"Influencers, they're so hot right now." Nothing like a good snowclone movie quote to start a story on influencers. But it's true, everyone is talking influencers in 2019, specifically micro-influencers who have more traction with their audiences.
We saw this announcement and instantly wanted to know how pharma marketers could participate. WEGO told us there are a number of ways that pharma can benefit the patient influencer audience:
- Engage patient influencers who have access to education such as FTC guidelines etc.
- Poll users for “always-on insights”
- Engage patient influencers for in-depth projects such as research, messaging insights, co-development or co-design, videos, speaking engagements, etc.
- Engage patient leaders to share pharma content on the platform
In the first week of operation the platform attracted over 1,000 or WEGO Health’s 100,000-strong audience of engaged patients. Users are the most engaged of all the patient advocates and will have good insights for marketers.
The WEGO folks provide two examples of usage of the platform:
- We posted a question for RA patient leaders and within a day had 25 responses
- We posted a clinical trial recruitment gig and 17 patient leaders responded within a day
I’ll give the final word to David Goldsmith, Chief Strategy Officer at WEGO Health:
Worth mentioning [to the Klick Wire audience] that we’re open to having pharma sponsor training modules or other content on the platform to help cultivate a talent pool that can support their own initiatives.