Securing consumer trust is a big goal for most brands, but for pharma that can be an elusive hurdle. In fact, a 2016 Harris Poll found that only 9% of U.S. consumers surveyed believe “pharmaceutical and biotech companies put patients over profits.” Our Chief Strategy Officer, David Goldsmith, shares with Forbes some ideas for how to gain that trust. While transparency can certainly help, partnering with influencers may be even more beneficial. David explains the role of micro-influencers within the healthcare sector and how to choose the ones with whom to partner.
What exactly is a micro-influencer? These patients have 1,000 to 10,000 followers on a social media channel like Facebook, Instagram or YouTube. David acknowledges that these individuals may reach fewer eyeballs than someone like a Kim Kardashian but, importantly, “they can reach the eyeballs that matter.”
You may see the potential value in working with a patient micro-influencer, but how do you know which one to work with? David suggests considering five points. First, does the influencer align with your brand and values? Do they reach the demographic you want to target? Next, you should make sure the influencer has quality content across all the channels they engage on. It’s important to prioritize engagement over reach, so considering the engagement levels the influencer typically sees is a good idea. The ultimate value of an influencer is the authenticity they offer, something that other patients crave. Make sure their existing content is authentic. Finally, it’s important to set expectations at the beginning of the process and make sure they are clear for all parties.