Hey, pharma: When it comes to influencers, forget lifestyle gurus and stick to patient advocates, study says

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When it comes to influencers in pharma marketing, companies should skip trendy avocado toast and aerial yoga guru types and rely on lesser-known patient advocates—at least, according to data gathered by WeGo Health executives, who spoke on a webinar this week.Its recent network survey found that only 14% percent of the WeGo users surveyed mostly or completely trust lifestyle influencers, while 51% completely or mostly trust patient influencers. When it comes to branded pharma products, the survey was even more positive for patient influencers: 85% said they would be very or somewhat receptive to an ad from a patient influencer promoting a drug-related to the patient’s condition.
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Still, there remains a perception that patients are selling out to pharma, and in fact, one virtual viewer texted a question about if WeGo could offer some “thoughts on tackling or mitigating the sellout complex?”
WeGo often hears that question from pharma companies when they start to talk about a campaign, but the target audience—the patients—doesn’t really feel the same way, CEO Jack Barrette said.
“I think we’re at one of those places where the …

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