BOSTON (PRWEB)
June 17, 2020
WEGO Health, a mission-driven patient collaboration company, launched today the only influencer marketing program designed specifically for pharmaceutical companies. With Pharmaceutical Grade Influencer Marketing, WEGO Health combines the world’s largest network of trusted patient influencers with DTC-scale digital audiences and turnkey program management.
While influencer marketing has been embraced in virtually every other category, it is still in its infancy in the complex and highly regulated pharmaceutical industry.
“Influencer marketing for pharmaceuticals and serious diseases is completely different – patient influencers are not for sale at any price, and it’s been a long process for pharma to build trust one influencer at a time,” says Richelle Horn, Sr. Director of Marketing, WEGO Health. “This trust barrier has pigeon-holed influencer marketing as a feel-good initiative – not a scalable, accountable digital marketing program.”
WEGO Health believes that pharmaceutical marketers and agencies shouldn’t have to choose between building trust with patient communities and producing results.
“We start with our member network of over 100,000 patient influencers to quickly find the right group of collaborators. We’ll co-create content crafted to meet the authentic needs of the patient community as well as pharma business and regulatory requirements,” says WEGO Health Chief Client Officer, Kristen Hartman. “But the real excitement is in how we can scale reach using our proprietary audiences – we can engage the most impactful micro-influencers and still touch millions. The combination allows us to deliver DTC-scale influencer marketing in a performance model with solid guarantees.”
WEGO Health research (https://tglv8lyxesoiyue1wzi0cmgt-wpengine.netdna-ssl.com/wp-content/uploads/2019/02/WEGOHealth-B2B-Case-Study-Hybrid-2019.pdf) shows the power of trusted patient influencers to inspire doctor-patient conversations. When asked what action they would take when someone they consider influential shares information from a pharmaceutical company about a specific medication, 87% of consumers said they would ask a Healthcare Professional about the medication.
WEGO Health VP of Patient Network Julie Croner adds that “most of our members – patient influencers, advocates and collaborators – have told us in a recent survey that they are ready to work with pharmaceutical companies on authentic influencer programs. Pharmaceutical Grade Influencer Marketing will allow us to engage many more of our members in meaningful, paid work and to ensure the voice of patient communities is heard.”
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