How Does Influencer Marketing Work in Healthcare


The principle behind influencer marketing is simple: If someone who is trusted or admired by many other people expresses a preference for a product or service, then others will give it a try. Marketers in a wide range of industries have long directed their efforts at celebrated individuals as a relatively inexpensive way of getting the word out about a product, especially when compared to the cost of a television ad buy. The proliferation of social media took this strategy to a whole new level, making it easy for a well-known person to convey a sponsored message instantly to thousands or millions of followers.

Sales and marketing departments at life sciences organizations have taken notice of the increasing relevance of influencer campaigns, and many want in on the action. Of course, it’s challenging to apply the same concepts to medical devices or pharmaceuticals with the strict rules in place to regulate communications and protect patient privacy. However, a clear perspective on how influencer marketing works and extensive access to physician data make it possible for businesses to guide the right people to information about medical products.

Influencer marketing in medicine

Given the restrictions on sharing information, many physicians have been reluctant to embrace social media. In the Healthlink Dimensions Annual Healthcare Professional Survey for 2018, 28.6 percent of respondents said they used social networking sites to communicate with other physicians and healthcare professionals, but few used these platforms to connect with patients or life sciences organizations. The majority, at 66 percent, said they opted out of social media altogether.

Nonetheless, influencer marketing has made headway in medical marketing in recent years. Initiating online contact with key healthcare decision-makers and thinkers is often a major step toward making sales and promoting beneficial policies. Pharmaceutical companies and medical device manufacturers can gain an advantage by finding clinical partners that carry weight in the medical community and forming relationships with particular physicians and executives willing to promote the brand to others.

Meanwhile, patients are flexing their own newfound clout through social media accounts. WIRED reported on people with chronic diseases who regularly post about their struggles and triumphs, including photos and popular hashtags. Healthcare startups, marketing research firms and brand strategy agencies have seized the chance to network and collaborate with these individuals.


Hewing carefully to regulations, marketers have begun working with patient influencers in bringing attention to life sciences brands. By looking at what individuals have to say, companies gain new perspective into what it’s like living with the chronic conditions that their products treat. Such relationships have thus proven invaluable to a number of businesses and may prove a vital part of many more marketing strategies in the future.

Targeting communications to key healthcare decision-makers

While influencer marketing is a burgeoning force in the world of healthcare, life sciences organizations must still concentrate on nurturing relationships on a smaller scale. Individual physicians and administrators play vital roles in driving purchases for their facilities. With the precipitous decline of in-person access to medical professionals, marketers and salespeople have to form connections online.

Email has solidly established its place as the best means for sending information and promotions to healthcare providers. A strategic physician email marketing campaign can be the start of communications with professionals who come to champion a product or firm throughout the purchase process. Optimizing these efforts depends on gaining a clear perspective into the needs of the doctors who participate in the decisions to buy pharmaceuticals or medical devices and segmenting accordingly.

By working from up-to-date contact information, representatives reliably get through to doctors. Messages should be targeted and customized by drawing on data such as institutional affiliations and areas of specialization. Taking into account where healthcare providers work and the demographics they serve, marketers can tailor messaging to capture and hold their interest.

A deeper engagement with details like the treatments a doctor commonly employs to treat certain conditions will permit even more precise segmentation. Addressing the precise needs of physicians with a wealth of informative materials encourages them to advocate for a product all the way through a long purchase journey. Delivering quality results and nurturing relationships may persuade key individuals in health systems to wield their significant influence on the behalf of a life sciences organization.

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How to Do Instagram Influencer Marketing on a Tight Budget – Shane Barker


According to a survey by Linqia, 86% of the marketers reported that they used influencer marketing in 2017. Out of which, 92% of the marketers found this form of marketing to be very successful and efficient. These statistics indicate that an increasing number of marketers are using influencer marketing. And it is becoming an essential part of the marketing world.

Therefore, marketers are planning to increase their budgets for influencer marketing. 39% of marketers studied in this survey, plan to increase their budget for influencer marketing in 2018.According to Bloglovin’, over 90% of marketers use Instagram for their influencer marketing campaigns. Instagram tops the list of most preferred social media platform for campaigns, followed by Facebook and Twitter.

Instagram allows you to connect with more than 800 million monthly active users. This social media platform gives you and influencers the opportunity to be more creative.

Did you know that almost 60% of the Instagram users belong to the demographic of 18 to 29 years old? If this demographic is one of your target audiences, influencer marketing on Instagram may be the perfect fit for your next marketing campaign. With a big enough budget, and the right strategy, brands and marketers have launched successful campaigns with influencers on Instagram.

