Healthcare marketers have an overwhelming number of tools, techniques, and platforms to connect with their audiences. The challenge is narrowing down the choices to what’s most effective and understanding how patient behavior is affecting this process. Every year, marketers have to ask themselves which of the new marketing options could add value to their brand communication. Influencer marketing is one of the new topics which was discussed with Samira Mousa, founder of Healthy Content. Sick Ideas. along with HBA Berlin, at the 20 September event, Cooperation Patient Influencers: How to Run Safe and Relevant Social Media Campaigns.
This modern form of patient communication offers the possibility of communicating directly with your target group. With something as critical as health, credibility is important. Influencers, who have gained their audiences’ trust, come across as more believable than the “commercialized” messaging from a healthcare company.
Once you’ve decided on your marketing KPIs, it’s time to find the best influencers to achieve them. According to Samira Mousa, authenticity is key because patient bloggers close the gap between diagnosis and living with the new condition. With an emotional approach, they share their own experiences and show that you’re not alone with your diagnoses and questions. The community can come in to interact with the influencer and therefore with your brand.
One of the central questions here is: Who qualifies as an “influencer” anyway? Celebrities and other public figures come to mind immediately, but the label is much broader. Which channel should be used – is Instagram enough? How do we manage the restriction due to the HWG in Germany?
Healthy Content. Sick Ideas. is a healthcare influencer agency that provides you with expertise and passion to answer those and other questions. With over five years of experience in the industry, the agency Healthy Content. Sick Ideas. supports pharmaceutical companies, associations, and marketing agencies from the healthcare sector with lectures and workshops as well as with the conception of communication campaigns. Samira Mousa knows exactly what is important regarding patient campaigns. Samira started as a patient blogger and was diagnosed with multiple sclerosis in 2013.
She knows life with a chronic illness as well as the legal challenges to be considered when working with patients. Want to know more? Contact Samira