Influencer Marketing in Healthcare: Pros, Cons, and Tips for 2024

In a survey published by the National Library of Medicine, approximately 85% of respondents sought medical information using search engines. Out of these, 72.8% searched for health information through social media.

With people increasingly turning to social media for health advice, now is a great time to join “healthcare industry influencers”—doctors who use digital platforms to educate, inspire, and engage with the public. 

In this article, we’ll list five of the biggest healthcare influencers in 2024, and discuss the advantages and pitfalls of influencer marketing for doctors.

Key Takeaways

• Medical influencers make healthcare information accessible and understandable, de-stigmatize health conditions, and humanize healthcare professionals.
• As a healthcare influencer marketer, you must be cautious against spreading misinformation, breaching regulatory compliance, and getting caught up in conflicts of interest. 
• Dr. Sanjay Gupta is a renowned neurosurgeon and chief medical correspondent for CNN, known for making neurosurgical information accessible to the public.
• Dr. Mike is a popular family physician and YouTube host, famous for debunking medical myths and educating the public on general health topics.
• Dr. Davin Lim is a board-certified dermatologist from Australia with a significant online presence, offering expert advice on skincare and treatments.
• Dr. Anthony Youn is a holistic plastic surgeon known for his viral educational and humorous content on Instagram and other platforms.
• Dr. Shereene Idriss is a board-certified dermatologist specializing in facial aesthetics and body contouring, known for her informative skincare content on social media.

3 Advantages of Healthcare Industry Influencers 

Here are three ways doctor influencers can benefit the healthcare industry and why you should think about becoming one. 

1. Accessibility and Awareness

A study by the Pew Research Center showed that: 

• One in three U.S. adults report going online to “figure out” some medical condition
• 16% of internet users report going online to find others who might share the same health concerns
• Nearly 90% of people aged 18–24 would trust health information found on social media

These numbers demonstrate that patients are increasingly turning to social media to understand illnesses and procedures, seek community and comfort, and share personal medical experiences. 

Healthcare influencers fill in this gap and provide accurate, accessible information, advocate for vaccinations and preventative measures, raise awareness about diseases, and shed light on medical misinformation. 

A study published in Emerald Insight showed that social media influencers can play a prominent role in public health communication, particularly amid a public health crisis such as the COVID-19 pandemic. And there is no better social medical health influencer than a doctor.

2. De-Stigmatization

Medical influencers play an instrumental role in destigmatizing health conditions. They use platforms like TikTok, Instagram, and Twitter to start conversations around stigmatized topics such as mental health, chronic illnesses, and sexual health. 

This de-stigmatization is important in encouraging people to seek medical advice and treatment without fear of judgment. 

Many healthcare influencers have also shared personal experiences with chronic illnesses and mental health concerns, promoting greater acceptance and understanding.

3. Humanization 

Doctors are often perceived as impersonal and intimidating, with in-person medical conversations being distant and overly formal. 

Healthcare influencers play an important role in fixing this image. They build positive rapport with patients by regularly posting thoughtful, relatable, and engaging content that makes them sound more human and trustworthy. 

This goes a long way in showcasing the compassionate faces behind healthcare services and building trust and familiarity with audiences around the world.

3 Pitfalls Healthcare Industry Influencers Should Avoid

Assuming the role of a medical influencer demands a heightened sense of responsibility as well as an awareness of potential pitfalls. 

Before you start posting content online, make sure you’re aware of these three pitfalls to be avoided.

1. Misinformation 

A study by the Journal of Medical Internet Research highlighted that social media is rife with medical misinformation, particularly on issues regarding diets, vaccinations, and smoking products. 

Misinformation stems from influencers lacking the appropriate medical credentials or from the oversimplification of complex medical topics to fit social media formats. 

Remember, medical influencers bear an immense responsibility to provide accurate and reliable medical information. Endorsing unverified or harmful medical products or disseminating incorrect, unbacked medical information can have severe health consequences for your followers and legal consequences for your practice.

To avoid this, conduct thorough research before posting content and avoid talking about issues outside your specialty. Also, always keep in mind the oath you took in medical school—do no harm.

2. Regulatory Compliance 

Healthcare influencers are required to abide by strict regulations. Make sure you understand and adhere to disclosure guidelines, maintain patient confidentiality, and avoid the endorsement of non-approved treatments or products. 

3. Ethical Dilemmas 

There are serious ethical implications of influencer marketing in healthcare. Medical influencers often toe the line between the commercialization of healthcare advice and their professional duty to prioritize patient welfare. 

In addition, potential conflicts of interest can arise if influencers accept compensation for promoting specific medical products or services, particularly if these products are harmful or unverified.

