Bacon said that knowledge is power, and in healthcare, this is more relevant than ever. Let’s not kid ourselves; we’ve all Googled our symptoms, doing more internet searches than visits to the doctor or pharmacy.
A study conducted by the insurance company AEGON concluded that 43% of Spaniards self-diagnose themselves through internet search engines or social media networks, a trend that health professionals have long been aware of and that has pushed them to use their social media channels to interact with other professionals and with their patients to combat false news in an era dominated by disinformation.
This is nothing new, especially if we take into account that we have been talking about digital healthcare for over 10 years. So, what’s changing? Mainly, two things: the platforms and the influencer and content creator marketing industry.
With Instagram’s continued dominance and the surge of TikTok, information volumes have increased, and formats are constantly changing. Instagram is already the most used social media platform and uncertain times are ahead for Twitter. In addition, video is now the most consumed format, and TikTok is the fourth most popular social network in the world.
On the other hand, influencer marketing has become increasingly important in all sectors. In Spain, according to the World Association of Communication, Advertising, and Digital Marketing IAB Spain, it is estimated that there are over 1.56 million influencers, meaning that they have an impact or effect on others.
The healthcare sector is not far behind, and today we are undergoing a revamping of practices triggered by the pandemic and TikTok’s appearance. Healthcare professionals have joined in, using social media more than ever as a voice to reach their audiences and share their knowledge and experience in an ever-changing environment.
In addition, some patients have used social networks to publicize the day-to-day life experiences of their disease, such as Elena Huelva, who recently died at the age of 20 from Ewing’s sarcoma, or Noah Higón, who at the age of 24 suffers from seven rare diseases. They have spoken openly about what is happening to them, thus helping to humanize and normalize such conditions.
Due to their credibility, many brands are aware that influencers have already become consumers’ primary sources of information, especially for Millennials and Generation Z. The year looks promising for influencer marketing, and brands are investing more and more in it.
And, given all this, what´s the best way to implement a good influencer marketing campaign in healthcare? One of the most important aspects to take into account is industry regulation. Understanding the parameters and how to use these platforms is the key to a correct and effective communication strategy on social networks.
Another critical aspect is the importance of developing a comprehensive influencer marketing strategy. Collaboration with content creators should be part of brands’ global strategy as a key piece to reinforce their reputation and increase their visibility, addressing specific topics or creating awareness of pathologies to an audience that is increasingly difficult to reach. That is why it is crucial to choose a relevant content creator who shares the brand’s values and is able to connect with the audience. Only then does it make sense to invest in influencer marketing. In the healthcare industry, it is clear that not everything is worth a “like.“
