How to Influence People to Choose Healthy Habits
Influencer marketing is inexpensive and drives engagement — should it be part of your marketing mix? Ochsner Health says yes.
// By Jane Weber Brubaker //
When you think of influencer marketing, do celebrities like LeBron James and Taylor Swift and their millions of followers come to mind? Ochsner Health is thinking small, successfully leveraging “micro-influencers” — those with 1,000 followers or more — to get the word out in Louisiana about choosing healthy habits.
Ochsner chose to tap into the power of social media influencers for one big reason: one in five Americans trust health influencers more than medical professionals. Even so, to convince your leadership to invest in influencer marketing, you might have to answer questions like: How do you find the right influencers? How do you control the message? Is the message credible if the influencer is being paid to deliver it?
“One of the biggest concerns our leaders had was credibility,” says Adair LeBlanc, manager of digital content at Ochsner.
LeBlanc presented Ochsner’s influencer campaign at the Healthcare Internet Conference in Los Angeles in November, with Craig Fairfield, managing director, and Amanda Herriman, senior marketing strategist at Wax Custom Communications. In their presentation, “Using Influencer Marketing to Amplify Ongoing Population Health Efforts,” they shared Ochsner’s experience with influencer marketing and offered tips for others seeking to use this channel as part of their marketing mix.
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