But if you are on a tight budget, and still want to explore opportunities on Instagram, follow this post. This post will take you through some tips to successfully do Instagram influencer marketing when you have a tight budget.

1. Use Micro-Influencers

Users with 1k to 10k dedicated Instagram followers are known as micro-influencers. They are ordinary people who happen to be an expert in their niche or industry. A brand which has a tight budget should consider collaborating with micro-influencers.

Their rate of engagement is high, irrespective of having a fewer number of followers. They can generate up to 25% to 50% of engagement on every single post. In comparison with macro- or mega-influencers, micro-influencers are 6.7X more effective per engagement.


Micro-influencers manage to build faithful followers, because of their more personal interactions with their followers. According to a study, micro-influencers can generate 22.2X more conversations than conventional users. Because of this, their followers get an opportunity to know them at a personal level. Consumers are more likely to be motivated to purchase a product or service that is recommended by a micro-influencer they follow.

How much micro-influences charge is much less than bigger influencer, and therefore more affordable. It is advisable for brands who are just starting out on Instagram to hire and work with these niche-specific influencers.

Many micro-influencers are more flexible and are not hesitant to work with smaller brands. Their rates can vary according to the number of followers they have, but are typically between $75 to $3000 per post. For small brands, it is difficult to hire top-level influencers as they might charge tens or hundreds of thousands of dollars per post.

2. Leverage Your Resources

Promotions on Instagram rather than on other social media platforms has proven to be the most successful way of increasing your reach.

It is a good idea to invite your followers from Twitter, LinkedIn, and Facebook etc. to follow your Instagram account. You can easily get more exposure by leveraging your already existing social media handles.

By using this strategy, your Instagram content will get more coverage. This strategy can help you to enhance your brand’s image. It can also cut down unnecessary costs associated with developing new content.

Tools like Hootsuite and Everypost can help you to post Instagram content automatically on other social media platforms. You can generate more traffic by promoting your Instagram video content on Facebook. To increase the number of followers you have, you can promote your Instagram contests on other platforms.

These strategies, when used correctly, can help your influencer marketing on Instagram to be successful.

Bloom & Wild is one of best examples of Instagram influencer marketing with a limited budget. The flower delivery startup wanted to widen their reach and boost their sales.

They used Facebook’s Power Editor to target audiences on Instagram. They experienced an increase of almost 62% in bouquet orders. They also got many new followers on their Instagram account.

3. Invest Time into Building Relationships

Building strong relationships with influencers is the base of a successful marketing campaign. Brands should not overlook the human element of influencer marketing. Building relationships goes beyond the promotions of services or products. Allowing creative freedom and proving fair compensation are two important factors that affect your relationships with influencers.

According to TapInfluence, influencers have stated that brands generally fail to offer fair compensation. According to a Crowdtap study, if the brand offers fair compensation, 68% of influencers may decide to work with that brand again. Offering fair compensation indicates that you respect and appreciate their effort and time. This further helps to strengthen the relationship between the influencer and the brand.

For influencers, being authentic and original is the most effective means of influencing their audiences. The overall quality and impact of the campaign will suffer if brands try to control the influencers’ work. 83% of influencers may be interested in working with the same brand again, provided they are given creative freedom.

If you are a small brand, then you might not want to hire a team of individuals to help you organize your influencer marketing campaign. It can be quite time consuming to have your staff research a lot of Instagram profiles and then manually reach out to each of them.

Another way to organize everything in budget is to use an influencer marketing software like Grin. It allows you to easily find Instagram influencers according to your niche, reducing the time and money needed to do so manually.

Final Thoughts

Influencer marketing can be very expensive. But with a little creativity, you can launch an Instagram influencer marketing campaign, even on a tight budget. If you know any other tips for successful Instagram influencer marketing, please feel free add them in the comment section below.

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Facebook Tests Search Engine for Influencer Marketing – Genevieve Dietz


Facebook is tapping into the growing popularity of influencer marketing by testing a new tool that will match marketers with social media influencers.

The search engine, still in its early developmental stages, will be dubbed “Branded Content Matching.” It will let marketers choose creators based on their fan’s characteristics, see stats about their audience, and reach out to them to forge partnership deals and collaborations.

Facebook will initially be focusing on lifestyle influencers and brands. Creators that choose to participate in the test can set up a portfolio that includes their audience size, metrics, and branded content samples – ensuring a perfect influencer/marketer fit.

