3. The importance of influencers (…even micro ones)
Posted: Sun Jan 12, 2025 5:08 am
For the third marketing strategy for the pharmaceutical sector , let's start again with a fact. 70% of millennials are in some way directed in their purchases by so-called "influencers" (source: collectivebias.com). These are people perceived as "close" and "normal", despite their social following which can be very large. In short, they are more credible and authentic than the stars of old TV commercials. This is why the so-called "influencer marketing" is experiencing a season of great success. An example in the Pharma sector?
Amcal Pharmacy , which has launched (it is appropriate to say) a azerbaijan phone number lead collaboration with Jack Perkins, a supercar driver who lives with diabetes. A collaboration that has mainly involved Instagram channels, with excellent results.
But be careful: today, more and more, “top influencers” are perceived as “distant” and “insincere”; just like what happened previously to TV or movie stars. An interesting solution, therefore, is to turn to many micro-influencers, who have a more limited following, but often very loyal and involved .
4. Know your audience: the power of data-driven
Now let's jump to the "other side of the fence": that is, let's think about the public, the target.
Amcal Pharmacy , which has launched (it is appropriate to say) a azerbaijan phone number lead collaboration with Jack Perkins, a supercar driver who lives with diabetes. A collaboration that has mainly involved Instagram channels, with excellent results.
But be careful: today, more and more, “top influencers” are perceived as “distant” and “insincere”; just like what happened previously to TV or movie stars. An interesting solution, therefore, is to turn to many micro-influencers, who have a more limited following, but often very loyal and involved .
4. Know your audience: the power of data-driven
Now let's jump to the "other side of the fence": that is, let's think about the public, the target.