The world of online advertising has evolved dramatically with the rise of influencers – and the healthcare sector is certainly no exception. As the industry continues to adapt with the times, healthcare influencers are quickly reshaping patient engagement, information dissemination, and brand recognition. But what does this mean for clinics like yours?
In this blog, our Rocket Healthcare experts will delve into the dynamic realm of healthcare influencers, exploring their impact, best practices, and case studies that exemplify their pivotal role in revolutionising the healthcare landscape.
“With consumers, especially Gen-Z, becoming less tolerant and frankly more tuned in to the tactics used in interruptive marketing and advertising techniques… creators are becoming more integral in brands’ marketing strategies....”
- David Yovanno, CEO of impact.com (Forbes)
Social media is not what it once was. Transcending mere communication, channels are now dynamic platforms for sharing knowledge, experiences, and insights. And, even in the healthcare sector, influencers are harnessing the power of social platforms to distribute valuable health-related content.
These influencers range from physicians and nurses to nutritionists and wellness advocates, all leveraging their expertise (and their online following) to share credible health information, debunk myths, and provide guidance to their followers.
Information from healthcare influencers - and using this for marketing - can be so effective because of its accessibility, its accuracy and its relevance. Now, users can find answers to tricky healthcare conundrums at the click of a button, often providing reassurance - or escalation of healthcare issues is necessary. While this can pose risks concerning self-diagnosis, engaging content from healthcare influencers can also work to educate, and foster a more informed and health-conscious audience.
Patient engagement is of course a key cornerstone of quality healthcare delivery, and healthcare influencers play a pivotal role in shaping patient engagement by establishing trust, fostering open dialogue, and offering accurate health information.
Their authentic and relatable content resonates with audiences, encouraging them to take an active role in managing their health. Through shared experiences, insights into cutting-edge research, and discussions on emerging health technologies, influencers bridge the gap between healthcare providers and patients, empowering users to make informed (and more streamlined) decisions about their well-being.
If you’re looking to branch out with your clinic’s marketing and use healthcare influencers, then know this: selecting the right healthcare influencers is pivotal in building trust and credibility within the audience. Here, we share key strategies to identify and collaborate with authentic healthcare influencers:
Focus on influencers whose values align with your brand and mission rather than looking solely at follower count. Look for genuine engagement, trustworthiness, and an authentic voice that resonates with your audience.
Assess influencers' qualifications, experience, and expertise in healthcare. Physicians, nurses, nutritionists, and industry professionals often bring credibility due to their firsthand experience and expertise.
Review their previous posts, articles, or videos to ensure they align with ethical standards, share accurate information, and maintain a consistent tone across social media platforms.
Analyse their followers to ensure they represent your target demographics. Influencers with active and relevant audiences are more likely to drive meaningful engagement and conversions for you.
Establish clear communication channels and transparent agreements. Emphasise the importance of ethical guidelines, honest endorsements, and disclosures to maintain credibility.
To maximise the impact of influencer marketing in healthcare, it's essential to craft compelling and informative content that resonates with the audience:
We’ve talked briefly above about the importance of humanisation and storytelling, and this Rocket Healthcare case study highlights how this strategy was effective in conjunction with an SEO campaign.
Read more about how Harley Street Fertility Clinic achieved a 65% YoY increase
in organic traffic with Rocket’s SEO, content and paid marketing expertise, leveraging client stories and podcasts from the client’s internal healthcare experts.
Connecting with healthcare influencers requires a nuanced approach to ensure effective collaboration. Here are key dos and don'ts when engaging with healthcare influencers:
Research and Personalise
Do: Thoroughly research potential influencers to understand their expertise, audience, and the type of content they share.
Do: Personalise your outreach. Address the influencer by name and reference specific content that resonated with your brand's values or missions.
Engage and Build Relationships
Do: Engage with influencers by commenting on their posts, sharing their content, and initiating meaningful conversations.
Do: Foster relationships by offering value, such as sharing insightful industry data, research findings, or inviting them to exclusive events or webinars.
Collaborate Transparently
Do: Clearly outline the scope of collaboration, expectations, and mutually beneficial outcomes.
Do: Be transparent about compensation, timelines, and any other relevant details to avoid misunderstandings.
Respect Their Expertise
Do: Acknowledge and value their expertise in their respective domains.
Do: Allow them creative freedom while aligning with your brand guidelines, encouraging authenticity in their content.
Measure and Analyse
Do: Track the performance metrics of influencer collaborations, such as engagement rates, click-through rates, and conversions.
Do: Analyse the impact on your brand's visibility, follower growth, and overall marketing objectives.
Ignore Audience Relevance
Don't: Engage with influencers whose audience demographics or content style don't align with your brand's target audience or values.
Don't: Assume that a large following guarantees the right audience fit.
Be Transactional
Don't: Approach influencers solely for promotional purposes without building relationships or understanding their content and audience.
Don't: Treat influencers as mere advertising channels; focus on building genuine partnerships.
Overlook Disclosure and Transparency
Don't: Disregard legal and ethical guidelines for sponsored content or endorsements. Ensure influencers disclose partnerships clearly.
Don't: Mislead audiences or ask influencers to compromise their integrity by promoting unverified claims or misinformation.
Micromanage Creativity
Don't: Dictate content excessively. Allow influencers creative freedom while guiding them towards your brand's values and messaging.
Don't: Underestimate the value of authentic, genuine storytelling.
Neglect Relationship Building
Don't: Engage with influencers only when you need something. Consistent communication and relationship-building are key.
Don't: Assume one-off collaborations will lead to sustained success; invest in long-term relationships.
Today, social media platforms are able to facilitate direct connections between healthcare providers, influencers, and patients. Leveraging these platforms strategically can significantly impact healthcare outreach and engagement.
From a top level, we recommend…
For more personalised recommendations about the social media channels that would generate the best results for your healthcare brand, contact our healthcare marketing experts today.
Key Metrics to Measure:
In 2023 and beyond, leveraging influencers is not merely an option; it's a strategic imperative. Influencer marketing offers a unique opportunity to humanise healthcare, reach diverse audiences, and build trust. As healthcare influencers share authentic stories, insights, and expert opinions, they play a crucial role in shaping the health narrative, empowering patients, and driving positive change.
So, are you ready to embrace the power of healthcare influencers and harness the capabilities of social platforms? Contact Rocket Healthcare Marketing today and put your best foot forward into the world of healthcare influencers!
Identifying genuine healthcare influencers involves meticulous research and scrutiny. Start by assessing their content authenticity, expertise, and audience engagement. Look for influencers who align with your healthcare domain, sharing reliable, informative, and ethical content. Also analyse their followers' demographics, engagement rates, and interactions to ensure relevance and trustworthiness within your niche.
Different social media platforms cater to distinct audience demographics and engagement behaviours. Instagram and YouTube often excel for visual content, wellness tips, and educational videos. Twitter (X) is valuable for sharing real-time news and insights, while LinkedIn offers a professional platform suitable for thought leadership and B2B engagements. Facebook remains a diverse platform for sharing articles, events, and community-focused health content. We can support you in identifying your most potentially lucrative channels.
Data and analytics are fundamental in refining and optimising healthcare influencer marketing strategies. They provide insights into audience behaviour, content performance, and campaign success. Analysing data helps in identifying the most effective influencers, optimising content strategies, determining the best times to post, and understanding audience preferences.