How Health & Wellness Brands Can Unlock the Power of the Creator Economy

A paradigm shift is taking place in the healthcare sector. With the explosion of social platforms, both patient and healthcare provider communities are increasingly turning to social media for health information and education. According to a recent survey* commissioned by Ogilvy Research & Intelligence, seven in ten Americans either follow or seek out health-related content on social media or learn about health issues from these platforms.

The rise of social media has not only democratized access to health information but also transformed the way people engage with it. The survey revealed a staggering 93% of those who engage with health-related social media accounts reported taking some form of action as a result of seeing health or medical-related content, like scheduling an appointment for an issue, check-up, or preventative screening (54%). Moreover, while over half of Americans (56%) follow or seek out health-related social media accounts, two-thirds of Americans (64%) indicate they use these accounts to learn, suggesting that even those who don't seek out influential voices still learn from them - a testament to the pervasive influence of these platforms.

However, the impact of influence on social media goes beyond just providing information. Respondents who engage with health-related social content reported that it has helped them learn about different health concerns and illnesses (92%), better understand a loved one's health journey (88%), and feel validated regarding their health concerns (86%). It has also helped them find advocates they didn't have access to before (82%). In fact, nearly all respondents (92%) cited a positive impact from medical or health-related social media content, resulting in people feeling more confident about their health decisions.

These behaviors and trends have created an environment ripe with opportunities for pharmaceutical and healthcare brands. As more and more people turn to social media for health information, the door is open for brands to establish exceptional relationships with patients and communities, leading to improved engagement, adoption, and brand awareness.

"We are in the social age of health and wellness where shared experience is highly valued," said Kim Johnson, Global CEO of Ogilvy Health. "Expert and specialist influencers are the new frontier for health and pharma brand engagement."

Taking advantage of this opportunity, however, goes beyond mere content creation; it entails crafting compelling and accurate content that connects with diverse audiences. This underscores the need for brands to collaborate with credible voices to share information in engaging, relatable, and compliant ways. Ogilvy Health excels in addressing this challenge, drawing from extensive experience and a deep understanding of the unique dynamics of health influencer marketing.

As the future of health influence hinges on real experts driving tangible impact, pharmaceutical and health and wellness brands that master this will harness the benefits of a rapidly expanding creator economy. As Rahul Titus, Global Head of Influence, aptly puts it, "Own your conversation around health, or someone else will." The time for healthcare brands to embrace the power of social influence is now.

Learn more about Ogilvy's Health Influence offering here. You can also register herefor our upcoming "Ogilvy On: Unlocking the Power of Health Influence" webinar scheduled for June 6.

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*Ogilvy Research & Intelligence commissioned a CARAVAN survey conducted by Big Village among a sample of 1,008 adults 18 years of age and older. The online omnibus study is conducted three times a week among a demographically representative U.S. sample of 1,000 adults 18 years of age and older. This survey was live on April 17-19, 2024. Completed interviews are weighted to ensure reliable and accurate representation of the total U.S. population, 18 years of age and older.