How Healthcare Brands Can Repurpose Chronic Illness Influencer Content In Their Overall Marketing Strategy
Healthcare brands like yourselves are in the business of care and compassion for your customers. So be sure to keep that in mind when working with chronic illness creators. Showing compassion while understanding the value of their powerful stories and content can significantly enhance your working relationship and your overall ROI. This blog will guide you on how to get the most out of the content you create together and share tips for effectively contracting the right usage that aligns with your marketing goals.
Repurposing Healthcare Influencer Marketing Content
Here are three effective ways to utilize influencer content while ensuring a compliant and respectful partnership:
Social Media Posts: You can share your own branded social media posts that feature the content your chronic creators post for you. Recycling patient testimonials, product application videos, and personal stories across your Instagram, Facebook, TikTok and beyond will almost always outperform those sad stock images. This authentic content resonates well with audiences, improving engagement and the trust your loyal and future customers need when making important decisions about their health.
Website Content and Long-Term Partnerships: Incorporate influencer-generated content into your website to provide real-life examples of how your products or services positively impact users. This could include blogs, product pages, and service pages that feature creator stories, video testimonials, or dedicated sections highlighting community experiences. 70% of consumers are more likely to buy a product from an influencer who has an ongoing relationship with the brand (The Influence Agency, 2023). Social media has a come-and-go shelf-life, but your website will only increase traffic over time, particularly as more of your target audience goes to Google and other search engines to learn more about their favorite creators.
UGC Newsletters: Seeing user-generated content (UGC) boosts purchase confidence for 78% of shoppers, enhancing their trust in the product before buying or sampling a product or enrolling in a service (The Bazaar Voice, 2024). Emails with UGC not only feel more personalized and less intrusive but also keep your audience informed and engaged. Highlight success stories, tips from chronic creators, or exclusive content that encourages recipients to connect with your brand.
Tips for Communicating and Contracting with Influencers
When collaborating with chronic illness content creators, transparency is key. Openly communicate with them about your intention to reuse their content across various channels and specify the duration before putting digital pen to paper. It’s essential to include a clear usage policy in the contract they sign, ensuring they are aware of how their image and content will be used.
This approach not only builds trust but also empowers creators to know just how impactful their voice can be to your brand’s community. By fostering open communication and clearly outlining expectations, you create a more collaborative and respectful partnership that benefits both parties.
In summary, leveraging influencer content as part of your omnichannel marketing strategy can lead to significant engagement and authenticity, provided that you maintain clear communication and respectful contracts with your creators.
Have more questions? Reach out to our team!
