Is It Worth Investing in Digital Influencers to Attract Patients?

Admin
Aug 25
4 min read

Is It Worth Investing in Digital Influencers to Attract Patients?

Discover the Pros and Cons of This Marketing Strategy for Healthcare Clinics

Introduction

Digital marketing in healthcare is constantly evolving, and one of the strategies that raises the most curiosity among clinic managers—both medical and dental—is the use of digital influencers. In industries such as fashion, gastronomy, and technology, influencers have already proven themselves as powerful allies in building brands and attracting customers. But does the same apply to the healthcare sector?

Attracting patients involves far more complex factors than simply promoting a service. In addition to regulatory rules imposed by professional councils, it is necessary to evaluate the influencer’s credibility, the audience they reach, and the tangible results that such a partnership can generate. According to research by Influencer Marketing Hub (2023), companies that work with influencers achieve, on average, 11 times more visibility compared to traditional paid media campaigns. However, in healthcare, there are risks and limitations that must be carefully considered.

In this article, we will explore the pros and cons of investing in digital influencers for clinics, presenting practical examples, market statistics, and key considerations to help you decide whether this strategy is suitable for your practice.

The Benefits of Working with Digital Influencers

The primary advantage of investing in digital influencers is increased visibility. Influencers with credibility and authority in niches related to health, aesthetics, or wellness can showcase a clinic to thousands of followers quickly and in a targeted manner. This can accelerate brand recognition and drive demand for specialized services.

A practical example comes from dental clinics that invested in local micro-influencers. According to Statista (2023), micro-influencers (with up to 100,000 followers) have engagement rates 60% higher than major celebrities. This means that, even with smaller audiences, the impact can be more direct, especially when the focus is on the local community where the clinic operates.

Another positive aspect is trust-building. Potential patients tend to feel more secure when they see someone they trust recommending a healthcare service. This effect, known as “social proof,” can reduce objections during the decision-making process. Additionally, well-targeted influencer campaigns can strengthen a clinic’s image as modern and aligned with consumer trends.

The Risks and Limitations of Using Influencers

Despite the advantages, caution is essential. In healthcare, advertising is subject to strict regulations established by bodies such as the Federal Council of Medicine (CFM) and the Federal Council of Dentistry (CFO) in Brazil, with similar restrictions enforced by the American Medical Association (AMA) and the General Medical Council (GMC) abroad. This means that promoting “before and after” results, promising cures, or using sensationalist language can lead to fines or ethical sanctions. When working with influencers, the risk of crossing these boundaries increases if there is no strict alignment on content guidelines.

Another challenge lies in choosing the right influencer. If their audience does not align with the clinic’s target patient profile, the investment may prove ineffective. For instance, a lifestyle influencer focused on fashion may not generate meaningful patient leads for a cardiology clinic. According to Nielsen (2022), 67% of influencer campaigns fail when there is no alignment with the intended target audience.

There is also the reputational risk of associating a clinic’s brand with personal controversies. If an influencer becomes involved in negative situations, the clinic’s reputation may be compromised. In healthcare, where credibility and trust are essential decision factors, this risk is particularly high.

How to Decide if It’s Worthwhile for Your Clinic

The decision to invest in influencers should be based on strategy and measurable goals. The first step is to define clear objectives: increase social media followers? Generate more appointments? Strengthen brand positioning? From there, it becomes possible to choose the type of influencer (macro, micro, or nano) that best fits the clinic’s budget and target audience.

A recommended practice is to start with smaller partnerships involving local micro-influencers, testing results before scaling investments. It is also critical to establish clear contracts outlining the influencer’s responsibilities regarding healthcare advertising regulations. Monitoring metrics such as cost per lead, conversion rates, and ROI is indispensable to determine whether the investment is delivering real results.

Case example: a dermatology clinic in Denver, Colorado partnered with three local micro-influencers, investing around US$600 each (approx. US$1,800 total). Within two months, the number of private consultations increased by 22%, with a patient acquisition cost lower than that recorded in traditional paid media campaigns over the same period.

Conclusion

Investing in digital influencers can be an effective marketing strategy for medical and dental clinics, but it requires careful planning, rigorous selection, and strict compliance with healthcare advertising regulations. The benefits—greater visibility, trust-building, and patient engagement—are undeniable, but so are the risks of poor alignment and ethical violations.

In short, it is worth investing in influencers if there is a clear strategy, appropriate selection, and consistent monitoring of outcomes. Clinics that adopt this approach responsibly can attract patients in a modern, impactful way without compromising their reputation.