditional media outlets have seen their power and influence decline in the digital age, a new category of content creators rose to fill the information gap. But the influencer economy is nothing if not uneven.
The ease of finding an influencer with expertise who consistently delivers high-caliber content depends greatly on the topic and industry. They face the same challenges faced by legacy media — building trust, demonstrating expertise, effecting positive change — only wrapped in a different package.
No industry is more primed for influencer disruption than health care. For brands navigating this crowded digital landscape, the challenge lies in identifying the right voices who bring more than charisma.
To cut through public distrust, influencers must be credible, trustworthy, relatable, and not overly polished. They must be highly relevant to the conversation and brand values and mission. Finding them is easier said than done.
Read on to learn how tapping into the right influencers builds brand awareness.