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influencer relations

#pharma questions the difference between a testimonial and an influencer


Image by Kiều Trường from Pixabay 

Question from #pharma: “are testimonial and influencer the same thing?”

are testimonial and influencer the same thing

  • no

an influencer

  • creates online engagement
  • have started or created their careers online and their business model is built on their social media platforms
  • have a following and know their audience
  • are transparent about advertising

a testimonial

  • is a “recommendation” from a celebrity
  • usually, an actor, musician, athlete or other pop figure promotes a product
  • very expensive

what role if any do testimonials and influencers play in content marketing

  • consumers are spending more time online so there is more need for influencers
  • influencers can help to create content
  • influencers can A/B test online
  • influencers know their audience best
  • working with either influencers or testimonials good content is always a must

pharma whom to choose for online marketing

  • working with influencers is today the mainstream marketing approach to online marketing
  • with influencers, it is easier to reach your target audience
  • with influencers, you get more value for your money

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