Influencer marketing has become a popular way for brands to engage with a new audience and raise awareness of their products or services. It is seen as an authentic way to attract potential customers who have a genuine interest in what the brand has to offer, and provides a good return on investment.
A good influencer can be key to building up long term relationships with customers, because they will be viewed as a trustworthy source of information. This is especially important in the pharmaceutical industry, where influencers are often also patients who use the products they promote as part of their own healthcare regimen.
While in-house content posted on social media sites may be viewed with wariness, an influencer who regularly interacts with their audience can make a much greater impact with each post, even if they have far fewer followers.
It is important to maintain transparency and mark each post as advertised content when marketing healthcare products. As long as the influencer has a convincing knowledge of the product, or is a patient who uses the product or service to treat their condition, then followers are likely to perceive them as a trusted source of information.
The pharmaceutical marketing industry makes particular use of micro or nano influencers, who have fewer than 10,000 followers, but have a carefully cultivated audience who are more likely to have a genuine interest in the content.
An influencer with a higher number of followers than this may well have a lot of spambots and ghost accounts who don’t provide any meaningful interaction.
The engagement rates in terms of likes, shares, comments, and retweets are far more important than the volume of followers for an influencer. A final point is that pharma influencers work best when focused on a niche, or even a niche within a niche, for the products they promote.
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