Think about the last piece of health advice you actually followed.
Chances are, it wasn’t from a medical journal or even a doctor’s office. Most likely it was from a colleague, a neighbor, or a trusted friend—the kind of advice that feels personal and authentic.
As humans, we’re wired to trust people we know or feel like we know. That’s why two-thirds of Americans now seek health information on Instagram, YouTube, Facebook, and other social platforms, where it’s easy to connect with others who have relatable voices or similar stories.
The default ways we explored our symptoms in the past, i.e., by seeing a doctor or referencing a handful of known credible sources, are no longer the primary ways people are getting their health information. They’re following influencers to understand everything from “hormone balancing” hacks to what it’s like living with Type 1 diabetes or managing postpartum depression.
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These conversations can introduce potential risks like spreading misinformation, oversimplifying complex treatments, or turning serious health decisions into viral challenges. They can also be used to raise awareness and create supportive communities.
With such high stakes, brands can’t afford to stay on the sidelines.
Healthcare needs a different influencer playbook
Healthcare has been slower to embrace influencer marketing as a tactic—and there are plenty of good reasons why. It’s inconvenient when a new lipstick advertised by your favorite beauty influencer disappoints. Maybe the experience hurts the brand’s reputation a bit, too.
But when health advice goes wrong, it can prove outright dangerous. Netflix’s (Un)Well documentary series famously spotlighted influencers touting “miracle cures” that were later debunked as ineffective or even harmful.
Yet, the reality is consumers are turning to peers, not professionals, for relatable health advice—whether brands join the conversation or not. Avoiding these spaces altogether means a missed opportunity to meet patients where they’re already seeking and sharing health information.
The path forward isn’t about copying retail or lifestyle influencer tactics. It’s about creating approaches rooted in accuracy, empathy, and meaningful patient engagement—showing up as educators and trusted partners, not product pushers.
5 ways health brands can reimagine influencer marketing
More than 8 in 10 people seeking health information on social media are concerned about incorrect or misleading medical information. For health brands, there’s an opportunity—and I would argue, a responsibility—to approach influencer marketing differently.
Instead of chasing quick hits and conversions, influencer programs need to rethink the role of content creators as storytellers and community builders who can help make health information more accessible and actionable.
Here are five tactics where I’m seeing success:
Tap into peer-to-peer power
Healthcare is deeply personal, and people trust advice from those who’ve lived similar experiences. Although medical experts like Sanjay Gupta or celebrity wellness figures like Gwyneth Paltrow hold substantial authority and reach, consumers are increasingly turning to patients, caregivers, and advocates for more tailored guidance.
That could be a person sharing their chemotherapy journey on TikTok or a caregiver offering advice in a Facebook group about supporting elderly parents at home. Authentic voices like these help simplify complex topics, offer emotional support, and make care feel more accessible.
Reflect audiences to earn trust
Our health systems have historically underserved and excluded certain groups, and people in these communities maintain long-standing skepticism toward healthcare leaders. Acknowledging this reality is the first step toward driving more meaningful engagement online.
Trusted peers can open doors brands alone can’t unlock, especially when they better represent or reflect the audiences we’re hoping to reach. Many of these voices already exist within clinical trial communities, patient advocacy groups, or condition-specific networks—and they’re eager to share what’s worked for them with others.
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Brands can equip these influencers with the tools, training, and information to responsibly educate and empower.
Emphasize storytelling over hard sales
On social media and elsewhere, our goal isn’t pushing products. Our focus is empowering people with accessible, credible information to make better decisions about their own lives.
Influencer strategies must move away from transactional endorsements and prioritize authentic, accurate, and advocacy-driven storytelling. Overly polished or promotional messages feel disconnected from the emotional weight health decisions carry.
It’s important to highlight real journeys and offer useful tips and resources consistently across channels. This approach lets audiences see how products fit into their bigger picture of living well.
Think beyond ‘just another channel’
Influencer engagement isn’t “just another channel” in an omnichannel mix. That strategy is woefully outdated and won’t generate the desired ROI.
Modern influencer marketing is authentic, creative content that meets people where they already are: on TikTok, yes, but also in local forums, community centers, or college campuses where health decisions are also shaped.
Don’t force traditional campaigns into influencer spaces. Also, avoid relying on top-down advertising to enter peer-driven forums. Instead, build custom influencer marketing programs unique to where conversations naturally happen and empower credible voices to participate meaningfully in the discussions where they fit best.
Build in governance without killing authenticity
In such a highly regulated industry, health brands are understandably concerned that an influencer might say something off-script that could damage the brand or violate compliance standards. But we don’t need to sacrifice authenticity to manage these risks.
The key is a proactive governance model that sets clear expectations for influencers, provides the necessary training, and establishes content guardrails, fact-checking, and formal review and approval processes. It’s also critical to put in place a response plan if something inaccurate, misleading, or off-brand is posted.
This isn’t about over-policing content. It’s about giving brands and influencers the structure and support to engage confidently, knowing there’s a safety net in place.
Join health and wellness conversations thoughtfully
Health brands are no longer the only ones shaping narratives. They now share the space with patients, caregivers, advocates, and people seeking and sharing advice across Facebook groups, Reddit threads, and other online communities.
Instead of trying to control these conversations, brands can contribute meaningfully through a more collaborative approach. When influencers are treated as allies rather than advertisements, brands earn trust, reduce misinformation, and ultimately help people make better, more informed health decisions.