Healthcare and Pharmaceutical Advertisers Embrace the Creator Economy: A Shift Towards Influencer Marketing and TikTok
Gilead Sciences and other healthcare and pharmaceutical advertisers are ramping up their media budgets to tap into the creator economy, leveraging influencer marketing to reach a wider audience and drive engagement.
In a recent development, Tim Jones, the creative director of Klick Health, highlighted that the pharma industry is playing catch-up with consumer brands in terms of utilizing influencer marketing strategies. This shift is evident in the success of campaigns like the one promoting Descovy, a brand of HIV-prevention medication by Gilead Science, which has seen impressive results in terms of engagement and audience interaction.
The rise of influencer marketing in the healthcare sector has prompted agencies like Obviously and WPP’s Ogilvy to adapt and capitalize on this trend. Ogilvy recently launched Health Influence, a creator-driven business unit aimed at harnessing the power of influencers in the healthcare space.
Rahul Titus, the head of influencer marketing at Ogilvy, emphasized the growing importance of healthcare clients in driving demand for wellness content and medical advice on social media platforms. This trend is further supported by a survey showing that a majority of U.S. adults actively seek out healthcare information on social media, with a significant portion ultimately scheduling doctor’s appointments as a result.
Despite the regulatory challenges and restrictions surrounding healthcare advertising, brands are increasingly turning to influencer marketing to connect with their target audience and drive brand awareness. The shift towards creator-led content and authentic messaging is reshaping the healthcare advertising landscape, with agencies like Saatchi & Saatchi Wellness and Klick Health leading the way in navigating these complexities.
As the healthcare industry continues to embrace influencer marketing, the conversation around the role of influencers in promoting health-related content and the need for accurate information remains a key focus. While challenges persist, the potential for influencers to drive engagement and trust among audiences is undeniable, signaling a new frontier in the evolving landscape of healthcare advertising.