Health Plans and Influencer Marketing: Things to Consider
In today’s digital-first marketing landscape, influencers are leveraged as trusted messengers offering powerful and authentic bridges between brands and the communities they aim to serve. But is this untapped potential for healthcare brands? By using the ability to humanize complex medical topics through storytelling, myth-busting, and personal experience, influencers could build trust and engagement in ways traditional advertising often cannot.
Before launching your next campaign, it’s essential to understand the layers of strategy, compliance, and credibility that come with partnering with influencers in the health space. Read on for some key considerations when working with influencers.
Compliance Review
Content needs to be reviewed by a compliance team.
Talking points would need to be approved before being shared with an influencer.
Content shouldn’t be overly scripted to avoid losing authenticity.
FTC Compliance
Influencers need to disclose that their content is sponsored.
They may lose credibility once viewers see they are being paid for their content.
Health companies need to think through the best way to present the content.
Credibility
Health companies need to vet these influencers before reaching out.
Do they have medical credentials?
Where did they get their medical degree, etc.?
Reach & Trust
Influencers impact millions of followers—an ideal way to amplify health campaigns and reminders.
Educate & connect: Their mix of storytelling, myth-busting, and professional authority builds patient trust and engagement.
Multi-platform impact: From YouTube to TikTok, their presence across channels aligns with your multi-touch strategies.
Payment & Negotiations
Keep in mind the financial incentive for an influencer to participate in a panel, video, etc.
Rates vary based on their follower counts, popularity and the number of posts they would produce.
They will want to be paid to post their content and repurpose it in a paid ad campaign (if applicable) as well as any additional usage rights.
Influencer Utility
Determine how will you utilize an influencer’s talents.
Invite them to star in member educational videos, guest appear in webinars, participate in Q&A panels, or serve as content collaborators to drive awareness and credibility.
Use them for product placement/sponsored storytelling — partner on campaigns around flu shots, screenings, or wellness programs.
$5.20 – $6.50 for every $1 spent is the average influencer ROI, across industries, with top performers reaching up to $18 for $1
Up to 11x: returns in comparison to traditional digital ads
61–62% of consumers trust influencer product recommendations more than traditional advertising.
Around 35% of consumers are persuaded to try new products after seeing them via influencers
87–90% of marketers say influencer marketing ROI is equal to or superior to other channels
Want to continue the influencer conversation? Let’s chat!
