Even before the advent of social media and the wireless revolution, the healthcare sector was already utilizing a form of influencer marketing. Think back to the legacy forms of advertising such as television commercials and radio spots: do you remember recall phrases such as “nine out of ten dentists recommend”?
By the late 20th century, such marketing strategies had become a sort of television trope; however, they were often based on surveys conducted by professional organizations such as the American Dental Association.
It is only natural for the healthcare sector to lean towards influencer marketing for its success. First of all, this is a highly regulated industry that must tread carefully when it comes to advertising, particularly with regard to the pharmaceutical sector; to this effect, influencers are often experts who can deliver results while remaining compliant and ethical. Here are three keys to influencer marketing in the healthcare industry:
Vetting the Experts
Let’s say you are a physician with a small family practice serving populous communities. Your patients will likely expect you to have a social media presence. As a busy doctor, it may be in your best interest to utilize influencer marketing to keep your patients abreast of important issues related to your practice and their health. The last thing you want to do is turn over the username and password combinations to your social media accounts to someone who is not really the expert he or she purports to be.
According to the University of Cincinnati, having a master’s degree in healthcare administration is a good way to “combine your clinical knowledge with leadership skills,” which could be a helpful characteristic of managers you hire.
Choosing the Right Media Channels
You may think that influencers mostly operate in social networks such as LinkedIn, Twitter and Facebook. You would be surprised to learn that print media is still very effective when it comes to the healthcare sector. If you pay attention to television commercials, you will see that pharmaceutical companies are still using this advertising outlet extensively. Influencers do not limit their work to creating content; they are also known to reach out to journalists and colleagues who can elevate the names of their clients through the right channels.
Communications and Engagement
If you read a medical research study on The Lancet that you feel must be shared with your patients, you can rely on an influencer to take that complex medical information and turn it into content that average readers will not only understand but also enjoy and share with their peers. This is the key to engagement, and it is something that influencers do very well.
In the end, if your healthcare practice needs to get a marketing boost, you should strongly consider consulting with influencers and learn about their services. Marketing is a key aspect of maintaining credibility and a good reputation in the healthcare industry.
Dixie Somers is a freelance writer and influencer.
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