Utilizing influencers as advocates
While influencer marketing is an effective strategy in the product industry, when it comes to healthcare, it’s not as common because of the complexity of “trial” and HIPPA concerns. This is why it’s critical to have established relationships with influencers who trust the agency and the brand involved. MBB and AdventHealth Shawnee Mission had created relationships with influencers from past healthcare campaigns. So when one influencer announced she was expecting her first child, the opportunity for a partnership fell right into place.
Creating a partnership grounded in flexibility
We partnered with Shanna Hutcheson (@wellnessforthewin) to take her followers along as she shared her pregnancy journey and birth story. As with any successful influencer activation, including Shanna in our upfront content planning was critical. Shanna helped craft a genuine story that was both personal yet protective of her privacy. MBB worked closely with Shanna to overcome potential challenges of sharing personal information and worked ahead of any unexpected obstacles that could have been encountered.