At the start of the 2010s, when online personalities began to accumulate clout in the realms of fashion and beauty, life sciences companies largely ignored the noise. The thinking, given the regulatory and compliance nuisances that could stem from collaborating with non-traditional partners, was basically “this can never happen here.”

It’s hard to blame the industry for its initial indifference – which was very much in character. Pharma, after all, has traditionally lagged other industries in its adoption of digital marketing tactics and technologies. It’s a business that sometimes seems to relish saying no.

But a series of well-received programs has changed the calculus around influencer marketing. Companies have witnessed how patient and physician influencers bring with them a small army of followers who trust them implicitly, which naturally translates to greater receptiveness toward shared information. The appeal is simple, according to Alison Tapia, a digital marketing consultant who was formerly senior director, performance marketing and digital innovation at Dermavant: “Patients are likely to trust other patients like them. Providers trust the firsthand experience of their peers.”

It certainly doesn’t hurt that such programs are perceived as a sound investment at a time where budget dollars are scarce. One study pegs an average return of $6.50 for every dollar spent on influencer marketing.

The industry’s evolution from skepticism to trust has played out in slow motion over the last decade. Whereas organizations used to look for reasons not to engage with perceived outsiders, many if not most have experienced an attitudinal epiphany. In its wake, they’re actively exploring new ways of matching influential patient and provider voices with brand objectives, in a manner that elevates both parties. As AstraZeneca director, omnichannel strategy Will McMahon puts it, influencer marketing in pharma “has moved from curiosity to capability.”

With hundreds of successful influencer engagements in the rear-view mirror, many brand-side leaders wonder why it took so long for the industry to shed its initial reluctance.

“In most other purchasing decisions – buying a car, traveling to a new hotel, dining at a different restaurant – we seek out reviews from experts and real people via a range of channels: social, search, YouTube and the rest,” notes Dan Sorine, director, RHU/GI access marketing at Pfizer. “Why should healthcare choices be different? There’s tremendous value in patients and physicians who have experience with a product sharing their real, authentic experience.”

Laura Mullaney, associate director, customer engagement and omnichannel marketing at Ascendis Pharma, agrees, adding, “These days, word of mouth and social corroboration are more powerful in healthcare than TV commercials or even a doctor visit. The trust garnered through influencers around medical information dominates any amount of typical advertising.”

GSK director, enterprise omnichannel analytics capabilities Nivi Mogali puts it even more succinctly: “Influencers are not just shaping the conversation. They are setting the tone for what’s to come in the future of healthcare marketing and sales.”

Influencer programs didn’t make a great first impression with pharma, nor its regulatory overlords. One of first high-profile dalliances with the world of influencers featured – who else? – a Kardashian.

In July 2015, Kim Kardashian blasted out the following message to her more than 42 million Instagram followers: “OMG. Have you heard about this? As you guys know my #morningsickness has been pretty bad…so I talked to my doctor. He prescribed #Diclegis, I felt a lot better…If you have morning sickness be safe and sure to ask your doctor.” The post, which clearly disclosed Kardashian’s relationship with drugmaker Duchesnay, concluded with a link to safety information.

It wasn’t enough. Three weeks later, the Food and Drug Administration’s Office of Prescription Drug Promotion (OPDP) characterized the post as “misleading” and said it failed to properly and completely disclose the risks associated with taking Diclegis. The slap on the hand didn’t dissuade the industry from working with influencers, partly because so few organizations had attempted to do so at that point, but it certainly let them know that the FDA wasn’t about to wave through posts and programs that cut corners. OPDP remained very much on the case through 2024, sending a warning letter to Merz Pharmaceuticals in October over a Nate Berkus Instagram post promoting anti-wrinkle treatment Xeomin. (Berkus has also promoted AbbVie’s “The Science of Skin” program across his social-media channels.)

