How Challenger Pharma Brands Can Connect With – And Leverage – Influencers

If a challenger brand announces a new drug and no one notices, did it really launch?

The pharma industry is crowded. Without a strategic plan, challenger brands risk drowning in a sea of competitors and become categorized as just another option. To truly impact the status quo – and create a launch worth paying attention to – pharma challengers need to be heard, and engaging with strong vocal advocates for your brand is one of the best ways to do just that.

But there’s one big problem: these influencers can be tricky to reach.

The normal mailers, sales rep meetings, and mass emails won’t always work. Instead, get creative. Some effective strategies include:

Remember, connecting with health care influencers is only half the battle. Challenger pharma brands need to strategically leverage these relationships to get the most value.

Exactly how you utilize influencers in your marketing strategy depends on your goals, brand features, audiences, etc., but some proven tactics include:

A few words of advice: be careful before you dive straight in and avoid being too heavy handed. Consider who you align your brand with – you want a partner who’s authentic, credible and unlikely to damage the reputation of your brand in the future. 

At the same time, the influencer you partner with must maintain their credibility. Allow them to express the information in their own voice and be transparent about their role and any compensation. Refrain from over-scripting talking points, and above all, stay transparent with your audience.

Influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing, making it a powerhouse tactic in your communication strategy.

As top marketer Joe Tripodi says, “Awareness is fine, but advocacy will take your business to the next level.”

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