Marketers will also be able to search for creators based on numerous audience demographics including age, gender, education history, life events, relationship status, home type, top countries where they’re popular, and more. Based on this information, the search engine will compile a list of creators that shows how their audience aligns with a brand’s.

Marketers can save their top matches to private lists where they can go to contact them later. According to TechCrunch, Facebook is still debating whether or not it will connect marketers with influencers through their Facebook contact info or provide traditional contact info.

Facebook is Banking on Increased Ad Spend

Facebook will take a laissez-faire approach to influencer/marketer negotiations. They will not be involved in product placement, content marketing, or collaborated content creation and sharing deals. TechCruch reports that Facebook will not take any cut of revenue during the testing period but may once the search engine is officially launched.

It’s possible that marketers may be compelled to spend more on ads to promote influencer content so Facebook will get their revenue cuts that way. TechCrunch also mentioned that Facebook will prohibit re-sharing deals so marketers will not be able to pay influencers to post branded content they didn’t help create.

It’s important to mention that the search engine will only pull influencer’s audience metrics from Facebook and will not take into account their YouTube, Twitch, Twitter, or any of their other channel followings. This could prove to be detrimental to brands looking to connect with influencers who are more popular on another platform.

For example, marketers won’t be able to get the true value and reach of popular Youtube creators like FBE (Fine Brothers Entertainment), Jenna Marbles, Markiplier, or Vanoss Gaming (to name a few) who have enormous followings on Youtube but lower audience bases on Facebook.

“Branded Content Matching” Will Not Include Instagram (For Now)

Even though Facebook owns Instagram, one of the more popular platforms amongst influencers and creators, they will not be including Instagram influencers on the search engine either (at least not at first).

Considering that Facebook currently allows marketers to create and promote ads on Facebook and Instagram within the same ad creator, the move is questionable. The company may add Instagram influencers to “Branded Content Matching” later on but for now, this decision severely limits the search engine.

“Branded Content Matching” is still in its early testing stages so there are plenty of kinks that still need to be smoothed out. Once the search engine has launched, it’s likely that brands will jump at the opportunity to forge mutually beneficial relationships with artists, comedians, gamers, and other creators.

A Word on the Timelessness of Influencer Marketing

What makes influencer marketing so priceless is that creators are able to put an inspired spin on a branded message in their own wholly original way. From a simple one minute shoutout to an entire sponsored video dedicated to your brand, handing the reins to a social media influencer in your niche could showcase your brand in a positive, authentic, and less salesy, light.

For example, special fx makeup artist Madeyewlook recently created an entire look made in partnership with a TV show and popular Youtube creators Dan and Phil created a sponsored ‘let’s play’ video on their gaming channel. Check out both videos below.

Both videos were well received and none of the commenters seemed to care that the videos were technically ads. The possibilities for influencer marketing are endless and it remains one of the best ways to promote content in an engaging, fun, and natural way.

Whether you’re looking to negotiate million dollar deals with the world’s top social media creators or build a mutually beneficial partnership with a content marketing thought leader, influencer marketing can get your brand in front of thousands of faces.

People tend to buy into branded messages more when they are authentic and when they come from people they trust. Oftentimes, social media creators have intimate, strong, relationships with their fans.

Because most creators are so open to sharing aspects of their personal lives with their fans, their audience can usually tell when they are interested in a product they’re promoting or if it’s just a job to them. The more freedom you give to an influencer to re-contextualize your branded message, the more likely their audience will like and respect you.

If you play your cards right and give enough freedom to influencers to promote your brand in their own unique style, a one-off could turn into an ongoing sponsorship and your brand’s reach could skyrocket.

Final Thoughts

Influencer marketing is lucrative, timeless, and more relevant than it’s ever been. This is why Facebook, and other platforms, are so eager to give brands and influencers tools that make it easy for those relationships to bloom.

In an age where social media influencers are trusted more than movie stars, it’s never been more important for brands to be in touch with internet culture and collaborate with emerging creators. Stay current and your audience, and views, will thank you for it.

For more on influencer marketing check out Chad Pollitt’s article, “Everything You Need to Know About Influencer Marketing and Artificial Intelligence,” and review some of his influencer marketing templates here.

Do you think Facebook’s “Branded Content Matching” tool will make influencer marketing easier? Let us know in the comments.

