A good strategy can not go through all of the channels or technology without filtering. Therefore, understanding how changing patient behavior impacts the process will help marketers narrow down their choices and define the best tool for the healthcare firm. And entering the digital era, influencer marketing has attracted marketers' attention since its benefit and viral gradually moving the spotlight. Why should you consider it for your healthcare brand? What does it take to make it pay off?
What is influencer marketing?
Influencer marketing is promoting your brand or products through someone whose perception significantly impacts your target customers segment. Influencer marketing has evolved towards healthcare for decades. Now it develops in the online world to play an essential role when customers became new wave changing behaviors of learning and entertaining due to coronavirus. You can also learn about influencer marketing overview through our previous article in Life Impacts News.
Why should you consider influencer marketing in healthcare?
A host of factors make healthcare best suited for influencer marketing. First, traditional paid advertisements are not paramount as they used to be. People are overwhelmed subconsciously with the flooding of promotional messages every day, and paid ads still work only if the audiences genuinely want to build relationships among healthcare providers. But regarding influencer marketing, audiences are already connecting with healthcare influencers and being involved in virtual communities online when their concerns play a part in the health situation. And people are more likely to communicate with others as well as learn from ones who already overcame the same problems with them. Influencers who have earned trust from audience niches come across as more believable than even the most polished messaging from any healthcare brand.
Moreover, influencer marketing conducts the conversations directly to your target customers based on social media, so it is currently a suitable strategy when the internet has shaped the way people manage their health. Patients rely on a wealth of information and reviews about symptoms, healthcare providers, and treatment options which empower them to become equal partners in the process, and hence these research and get-to-know stages are great chances for your brand to interact with likely consumers.
How to navigate it well?
Influencer marketing has made its reputation in consumer products like cosmetics, perfumes, and clothes and has become one of the highest ROI marketing strategies in recent years. In 2020, many largest brands launched a web platform that connects pharmaceutical companies, medical device manufacturers, and hospital systems to social media influencers and proved its tremendous potential in healthcare marketing. Based on the previous outstanding influencer strategies, there are three key tactics to run your influencer marketing campaign effectively.
1. Define your specific marketing strategy and goals
Influencer marketing can help throughout the entire process, from the awareness of health conditions to the treatment choices and follow-up. Here are some examples influencers can participate in growing healthcare brands:
Become the representative for a unique marketing campaign or social media initiative.
Create content that influencers can share on their social media platforms or endorse the former testimonial, aligning with your brand image.
Raise awareness about causes, health conditions, new solutions, etc.
Recruit patients for surveys and focus groups
Involving in events or public communications to deliver key messages towards your brand
Influencers aren't one-size-fits-all marketing solutions, so the best choice for you depends on your goals.
2. Looking for the right influencers that align with your goals
Once you have decided your marketing goal and draw down the strategies, you can research and choose the best-fit influencer to help you achieve your goal. Keep in mind that no matter the reputational level of the influencer, you also should define based on your targeting customer segment. It might be better to partner with a knowledgeable, well-connected influencer with 50,000 Facebook followers than a celebrity with 1 million. You have to take into account how well their audience fits with the message you want to convey. Who qualifies as an "influencer" anyway? We can break it down into three groups:
Public figures – Celebrities, politicians, athletes, etc.
Qualified peers – These are "normal people" who have experienced the same health issues as your audience. Their insights make them someone to listen to, relate to, and trust. You can consider this group as a kind of brand advocacy.
Subject matter experts – Providers, scientists, and healthcare organizations.
One patient did experience good service from your healthcare organization to overcome a chronic pain condition; for example, can advocate the recovery story for others who meet the same issues. Or a beauty blogger conducts a Facebook live stream testing healthcare products and explains that your brand's credibility label can significantly impact health-conscious shoppers.
3. Measure The Results
One of the biggest challenges of influencer marketing is measuring your ROI. Sometimes you read the report and wonder which influencers are the most effective to continually coordinate or which applications fit your campaign the most. Then you can come up with digital tools that will make the analytic process more manageable by checking how many visitors are coming from each influencer's content and comparing performance. You can even assign influencers unique URLs (short links) to help with the tracking process. It's best to work with the right healthcare partner and ensure your marketing efforts have been tracked and accessible so you can tailor your key messages and develop the marketing strategy constantly.
Influencer marketing is sometimes considered a fancy term, but its idea and practical benefits are worth implementing. Making it well comes down from planning a thoughtful campaign to knowing your goals, choosing the influencers who align with the brand best, and tracking the results effectively.