Make sure you’re as upright and principled as possible as you dive into the world of health influencer marketing. 

The 5 Biggest Health Influencers 

There are many healthcare industry influencers out there. But five stand out for their ability to educate, inspire, and engage both patients and fellow doctors alike. You want to check out their content for inspiration if you’re looking to dive into medical “influencership”.

1. Dr. Sanjay Gupta 

Dr. Sanjay Gupta is an American neurosurgeon, medical reporter, author, and Associate Professor of Neurosurgery at Emory University School of Medicine. 

He is the multiple award-winning chief medical correspondent for CNN, a columnist for Time Magazine, and a contributor to CBS News. He has over 215,000 followers on his Instagram, Twitter, and Facebook, and is also the host of the Chasing Life podcast. 

2. Dr. Mike Varshavski

Dr. Mikhail Varshavski, famously known as Dr. Mike, is a board-certified family physician based in New York. He hosts a famous YouTube podcast—The Checkup with Doctor Mike—where he interviews fellow healthcare professionals, celebrities, athletes, and influencers about health and wellness. 

He also posts Instagram, Facebook, and Twitter content for his 4.4M+ followers, educating his audience on various health conditions, reacting to other medical videos, calling out medical myths, answering common health queries, and laughing at medical TV shows. 

3. Dr. Davin Lim 

Dr. Davin Lim is an internationally acclaimed board-certified dermatologist based in Brisbane, Australia. He is the founder of Cutis Dermatology and The Formulated and has the biggest YouTube following out of all Australian doctors (totaling over 57 million views). 

He posts reels, videos, and educational content about skin rejuvenation, keloid scarring, rhinophyma, hyperhidrosis, rosacea, vitiligo, and more. 

Dr. Lim also has over 304,000 followers on Instagram, where he posts short-form content and skin care guides, such as how to use vitamin C, glycolic acid, retinol, and niacinamide.

4. Dr. Anthony Youn 

Dr. Anthony Youn is a nationally-recognized, board-certified plastic surgeon, known as America’s Holistic Plastic Surgeon. 

He has 1.2M+ followers on Instagram, where his humorous, educational content has gone viral and reached international audiences numerous times. 

Dr. Youn has a total of 8.3M followers over multiple social media platforms, and he is the founder of Youn Beauty (which is a natural skincare, supplements, and hair care line). 

He also hosts the podcast The Holistic Plastic Surgery Show and has authored the book Younger For Life, a step-by-step guide to youthful skin. 

5. Dr. Shereene Idriss

Dr. Shereene Idriss is a board-certified dermatologist, specializing in facial aesthetics and rejuvenation as well as minimally invasive body contouring. 

She has over 1M followers on Instagram, and her educational TikToks and reel content has garnered over 16.7M likes and views. 

Her content ranges from reviewing skincare products, busting skincare myths, her own skincare routine videos, as well as treatments, symptoms, and care for common skin conditions. 

Frequently Asked Questions

What Is a Medical Influencer?

A medical influencer is a healthcare professional with an online following, typically on social media platforms like Instagram and Twitter. Health influencers serve as intermediaries between medical professionals and the public, simplifying complex medical information for the general population, demystifying medical concepts, combating misinformation, and promoting health awareness. 

Who Is the Most Famous Doctor on Social Media?

Dr. Mike Varshavski is a Russian-American family physician who is one of the biggest healthcare influencers out there. He has over 12.1M subscribers on his YouTube channel and podcast and over 4.4M followers on his Instagram account. 

How Can Social Media Help My Practice?

Social media is a great way for doctors to attract new patients and stay engaged with current ones. It promotes transparency about your practice and procedures, de-stigmatizes illnesses, improves patient loyalty, and humanizes you in the eyes of the general public. 

References 

1. Suarez-Lledo, V., & Alvarez-Galvez, J. (n.d.). Prevalence of Health Misinformation on Social Media: Systematic Review. Journal of Medical Internet Research, 23(1). https://doi.org/10.2196/17187
2. Fox, S., & Duggan, M. (2013, January 15). Health Online 2013. Pew Research Center. https://www.pewresearch.org/internet/2013/01/15/health-online-2013/
3. Gupta, S., Dash, S.B. and Mahajan, R. (2022), The role of social influencers for effective public health communication, Online Information Review, Vol. 46 No. 5, pp. 974-992. https://doi.org/10.1108/OIR-01-2021-0012
4. Sumayyia MD, Al-Madaney MM, Almousawi FH. Health information on social media. Perceptions, attitudes, and practices of patients and their companions. Saudi Med J. 2019 Dec;40(12). https://doi.org/10.15537%2Fsmj.2019.12.24682