If a picture is worth a thousand words, a picture taken and shared on social media by an influencer of a product or service should be worth a million – dollars.
A simple picture or post shared by an influencer can often do more for a brand than traditional marketing campaigns. The reason? Influencer marketing allows brands to reach not only the influencer’s audience but their audience’s network as well, expanding their reach exponentially.
Consumers trust the recommendations of others over a billboard with an advertisement on it. They do their research, and many look to social media when making healthcare decisions. They’ll tune out radio and television ads and instead choose products and services endorsed by people they know and trust.
In healthcare, you must think of influencer marketing from a different angle. Local healthcare practices, medical providers, and even surgical center or hospital marketing typically centers around promoting a service as opposed to a product. This means you should tap into healthcare communities and even your own social media channels to find influencers.
Local healthcare organizations that are looking to boost their brand using influencer marketing quickly should target micro-influencers. Micro-influencers are people who may or may not already be a fan of your business. Micro-influencers have between 1,000 and 100,000 followers.
Influencers who are already familiar with your company will be easier to convert to promote your business than someone who is unfamiliar with it. Targeting someone not yet affiliated with your business is possible; it just takes more time to nurture the relationship before they are willing to share a review.
How to Find Healthcare Influencers?
To find influencers, research people who write about or are engaged in the services you offer in some capacity. They can be found on a variety of social media channels such as YouTube, LinkedIn, Facebook, Twitter, and Instagram. You can also look on targeted forums, blogs, and websites for influencers. For example, an orthopedic practice can target local fitness influencers. Pediatricians can include mom groups in their target. You can search for local influencers online by using third-party research tools such as BuzzSumo and Klear.
Once you have found someone you are interested in email or message him or her first to build a connection. Save the pitch for the second date.
Quid Pro Quo
We do not advise paying an influencer for their review, as the review may seem less authentic. Instead, offer a gift card, free product or discounted service from your facility. If they are agreeable, the influencer will write a post reviewing your business and promote it to their fans and followers on their profile.
Using influencers in your medical marketing strategy care can be a cost-effective way to generate new interest in the services or providers at a medical facility. Influencers not only help boost awareness of your organization, but they also transform interest into action.