That said, life sciences companies don’t seem to view such oversight challenges as insurmountable. Rather, their current top concern is making sure that their influencer marketing collaborations come across as genuinely authentic. 

This, of course, is easier said than done. It’s not hard to find a willing patient, physician or celebrity with a follower count that stretches into seven digits. It’s more difficult to tailor a post or program to that individual’s personality or expertise.

“The power only comes from good content and authentic voices,” Mullaney says. “Patients gravitate towards those who share their personal journey, provide a little humility and/or humor and of course speak on the impact of treatment (brand). As pharma marketers, we need to allow them the space and freedom to express their views alongside our brand in order to have real meaning and resonance for other patients.”

“One of the greatest challenges we face with influencer marketing is ensuring the connection to your product is both genuine and enduring,” adds Brian Nwokorie, director, global brand lead, CRC at Takeda Oncology. “While regulatory and legal frameworks keep us grounded, I think there’s a meaningful opportunity to create deeper, authentic, long-term partnerships built on shared purpose, not just shared messaging.” 

A second concern is conducting crucial due diligence around would-be collaborators. Many marketing leaders believe influencer marketing was hamstrung in its infancy by the casualness with which many early adopters approached it. Ts were left uncrossed, Is undotted.

Asif Ali, a digital and CX strategist who has held high-level roles at Boehringer Ingelheim, AbbVie and AstraZeneca, restates the obvious: That it is incumbent on teams coordinating influencer-marketing programs to conduct “thorough research and vetting” of all potential partners. While credibility is essential, it’s near impossible to pin down what exactly constitutes credibility within this specific context, as Ascendis Pharma senior director of marketing, Skytrofa, Anita Walsh notes.

“What credentials do these social influencers have? Are they profiting from their messaging?” she asks.

Ali says the burden shouldn’t fall on marketing or digital groups alone: “Medical, legal and regulatory teams bear a substantial responsibility in establishing clear guidelines and standard operating procedures to ensure compliant and ethical engagement.”

At the very least, that should include protocols to ensure transparency in the disclosure of business relationships and plans for ongoing monitoring of social posts.

“Pharma teams – and their creative, strategy and media partners – must co-author clear playbooks for influencer engagement. Guidelines should cover not just disclosures and platform-specific best practices, but also partner selection, cultural fit and how to retain a creator’s voice while meeting MLR standards,” McMahon explains.

Sorine believes that the industry’s practices have evolved to meet the moment. “There are very rigorous processes in place to ensure that if we are partnering with a physician or patient, they are representing the product in a way that does no harm to patients – meaning, the experience shared is authentic and their own, aligned with the FDA-approved labeling and balanced to focus on efficacy AND safety,” he stresses. “There’s always room for improvement, but I think the benefits outweigh the risks.”

That latter sentiment, in a nutshell, is why life sciences companies will continue to pursue influencers with gusto. Of course, a few obstacles still exist. Measurement of influencer programs remains a challenge – likes and reposts aren’t easily quantified – plus life sciences companies are doing much of their learning on the fly. To that latter point, Walsh notes that “additional work is needed to confirm which diseases and conditions are best-suited for this channel.”

But none of those concerns represent potential deal-breakers. Influencers are now viewed as natural partners for organizations in and around health; it just took a while for a risk-averse industry to anoint them as such.

“Patient advocacy groups and their highly influential members are not just voices in the room; they shape the very blueprint of success,” says Dr. Emre Başer, director, medical diagnostics – lung at AstraZeneca. “Integrating them isn’t a courtesy. It’s a strategic imperative for relevance and impact, especially in the era of precision medicine.”

McMahon similarly senses considerable momentum for influencer marketing programs in life sciences. “A few missteps could set the industry back. But thoughtful, intentional partnerships will move us forward – faster and more meaningfully.”

Has your organization embraced working with influencers? Drop us a note at [email protected], join the conversation on X (@KinaraBio) and subscribe on the website to receive Kinara content.