4 Secrets Influencers Are Not Telling You – Daniel Ross


Influencer trending, but that’s because it works. People love to hear reviews and recommendations straight from the mouths of others; especially those they already trust. Previously this was the realm of celebrities and leaders. Now, with the rise of social media, there are everyday people out there who have established a great reputation with their audience… and that audience may be just the audience you need to reach.

Working with influencers can do wonders for your brand. If you’re looking to increase your brand’s engagement, boost conversions and maximise your marketing ROI at little cost, you should be working with influencers. Successful influencers have a few tricks up their sleeves – that’s what makes them successful – and knowing about them could help you make the most of your influencer relationships.

Here are four things it helps to understand about the influencers you’ll be working with:

1: Social media influencers have more power than A-list celebrities

Although celebrities used to rule the roost in terms of influence, today they’ve been overshadowed by social media influencers. Social media influencers were more likely to be trusted by 33% of respondents (according to a recent study), which was a vast majority compared to other categories of influencer.

Celebrities were least likely to be trusted; perhaps because it’s clear that they are paid fortunes to market any given product, and there is no guarantee that they have any genuine interest in that product. With social media influencers, there must be some genuine interest in your product or service before they’ll work with you. Their carefully built reputation is on the line, after all. Good influencers remain as authentic as possible, which keeps them in good stead with their audience.

2. Influencers are authentic – they need to genuinely like your brand

They need to like you, and they need to like your product or service – genuinely. As influencers tend to have good relationships with other influencers, they work best as a team. If you get one influencer on your side, you may well have access to a whole group of them. This is incredibly powerful in terms of marketing reach.

For influencers to like you and form a connection with you, you’ll need to treat them with the respect you’d reserve for a friend. They are people, not marketing processes. They know what they think, what they like, and what they can do. Getting them onside means making an effort with them online, by doing things like sharing and commenting on their content.

When a deal is in the making, listen carefully to what they expect and be prepared to negotiate with them. That means making reasonable offers commensurate with their abilities, not low-ball, insulting offers. Likewise, be clear on your requirements and expectations, but don’t read them the riot act – this is a mutual agreement and they won’t take kindly to be treated like an office junior.

3. Influencers cannot be controlled

Although you may have a well-defined set of hopes and expectations, the influencer is probably going to do things their way. They are used to interacting with their followers in a particular way; they are also used to presenting information in a way that is congruent with their true characters and online personas.

You can let them know what you would like to see happening, but directing them excessively is potentially going to cause problems. It’s not smart to tell them how to deliver your content. When working with influencers, you will have to have some level of faith that they are in the position they are in because they are good at this stuff.

If you’re inclined to breathe down an influencer’s neck, you might as well be saying, “I don’t trust you.” Micromanaging will be big a turn off for them, and they may well tell you to do the marketing yourself… if you’re so sure of how it should be done. It’s important not to stifle their creativity. When given free reign, they may just surprise you.

It might be that their take on things appeals to the target audience in a more real way than yours would. Their approach is likely to be authentic, for reasons we mentioned above, and if your requirements make it contrived, the audience will sense this.

4. Influencers are great storytellers

There aren’t many influencers out there who don’t have a creative nature. This is what makes them so good at presenting information to their followers in a compelling way. When an influencer captures the attention of an audience, that audience is then ready to listen to the next thing they have to say… and the next, etc.

When that ‘next thing’ is your product or service, the audience is more likely to sit up and pay attention. When choosing an influencer to work with, you should pay close attention to the way they deliver their stories and the reception those stories get.

Would that kind of delivery work well for your brand? If you are aiming to appeal to a specific type of personality, it helps to consider whether your influencer has a way with words that will appeal to these people. There’s no harm in discussing your vision with your influencers to get a feel for whether they’ll be able to create the right kind of stories around your brand.

To summarise, influencers are powerful allies for your brand – when you choose the right ones. Ironically, they won’t be too heavily influenced by you. However, a good one will listen and take your points on board.

You should always openly respect their creativity and skills with realistic offers and trust them to do their thing in their own way. Their authentic natures will take care of it, and if they like you and your brand, products or services, they’ll genuinely like them! When you build good, strong relationships with influencers, they’ll be sure to take your marketing to the next level.

If everyone who reads our articles, who likes it, helps fund it, our future would be much more secure. For as little as $5, you can donate us – and it only takes a minute. Thank you.

Social eCom Classroom – How You Can Use The Power of Influencers to Increase Your Sales | Online Marketing Tools

Source: Social eCom Classroom – How You Can Use The Power of Influencers to Increase Your Sales | Online Marketing Tools

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