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Using Influencer Marketing for Over-the-Counter Medicines and Medical Devices: Building Your Digital Strategy

In the fast-paced world of digital marketing, influencer marketing has emerged as a powerful tool for reaching and engaging with your target audience. While traditionally associated with lifestyle and beauty brands, influencer marketing has also found its place in promoting over-the-counter (OTC) medicines and medical devices. In an era where consumers are increasingly turning to online platforms for health-related information, leveraging influencers in this space can offer unique opportunities for brands to connect with their audience in a meaningful way.

The Power of Influencer Marketing in the Healthcare Sector

Although influencer marketing can be tricky for OTC brands, it still holds immense potential for the healthcare sector, if done correctly. Here’s why:

Trust and Credibility

Influencers often have a loyal following that trusts their recommendations. When an influencer promotes a certain product or medical device or even speaks about a disease or condition, it can lend credibility to the product in the eyes of their audience.

Educational Content

Influencers can create informative and educational content about various health topics, including the benefits and uses of medical devices. This type of content can help consumers make informed decisions about their healthcare needs.

Targeted Reach

Influencers have the ability to reach specific demographics and niche audiences. For instance, a fitness influencer may partner with a brand to promote a medical device related to sports injury recovery, effectively targeting individuals interested in fitness and sports.


Authenticity is key in influencer marketing. When influencers share personal experiences or testimonials about dealing with a condition or using a medical device, it resonates with their audience on a deeper level.

Strategies for Effective Influencer Marketing in the Healthcare Industry

To maximise the impact of influencer marketing for OTC medicines and medical devices, brands should consider the following strategies:

Identify Relevant Influencers

Look for influencers who align with your brand values and target audience. Consider factors such as their follower demographics, engagement rates, and content quality. Micro-influencers, who have smaller but highly engaged followings, can be particularly effective for niche healthcare products.

Create Educational Content

Collaborate with influencers to create informative and engaging content that highlights the benefits and proper usage of your product. This could include tutorials, product reviews, or educational posts addressing common health concerns. If you feel you can’t mention your product, influencers can still be used for disease awareness campaigns, and as an ambassador for conditions. 

Compliance and Regulation

Ensure that all promotional content complies with healthcare regulations and guidelines. OTC medicines and medical devices are subject to strict advertising regulations, particularly regarding health claims and endorsements. Work closely with influencers to ensure compliance and transparency in all sponsored content.

Long-Term Partnerships

Consider establishing long-term partnerships with influencers to build trust and credibility over time. This can involve multiple sponsored posts or campaigns aimed at establishing your brand as a trusted authority in the healthcare space. 

Measure Impact

Track key performance indicators such as engagement rates, website traffic, and sales attributed to influencer partnerships. This data can help assess the effectiveness of your influencer marketing efforts and inform future strategies.

Case Studies: Successful Examples of Influencer Marketing in Healthcare

We have worked successfully with influencers on a number of our brands to push engagement and clicks through to our client’s website. 

The Results

CPC 0.09

CPM £2.62

Impressions 341,251

Clicks 10,428

CTR 3.06%

Influencer Marketing for healthcare | WeDoSocial

The Results

CPC 0.12

CPM £1.75

Impressions 313,399

Clicks 4,678

CTR 1.49%

Influencer Marketing for healthcare | WeDoSocial

How have other brands utilised influencer marketing? 

  1. Health and Wellness Influencers: Brands in the vitamin and supplement industry often partner with health and wellness influencers to promote their products. These influencers create content around topics such as immune support, fitness, and overall well-being, effectively reaching health-conscious consumers.
  2. Beauty Influencers: Beauty influencers have also been tapped to promote skincare products with medicinal benefits, such as acne treatments and anti-inflammatory creams. By sharing their skincare routines and personal experiences, these influencers can drive awareness and interest in specific OTC skincare solutions.
  3. Fitness Influencers: Medical device brands targeting fitness enthusiasts often collaborate with fitness influencers to showcase their products in action. For example, a wearable fitness tracker brand may partner with a fitness influencer to demonstrate how the device can help users track their workouts and monitor their health metrics.


Influencer marketing presents a unique opportunity for brands in the healthcare industry, particularly those offering OTC medicines and medical devices, to connect with consumers in a meaningful way. By partnering with influencers to create informative and engaging content, brands can build trust, credibility, and awareness among their target audience. However, it’s crucial to approach influencer marketing in the healthcare sector with sensitivity, transparency, and a commitment to compliance with regulatory guidelines. When executed effectively, influencer marketing can be a powerful tool for driving engagement, educating consumers, and ultimately, driving sales in the competitive landscape of OTC medicines and medical devices.