In regulated sectors like pharmaceuticals, influencer marketing poses both challenges and opportunities. Companies must disseminate accurate and compliant information about health care products, leading to cautious approaches. However, as digital landscapes evolve and consumer behavior changes, the pharmaceutical industry is adapting its influencer marketing strategies. According to marketing software firm Traackr’s Impact 2024 report, 63% of shoppers say they are more likely to buy a product that is recommended to them by a social media influencer that they trust. This highlights the fact that an influencer need not be a celebrity, it is more important to consumers (and therefore patients) that they gain information from an influencer that is close to them in terms of lifestyle, values and priorities.
Novartis AG is just one of many large pharma companies embracing the power of influencer marketing. It has run...
