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In The Know, Issue #1

written by

May 01, 2019

Pharma websites ranked lowest as trusted source for health information

Patient influencers trust social media groups more than pharma websites for health information, according to a new survey.

Would it surprise you to know that 65% of global brands are planning to increase their spending on influencer marketing in the coming year? That’s because these influencers—people that have a measurable footprint and a critical mass of followers on social channels—have fewer followers than a brand but a higher degree of trust. And, only 9% of health consumers believe that pharma companies put “patients over profits.”

A new survey from Wego Health found that “patient influencers are most likely to turn to groups on Facebook, Instagram and Twitter as their first source for health information, followed by health websites such as WebMD, patient advocacy organization portals, their doctor, patient blogs and YouTube.” Only 3% said they prefer pharma websites.

Trust is the glue that binds influencers to their followers. Additional research found that online health communities play a critical role in health decisions and furthermore, that when health information is shared by a trusted patient influencer, nine out of 10 of their followers are likely to ask their physician about the information.

IMPACT

Medtech marketers have a lot to gain from identifying these patients that also act as brand champions for their brand’s medical product or procedure. After all, when health information is shared by someone influential, 93% will ask their physician about the information and 94% will share the information with people they deem as interested.

GMM'S RECOMMENDATIONS



Grey Matter Marketing is a full-service, award-winning marketing performance agency working exclusively with medtech companies and we can help with patient influencer programs like the ones discussed here. Our overarching goal is to help achieve and sustain an unfair competitive advantage for our clients through our signature core competency: Category Design. We focus on solving your toughest business challenges by uncovering and leveraging your greatest strengths to create—not just capturevalue in the new outcomes-based healthcare environment. Our execution strategies for clients are always metric-driven to build demand, increase revenue, and win as a Category King. 


How can Grey Matter Marketing accelerate your vision for success? Click here to call, email or fill out the form to learn more.

 

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