Audio descriptions to be added soon.
Key insights for healthcare marketers:
Lead with authenticity
As a practicing family physician and digital health advocate, Dr. Bayo emphasized that campaigns resonate most when they mirror real-world patient experiences.
"When it's restricted, it doesn't allow that authenticity to pour over into my followers," she explained. “If you allow that influencer just to lead with what they see, what they do, it really is a win for the campaign, a win for the influencer and a win for the followers."
For example, in one standout campaign about shingles, Dr. Bayo reimagined the message around the concept of a "Chickenpox party," an idea familiar to many parents, sparking interest, awareness and education around shingles in a way that felt organic to her voice and community.
Value alignment is non-negotiable
According to Annie, successful HCP creator partnerships begin with a value match.
"If you all are on the same page, brand and creator, then you can feel a little more comfortable letting go and letting that creator do their thing," she noted.
Plus, building and nurturing long-term relationships empowers creators to internalize brand guardrails while maintaining their authenticity and credibility.
Source creators with care and build with intention
Casey outlined key steps for finding the right creator: define campaign objectives, thoroughly vet social content for brand safety concerns, assess potential conflicts in and outside of pharma and maintain open, creator-friendly communication.
"We call this the 'Bachelorette rule,'" he joked, referring to the importance of screening for past posts that could surface unexpectedly and impact brand reputation. He also expressed that personalized communication methods, for example, texting, help sustain strong and respectful working relationships.
Fighting misinformation adds fuel to the fire
Rather than reacting to false or misleading health content and giving it "more oxygen" or attention, the panelists encouraged marketers to join the conversation as credible, digestible sources of information. This topic came up throughout the event as brands, agencies and HCPs are experimenting new ways to battle misinformation.
"Be a discoverable part of the conversation," Annie urged. This means publishing evidence-based content that uses the language patients are continuously searching for.
Diverse audiences need different formats
Not every audience absorbs information the same way. Dr. Bayo delivers her "Spill the Tea" series through various mediums, including social media, television appearances and written articles. This multi-platform strategy demonstrates the role of message repetition in maximizing reach.
"All of us sometimes need to hear information in different ways or multiple times," she said. Sequencing content, such as an Instagram story to grab attention, an Instagram Reel or TikTok post to educate, and a follow-up post to reinforce the learning, allows campaigns to feel cohesive rather than transactional.
Putting it all together
HCP creators offer a unique intersection of credibility and relatability. Brands that prioritize trust with creators, invest in genuine relationships and combat misinformation with integrity will thrive in the digital landscape. When done right, creator-led content can boost engagement, drive impact and deepen connections with the audiences who need it most.
