Health and Pharma
Influencer Marketing
The Patient Journey Has Gone Digital. Is Your Brand Part of the Conversation?
The days of relying solely on sterile TV ads and clinical brochures are over. Today, the path
to better health often begins with a search bar and ends in a social feed. Whether it’s a patient sharing their daily routine with a chronic condition on TikTok, or a credentialed dermatologist debunking skincare myths on Instagram, creators have become the most trusted bridge between medical science and human experience.
In today's health & pharma landscape:
of adults say they use social media to find health information or advice often or all the time. (EMarketer)
of consumers say social media influences their health-related decisions. (Beckers)
of Gen Z patients say they trust patient reviews either “a lot” or “completely. (Health Grades)
Health decisions are rarely impulsive. They are shaped by ongoing research, lived experience, and the need for credible guidance. Open Influence helps Health and Pharma brands connect with audiences at these critical moments through creator partnerships built on education, responsibility, and trust. Our Health and Pharma influencer marketing campaigns empower creators to translate complex information through authenticity and storytelling, driving informed engagement and measurable impact at scale.
Why Creator Marketing Works for Health and Pharma Brands
Humanize the Mechanism of Action
Clinical data can be cold; human stories are sticky. Creators bridge the gap between “efficacy rates” and “quality of life.” By allowing a patient to share their authentic journey, the good days and the bad, you transform a pharmaceutical product from a chemical compound into a life-changing solution. This “lived experience” storytelling builds empathy and understanding faster than any commercial ever could.
Combat Misinformation with Credibility
Money is personal. People are skeptical of corporate promises but receptive to peer validation. When a trusted creator shares their genuine journey—paying off debt, buying a first home, or saving for a wedding—using your product, it validates your brand’s promise. It shifts the narrative from “selling a service” to “solving a life problem”.
Turn Supplements into Essential Daily Rituals
In the crowded vitamin and supplement aisle, differentiation is difficult. Creators act as the ultimate filter, cutting through the noise to validate quality. By seamlessly integrating your product into aspirational “wellness routines”—from morning smoothies to sleep hygiene protocols—creators transform a simple pill or powder into a “must-have” lifestyle essential. This not only drives initial trial but models the daily consistency required for repeat purchasing
Demystify Health Tech & OTC Innovation
For medical devices, wearables, and advanced OTC solutions, the biggest barrier to purchase is often complexity (“How do I use this?”) or skepticism (“Does this actually work?”). Creators dismantle these hurdles through “show, don’t tell” content. By demonstrating exactly how a fertility tracker works or illustrating the immediate relief of a migraine device, they provide the visual proof and educational clarity needed to turn a hesitant browser into a confident buyer.
Navigate the "Dark Funnel" of Health
Health decisions are private and often researched in “dark social” channels (direct messages, private groups). Creators penetrate these spaces. When a trusted influencer shares their story, it sparks private conversations and shares that traditional tracking misses, effectively warming up the audience before they ever step into a doctor’s office.
Proven Campaign Types That Drive Results
Every campaign type is designed to educate, build trust, and convert. These are just a few ways we push the boundaries of what’s possible in regulated industries.
"Day in the Life" Patient Diaries:
Authentic, documentary-style vlogs where patients show how they integrate a treatment or device into their daily routine, normalizing the condition.
"White Coat" Explainers:
Credentialed HCPs (Health Care Professionals) breaking down symptoms, treatments, or science using visual aids and simple analogies to build
brand authority.
Medicine Cabinet" Essentials:
A “favorites” style format where creators open their cabinets to reveal the specific OTC brands they trust for pain relief, allergies, or skincare. This leverages social proof to position your product as the “gold standard” or go-to solution for common ailments.
Our Proven Work
Moderna #Spikevax Community
In partnership with Moderna to amplify protecting families and communities from the rise of the COVID-19 virus using a diverse range of creator voices, both macro and micro.
Strategy:
By leveraging over 545 personal stories of creators of all walks of life and backgrounds, we drove greater brand affinity and trust among viewers to get vaccinated with Moderna’s Spikevax as the definitive choice for COVID immunity.
503M+ Total Impressions. (9% Over Delivery)
32M+ Total Engagements.
6.44% Engagement Rate.
71.8K+ Total Clicks.
Memorial Care — Women’s Health Pavilion
In partnership with Memorial Care Saddleback Medical Center, we worked with content creators to highlight the Soft Opening and Grand Opening of their new Women’s Health Pavilion. The campaign aimed to build local awareness and demand by educating consumers on the facility’s comprehensive services through guided tours and video content that showcased the state-of-the-art location as a premier destination for women’s health.
Strategy:
Targeting females aged 25-65 in Orange County, the campaign activated creators in the family, health, and motherhood verticals to produce authentic Instagram Reels, Stories, and TikTok videos. The approach utilized a two-pulse strategy (Soft Opening and Grand Opening) to deliver personal narratives and “day in the life” style tours that emphasized the convenience and care available at the pavilion, amplified by paid media to maximize reach.
752K+ Total Views/Impressions.
201K Total Engagements.
15K Total Clicks.
