Influencer marketing: how to apply this strategy in pharmaceutical companies?

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Influencer marketing is an effective strategy for connecting brands with their target audience, using authentic and influential figures on social media to build an engaged community .

By relying on the authority and digital presence of content creators, brands can humanize the message and create a strong connection with consumers.

Why has influencer marketing gained traction over the years?
Storytelling, engaging and being authentic make influencer marketing a strategic tool for products or services from brands of all types.

Data from a survey conducted by Opinion Box in 2023 shows that 3 out of 4 internet users follow influencers on social media. In addition, 8 out of 10 women follow influencers from different niches.

All the trust built by digital creators means they can switzerland mobile phone number influence the public's decisions. It's no wonder that 75% of people have made purchases after being recommended by an influencer on social media.

How to invest in the authority of influencers in pharmaceutical marketing?
Integrity and ethics are fundamental pillars for any health marketing strategy . In other words, actions must be aligned with the compliance guidelines and regulatory standards of ANVISA (National Health Surveillance Agency) for advertising medicines .

Despite this, it is possible to invest in influencer marketing to generate brand recognition, raise awareness about diseases, and increase prescriptions for a medication. To help you understand how to apply this strategy, we have prepared a list of some important steps.

Define your campaign goals
Before contacting an influencer, be clear about what you hope to achieve with your actions. It could be raising awareness about a disease , promoting a treatment, brand visibility, or simply credibility. This way, you will be able to better analyze each creator's profile, guide them through the campaign, and plan the content.

Know and study your audience
Some questions, such as “who will I target the campaign at?”, “how do I want to communicate?”, “which social networks is my audience present on?” are essential to start the project. In addition to helping you make a strategic choice, the answers will help define the tone of voice of the message and how the content can be created.

Evaluate the influencer’s reputation, relevance, and authenticity
The influencer with the largest number of followers is not always the most strategic choice for your campaign. Having great visibility is necessary, but the quality of engagement is essential for good content marketing.

Therefore, analyze the influencer's interactions with the public, campaigns with other brands, and the authenticity and credibility of the content production. After all, the influencer's good reputation is essential to keep the brand or product trustworthy.