Taking the Long View

Healthcare professionals recommend brands from companies that are committed to developing healthy products, marketing those products responsibly, and supporting the efforts of their patients to live a healthier lifestyle.

Demonstrating that commitment takes time, which is why engaging health influencers regularly is so critical. While once-a-year promotions or conference appearances targeted at healthcare professionals are tempting quick fixes, the greatest successes are realized by brands that work hard to build a relationship over time, establishing trust and credibility with health influencers.

Here are just a few of the benefits of the long-view approach:

1. Demonstrates your commitment to supporting the work of healthcare professionals: It’s one thing to say that you support professionals, it’s another to regularly share information, tools, samples, coupons, and resources with them and their patients. You don’t need to be flashy, just consistent.

2. Reinforces your brand story: Regular communication not only keeps your brand top of mind, but it also allows you to better explain the brand’s benefits—the “how” and “why” that are critical to earning a healthcare professional recommendation. And as research continues to show, the more familiar health influencers are with your brand, the more likely they are to recommend it.

3. Reaches more highly targeted consumers: The math is simple. Send 100 product samples or brochures to a professional once and you reach 100 consumers. Engage that same professional multiple times, and that single influencer can reach hundreds of unique, highly targeted consumers on your brand’s behalf. It’s what makes health influencer outreach so efficient and effective.

Ultimately, if the goal is to earn a branded recommendation from the influencer to a consumer, you must build a relationship of trust and credibility over time—just as professionals do with their own patients and clients.