747 Total Saves & Shares.
Amwell Intermountain Health Campaign
In partnership with both Amwell and Intermountain Health, we collaborated with eight creators to drive awareness of Intermountain Health as the “go-to” healthcare provider in the Mountain West region. The campaign focused on promoting the online urgent care services available through the Connect Care app, using relatable video content to position Intermountain Health as a trusted resource for families and individuals
Strategy:
Targeting Utah residents aged 18+, the campaign activated a mix of macro and mid-tier influencers on Instagram to produce authentic Reels. The approach leveraged lifestyle parents and adventurous athletes to demonstrate the practical benefits of the Connect Care app, using personal storytelling to build trust and encourage locals to maximize their healthcare options.
396K+ Total Plays.
5.7K Total Engagements.
252 Total Clicks.
158 Total Saves & Shares.
Who We Help
Open Influence partners across every sector of the financial ecosystem.
Pharmaceuticals (Rx):
Disease state awareness, patient support programs, and branded treatment narratives (following strict ISI/safety info guidelines).
Consumer Health (OTC):
Differentiating pain relief, allergy, and digestive health brands in a crowded retail environment.
Medical Devices & MedTech:
Demonstrating ease-of-use for glucose monitors, sleep aids, and wearables.
Health Services & Telehealth:
Building trust in digital doctors and booking apps through “try with me” experiences.
Biotech & Life Sciences:
Recruiting for clinical trials and explaining complex innovations to the public.
No matter where you operate within the Health and Pharma landscape, our team helps you activate influencers who inform, engage, and build lasting trust.
OI’s Full-Service Approach for Health and Pharma Brands
We understand that in pharma, a “post” is never just a post, it’s a medical claim. Our process is built for the rigors of MLR (Medical, Legal, Regulatory) review.
Creative Strategy With Studio OI
Studio OI pairs real-patient and HCP authenticity with diverse content styles, ranging from cinematic, studio-grade production to raw DIY/UGC styles, to give Health and Pharma brands content that resonates at every stage of the patient journey. Think empathetic “day-in-the-life” commentary, clear demos of device usage or delivery systems, elevated quality-of-life moments, and polished creator POVs that feel both real and premium.
Our premier content production capabilities also amplify your existing in-house or external production teams to deliver cohesive and culturally impactful visuals, ensuring your brand stays in the conversation among patients, caregivers, and healthcare professionals.
The result is scroll-stopping, multi-platform content that makes your treatment or health solution more approachable, understandable, and easier for patients to picture integrating into their own daily routines.
End-to-End Program Management
Healthcare campaigns require precision, not just execution. OI acts as the central hub for your entire activation. We handle the heavy lifting: from sourcing credentialed HCPs (Health Care Professionals) and verifying patient authenticity to managing strict content approval timelines that accommodate your Legal and Medical review cycles. We streamline the logistics so your team can focus on the big picture, not the paperwork.
Advanced First Party Reporting
Using OI’s proprietary data platform, Prism, we give Health and Pharma brands a data edge. We track exactly what content formats are driving patient education, engagement, and trust. Powered by 420M+ posts, our engine reveals which creators are dominating conversations around “chronic care,” “wellness,” or “medical breakthroughs,” allowing you to partner with voices that actually move the needle. We help brands spend smarter, partner better, and outmaneuver rivals using key signals like:
- Audience demographics
- Top-performing creator/content formats
- Competitor post activity & share of voice
- Industry-specific safety & relevance filters
Paid Amplification
OI amplifies top-performing creator content using creator handles, unlocking paid media results that routinely outperform generic clinical ads. For Health and Pharma brands, this means extending reach to niche patient communities, retargeting engaged audiences, and driving measurable actions such as “Find a Doctor” searches, symptom checker completions, and discussion guide downloads. Our paid straregy maximizes efficiency using:
- Creator-handle whitelisting (ads that look like advice, not ads).
- Precise audience targeting (High Net Worth Individuals, Small Business Owners, Students).
- Cross-platform distribution optimized for lower CAC.
Our Expertise
Award Winning Strategies
We don’t follow trends, we create them. With over 30 awards across YouTube, Webby, Shorty, Mediapost, The Drum, Omna, Cynopsis, Inc., and Forbes, our successful campaigns reflect our commitment to quality, combined with cultural impact globally and regionally
Compliance
In beauty, risk is everything. Open Influence ensures every piece of content is brand-safe, FTC-compliant, and quality-checked. We act as a firewall between your brand and regulatory, managing disclosures and claims so you can scale creator marketing with total confidence.
Amplify Your Next Campaigns Further With OI Partners
To supercharge results, OI integrates with innovative partners that extend reach and conversion.
Kerv
Adds interactive elements to video (e.g., a “Find a Doctor” or “Download Discussion Guide” button directly within a creator’s patient journey video).
NPRP Media
Connects social campaigns with OOH advertising (e.g., billboards near financial districts or college campuses).
Resonate
Uses deep consumer intelligence to target audiences based on Health and Pharma values, lifestyle stages, and proactive care-seeking behaviors.
Viasat
Delivers educational Health and Pharma content to in-flight passengers for high-value, captive engagement.
Elevate Your Health and Pharma
Brand with
Open Influence
Health and wellness marketing demands accuracy, trust, and real-world relevance and your strategy should deliver all three.
Open Influence helps Health and Pharma brands drive awareness, consideration, and action through creator partnerships built for performance and compliance. Whether you are launching a new supplement, supporting a treatment category, or scaling patient and consumer education, our team connects you with the right creators, insights, and execution to turn engagement into measurable business impact.
Let’s Build Your Next Health Campaign