Healthcare embraces influencers, but can trust be maintained?

Healthcare and pharmaceutical companies have traditionally relied heavily on established methods such as physician outreach, print ads, and television commercials. However, the digital age has disrupted the scene, with influencer marketing emerging as a powerful way to reach today’s digitally savvy consumers.

While it was once unthinkable for pharmaceutical brands to collaborate with influencers, this trend has now gained momentum. But is influencer marketing here to stay, or is it just a flash in the pan?

The rise of social media has paved the way for consumers to engage directly with content that resonates with them on a personal level. Influencer marketing helps healthcare brands connect with their audiences in an approachable and engaging way despite strict industry-regulations.

Influencers—who may include medical professionals, health advocates, or even individuals sharing personal health experiences—can make complex medical information more relatable and digestible to the general public. But in this quest for attention-grabbing snack-bite content creation, are they doing their audience a disservice?

The underbelly of influencer marketing

Influencer marketing allows for targeted outreach, which is essential for niche medical topics. Healthcare brands can utilise the reach of influencers with a relevant, engaged following. This ensures that they reach the audiences that are interested in their message and likely to act on it.

There are ethical considerations regarding influencer marketing in healthcare. Promoting healthcare products, especially the prescription drugs, is subject to strict regulations. Influencers must clearly disclose paid partnerships, adhering to guidelines set by bodies like Advertising Standards Council of India (ASCI) to avoid misleading claims.

What's right needs to stay that way

Healthcare influencers should also prioritise providing accurate, evidence-based information. Given the potential impact on people’s health, promoting products that are not properly vetted, or exaggerating a treatment’s benefits, may harm consumers and damage the brand’s credibility.

The ongoing privacy concerns surrounding platforms such as Meta and the phase-out of third-party cookies have heightened the importance of transparency in influencer marketing. Healthcare brands must be cautious about the way they collect and use personal data for marketing. Consumers are becoming increasingly aware of how their data is used. Any missteps by brands in this regard may lead to a loss of trust.

While traditional digital marketing options like banner ads or email campaigns still have their place, influencer marketing often results in higher engagement rates. People are more likely to engage with content that feels personal. Unlike conventional marketing, influencer marketing allows for weaving genuine narratives around products or treatments.

Influencers provide a human face to a healthcare brand. They offer personal stories, relatable insights, and expert opinions that resonate on a deeper level with consumers. This type of engagement is difficult to replicate with standard advertising formats, making influencer marketing an effective way for healthcare brands to build long-term relationships with their audiences.

Balancing attention with right information 

As the digital ecosystem continues to evolve, influencer marketing in healthcare is likely to grow in prominence. Brands that successfully navigate the ethical challenges and use influencers to inform and engage the audiences can adopt this approach as a long-term strategy.

Moving forward, the focus will likely shift toward collaborating with micro-influencers who have a small, but loyal followers. These influencers tend to have deep connections with their audience, which can result in meaningful and sustained interactions with healthcare brands. As audiences become more discerning, influencers will need to align with values such as honesty, transparency, and authenticity—traits that are the name of the game today.

Influencer marketing presents an exciting avenue for healthcare and pharmaceutical companies to reach their target audiences in a more authentic and engaging way. However, it is critical to approach this strategy ethically, ensuring that content is transparent, accurate, and compliant with regulatory guidelines. As privacy concerns grow and digital marketing evolves, influencer campaigns will help healthcare brands build trust, engage meaningfully, and drive better results.

Ravish Yadav, founder and managing director, Wiredus Media.