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Tag: influencer marketing

patient influencers and #bigpharma

Once referred to as e-patients. Today is known as patient leaders or patient influencers.  The internet is making it easy for people to share information. This means patients can easily reach out to other patients. Is #bigpharma working with patient influencers?

Who are the patient influencers?

  • They are educated, aware and engaged patients
  • They are real people
  • They are trusted by their followers
  • They deliver value to their followers
  • They are influential with their followers
  • They are considered a credible and reliable source
  • Patient influencers build relationships with followers through engagement, providing information, sharing information

Where can you find patient influencers?

  • They can be found on different social media platforms
  • Most patient influencers are active on Twitter and Facebook
  • Patient influencers also blog
  • Great resource to find patient influencers is symplur
  • What kind of information do they share?
  • Information about their condition
  • Coping and support with illnesses
  • Conference updates
  • Clinical trial updates
  • Treatment options
  • Experiences
  • Resources

Do they drive conversations with other patients and healthcare professionals?

  • Yes
  • Tweet chats are an excellent means of bringing together patients, physicians and other healthcare professionals discussing important topics (check out symplur healthcare hashtags tweet chats)

How can #bigpharma work with patient influencers?

  • First and foremost you need to build a relationship with them
  • Treat patient influencers as real people with real value
  • Identify those where you can find a shared value
  • Listening to what patient influencers are saying online
  • Invite patient influencers to your events
  • Create patient influencer-generated content
  • Do not treat patient influencers like testimonials – this not about advertising
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is the micro influencer right for pharma?

A new trend in influencer marketing is the micro-influencer. Instead of the traditional sponsored ads with celebrities, brands are now partnering with micro-influencers. Partnering with micro-influencers allows brands to share more authentic posts. Should pharma consider micro-influencers as part of their strategic marketing?

 

Who is the micro-influencer?

 

But what makes micro-influencers unique and important?

  • Micro-influencers are hyper-engaged
  • From the graph below as an influencers’ following increases, we tend to see a like rate (that is an engagement rate of likes and comments) that decreases

 

  • Social media is all about engagement and micro-influencers have the right balance rate of followers to likes/comments (which is the measurement for engagement)
  • Micro-influencers posts are trustworthy and engaging
  • Micro-influencers post their own content and respond to the comments themselves (no social media manager) in other words are more authentic

 

So social celebrity or micro-influencer?

  • With social celebrity, you do reach a wider audience, but a large part of that audience may not be interested in your product
  • Working with micro-influencers is also more affordable
  • Working with micro-influencers you will need to manage more relationships simultaneously
  • Working with micro-influencers you may achieve a higher engagement rate
  • Working with micro-influencers allows for reaching different demographics

 

How can pharma incorporate micro-influencers in their social media platforms?

  • Incorporate micro-influencers as part of a general current strategy
  • Patient groups, patients, healthcare providers, maybe your micro-influencer

 

Does one platform work better than others?

  • Most of the research has been focused on Instagram
  • Instagram allows for easy posting of photos and comments, however, this does not exclude other platforms
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