Is Influencer Marketing in Healthcare a Thing?

The greatest thing about marketing is that it’s always evolving. From digital billboards to video advertising, businesses are always looking for innovative ways to increase brand awareness. With the rise of social media, influencer marketing has become a more and more common form of advertising and businesses all over the world are taking part of this strategy. In fact, according to BigCommerce, “65% of influencer marketing budgets will increase in 2020.” Whether it’s fashion brands like Chanel using influencers to post a photo with a bag from their latest collection or a hotel group inviting a travel influencer to stay at their hotel and post videos, there are so many industries using influencer marketing to enhance their brands and despite what many may think, the healthcare industry does too.

Healthcare Influencers in Action

Healthcare is a tough industry to market because it’s a service that not many people want to buy. On the other hand, it’s a service that is needed by all. At the end of the day, it comes down to being able to increase awareness of your hospital, with an end goal of being top of mind to a consumer or their top choice for care and guess what? Some of the top influencers are hired to do just that! Here’s a scenario that puts this into action:

Let’s say there is a hospital that offers maternity services. Now, let’s say there are three other hospitals in that same primary service area that also offer maternity services. How would a healthcare marketer increase their chances of being top of mind of their pregnant consumer for their choice of where to give birth? Well, they’d use an influencer that their target audience could relate to, like a pregnant mom or they’d use an influencer who their target audience looks up to or listens to, like a doctor. Having a well-known pregnant woman give birth at your hospital while documenting their entire experience with videos and posts on social media would encourage her followers to pay attention to the hospital more. In addition, having an OBGYN with a huge follower base discuss the fact that your hospital offers private rooms is another way to do this.

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As you can see, healthcare marketers are always aiming to promote the service lines offered at their hospitals as well as the physicians employed at their hospital. Today, not only is influencer marketing an innovative way to generate awareness, but it’s also a strategic form of enhancing overall brands.

Did you enjoy this post? Find out what Google certifications every digital marketer should have on my last blog post.

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