Pharma Brands Start Embracing Influencer Marketing As Clients ‘Get Braver’

Posted: May 4, 2024

Healthcare and pharmaceutical advertisers increasingly turn to influencer marketing to reach their target audiences, a shift from their previous caution toward this strategy. According to a report, ompanies like Gilead Sciences allocate more media budgets to the creator economy, embracing influencer marketing agency partnerships to promote their products.

Industry experts are witnessing a profound transformation in healthcare clients’ perceptions of influencer marketing strategy. No longer cautious, they now perceive it as a sophisticated alternative to traditional methods. This strategic shift is particularly significant in the context of the impending demise of third-party cookies, where pharma brands are recognizing influencer marketing as a potent tool to precisely target specific demographics.

Campaigns like the one launched by Digitas Health for Descovy, an HIV-preventive pre-exposure prophylaxis brand, exemplify the success of influencer marketing in healthcare. This campaign, driven by influencer partnerships, saw remarkable engagement.

The fact that agencies like Obviously report a significant portion of their revenues coming from healthcare clients further underscores the growing interest within the industry on influencer marketing benefits.

Ogilvy, a leading agency network, has launched a creator-focused business unit called Health Influence to capitalize on this trend. Executives at Ogilvy note a substantial increase in influencer spending by health clients compared to the previous year.

Healthcare advertisers are drawn to influencers for their authenticity and ability to target specific audiences, especially in a cookieless digital environment. Despite regulatory constraints, the industry has reached a critical point of maturity in influencer marketing.

Stringent healthcare and pharmaceutical advertising regulations require influencer messaging to adhere to the same standards as brand-created content. However, the prevalence of medical misinformation online underscores brands’ proactive stance in taking ownership of their messaging and engaging with influencers. This responsible approach is a testament to the industry’s commitment to maintaining high standards in influencer marketing.

In conclusion, healthcare advertisers increasingly leverage influencer marketing to engage with consumers, recognizing its effectiveness in reaching target demographics and driving engagement.