Leveraging the Power of Social Media Influencers

Short-form video content shared by influencers on TikTok, Instagram Reels, and YouTube Shorts reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend.

// By Wendy Margolin //

Imagine you’re a few months past your 45th birthday and dreading your first colonoscopy. You see a blog on the topic that reminds you to make an appointment, but your busy schedule means you push it off.

Later, a popular influencer like Penn from @theholdernessfamily shows up in your Instagram feed, prepping for a colonoscopy. He chugs his prep juice, walks his 1.4 million followers through the process and shows up at the end to let you know it was worthwhile.

Finally, you schedule the appointment.

Influencers are a powerful way for health systems to reach new patients and community members.

“We’re seeing Gen Z and even millennials lean into the digital space of AI and social media more and more when it comes to their healthcare, so they’re definitely turning to the influencer space more often,” says Erin Killion, director of client strategy, healthcare, Goodway Group.

Erin Killion, director of client strategy, Goodway Group

Killion shared her insights during a recent eHealthcare Strategy & Trends webinar, “Unveiling the Power of Influencer Marketing in Healthcare,” with co-presenters Katie Steeb, senior media manager at Goodway Group, and Aundrea Leckie, associate director, account management (West) at Open Influence.

Read on for tips on how to get started with influencer marketing and expert advice on how to plan and implement a successful campaign.

Influencers as Trusted Resources

The Edelman Trust Barometer has shown an erosion of trust for the past several years, with trust in business, government, media, and NGOs at an all-time low in 2025. Increasingly, influencers are becoming a trusted resource for Americans seeking health and wellness information. “Trust and authenticity are the name of the game,” says Leckie.

Consumers crave authenticity when seeking health advice, making influencer marketing a growing and powerful tool. Watch the webinar and download the presentation slides here »

Consider the following ways influencers can support your healthcare marketing:

• Counter misinformation: With approximately 80 percent of internet users searching for health information online, influencers can serve as trusted messengers to correct misinformation and provide credible guidance.
• Boost patient engagement: Nearly 70 percent of consumers trust influencer recommendations over traditional ads, making influencer marketing a highly effective strategy for reaching health-conscious audiences.
• Build trust: 90 percent of respondents aged 18-24 trust medical information health professionals share on social media.

Addressing Key Challenges of Influencer Marketing in Healthcare

Health systems rely on word of mouth to attract new patients. Influencer marketing does this on a larger scale. With one video, influencers can promote a service to a massive audience that trusts them.

Despite the benefits, influencer marketing in healthcare comes with challenges for the healthcare industry. Healthcare requires greater compliance and regulatory adherence than most industries.

“Healthcare is a unique beast. We are incredibly regulated, whether it’s from HIPAA regulations or just patient expectations of privacy,” says Killion.

To overcome the obstacles, Killion recommends comprehensive onboarding sessions with legal and compliance teams, detailed playbooks, and rigorous pre-publication content approvals.

Getting Started with Healthcare Influencer Marketing

Selecting credible influencers, whether medical professionals or informed health advocates, is essential for successful influencer marketing in healthcare.

Few have the budget — or even the need — for influencers with audiences of millions. A more realistic option for smaller organizations and budgets is micro-influencers.

Micro-influencers are cost-effective, authentic, and foster strong connections with niche audiences. “Using micro-influencers allows you to work with multiple influencers and stay within your budget, plus their niche audiences are usually highly engaged,” says Leckie.

Influencers don’t need to be health experts, but you should identify credible sources. Working with an influencer agency can streamline the selection process, but if you’re finding influencers on your own, Steeb recommends, “Analyze an influencer’s past content to make sure there’s no history of brand conflicts.”

Aundrea Leckie, associate director, account management (West), Open Influence

Leckie recommends finding natural patient advocates, like Penn Holderness. “You’re looking for people who have a history of sharing openly about their health so it feels organic and natural to their audiences to engage or understand what they’re going through.”

Influencer discovery platforms are similar to dating apps and can be helpful for finding influencers.

Planning Compliant Campaigns

The Goodway Group team offers this advice for healthcare organizations launching a new influencer campaign:

• Check with your legal and regulatory teams before your content goes live to ensure you adhere to healthcare and advertising regulations.
• Require clear disclosures in accordance with FTC guidelines for paid partnerships to maintain transparency and consumer.
• Use pre-approved messaging to ensure all influencer content aligns with compliance standards, avoiding misinformation or legal risks.
• Monitor influencer content post-publication to verify compliance and address any inaccuracies or unauthorized changes.
• Ensure HIPAA and data privacy compliance by preventing influencers from sharing personally identifiable health information without proper consent.
• Implement a review and approval process for influencer content, allowing legal, marketing, and compliance teams to sign off before distribution.

Choose the Right Social Media Platform

Katie Steeb, senior media manager at Goodway Group

Selecting the appropriate platforms is crucial for successful influencer campaigns. Katie Steeb, senior media manager at Goodway Group, recommends evaluating where conversations are happening and where your brand can best show up authentically.

TikTok and Instagram are effective for consumer-oriented healthcare campaigns, particularly among Gen Z and millennials. “TikTok and even Instagram are turning into the new Google. We’re seeing social platforms evolve into search platforms,” says Steeb.

LinkedIn remains ideal for B2B engagements among healthcare professionals, while YouTube is valuable for long-form educational content. Facebook remains effective for older populations and rural areas.

Measuring Campaign Success

Steeb recommends measuring campaign results using metrics such as video view rates, engagement rates, and audience growth, as well as lead generation and conversions.

Influencer marketers should look at a range of metrics for insights and to track and measure the effectiveness of campaigns.

Integrating Influencer Marketing

Influencer marketing should align seamlessly with your health system’s broader marketing strategies. A series of influencer videos on colonoscopies can lead to educational blogs about colon cancer. Co-branded content, review by medical professionals, and consistency across marketing channels ensure the content is accurate and effective.

Like any new marketing strategy, you’ll learn the most about influencer marketing for your brand by experimenting with it. Steeb suggests, “Just start. If you aren’t already using influencers, you’re behind.”

Watch the webinar and download the presentation slides here » 

As owner of Sparkr Marketing, Wendy Margolin helps busy healthcare marketing communications teams create more content. She’s on a mission to build a better medical web, one article at a time. Her favorite form of content is hospital brand journalism, which ties together her 20-year career in journalism, marketing, and healthcare.