The healthcare industry has long been a bastion of traditional marketing approaches, but in recent years, brands have been increasingly embracing the power of influencer marketing to connect with their audiences. This shift is driven by the growing importance of social media and the need for healthcare brands to establish a strong online presence. As a result, companies like Dettol, Mamaearth, and Tata 1mg, have been leveraging influencers to promote their products and services and build trust & credibility with their target audience.
To responsibly promote their products Cipla Health also works with medical professionals. Speaking about these partnerships, Shivam Puri, CEO & MD, Cipla Health Ltd, says, “Health marketing, for most brands, is a work in progress, largely focused on category development. As such, the choice of channels is often driven by the need to educate consumers, raise awareness, and promote healthier lifestyle choices. At Cipla Health, we partner with influencers and health experts to create content that not only informs but also builds credibility and trust.”
Shivam further highlights that with a diverse portfolio of over 20 brands in various categories from traditional/offline-first products like Nicotex, Omnigel, Cofsils, Prolyte, to digital-first offerings like Rivela and Tugain, Cipla Health’s media strategy is customised based on each brand’s target audience, category nuances, and distribution mix. “While influencer marketing is effective for awareness, we also maintain a strong presence across both traditional and digital media to reinforce trust and ensure we meet consumers wherever they are. For example, Nicotex relies more on television, whereas Rivela engages entirely through digital channels. Regardless of the platform, our consistent focus is to engage meaningfully with consumers and support their journey towards better health and well-being,” he adds.
Ritu Mittal, Head of Marketing and Digital, Bayer Consumer Health, South Asia, says, “Healthcare companies are increasingly utilising influencers to create authentic, relatable connections with their target audiences, particularly younger consumers. By combining creative messaging with influencer collaborations, healthcare brands can share valuable, informative content that resonates with their followers. This approach not only enhances brand visibility but also bolsters credibility, making influencers an important touchpoint for brand awareness.”
The trend is not limited to consumer healthcare brands, as hospital brands are also investing in influencer marketing to establish themselves as trusted and reputable healthcare providers. In the consumer healthcare space, companies are blending the credibility of physicians with the reach of digital health influencers.
Sachin Talwalkar, Chief Creative Officer, Havas Life Mumbai, points out that, “When it comes to creative messaging by healthcare brands, it’s as much to do with creative strategy and use of media as it is about the message. Healthcare companies leverage three types of influencers: healthcare professionals for credibility, patient advocates for authentic experiences, and digital opinion leaders for community trust.” Explaining the mantra for a successful campaign, Talwalkar explains, “Successful campaigns focus on educational storytelling rather than direct promotion, addressing specific moments in the patient journey. So, it’s a blend of the what, the when and the how.” He underscores that influencer marketing creates emotional connections but cannot stand alone in healthcare communication’s high-stakes environment.
“One of the keyways in which healthcare brands usually blend creative messaging with influencers, is by partnering with them to create educational content,” says Ashish Bajaj, Group Chief Marketing Officer at Narayana Health. He highlights that influencers in health, fitness, or wellness niches are well-positioned to explain complex medical concepts, such as new treatments or preventive care measures, in a simple, engaging way. This helps demystify healthcare topics and allows influencers to act as trusted intermediaries between the healthcare brand and their audience. But that is not all, Bajaj goes on to explain that, “Another way influencers are used creatively is through sharing personal patient stories and testimonials, which humanise the brand. By showcasing real-life journeys of individuals who have undergone treatment or experienced positive health outcomes, influencers bring authenticity to the brand’s messaging.”
He also mentions that healthcare companies work with influencers to share behind-the-scenes looks at medical facilities or professionals, promoting transparency and building trust. Influencers also help drive wellness challenges and raise awareness about important health issues, encouraging healthy lifestyles. These partnerships go beyond promoting services, focusing on a holistic approach to well-being, which strengthens the brand’s connection with its audience.
“Influencers have been used extensively for support of movements for diabetes, asthma or even quitting smoking. For instance, we have used influencers for initiatives like #BerokZindagi by Cipla Ltd, which is about empowering asthma patients,” says, Rajit Desai, Sr. V.P- Client Leadership, Mindshare India.
The rise of D2C brands, like Minimalist, Mamaearth, and The Derma Co., has also rewritten the influencer marketing playbook. These brands have successfully leveraged influencers to build a strong online presence and establish themselves as thought leaders in their respective categories. The key to their success lies in their ability to blend science and storytelling, making complex health information more relatable and accessible to their audience. Influencers bring a unique voice to healthcare brands, providing a platform for science to meet storytelling through voices that people follow and trust.
“At MediBuddy, we ensure authenticity by working with influencers who have a genuine interest in health and wellness, rather than prioritising sheer audience size. The emphasis is on credibility—partnering with doctors, fitness experts, mental health advocates, and lifestyle influencers who have built trust within their communities,” remarks Manu Sankar Das, Head of Brand Marketing, MediBuddy. “We encourage influencers to share personal experiences, real-life healthcare journeys, and expert-backed insights. This could be in the form of a fitness coach discussing preventive care, a working professional sharing their MediBuddy experience, or a nutritionist breaking down the role of diet in managing conditions like PCOS or Thyroid,” Das adds.
Healthcare companies are leveraging influencers creatively to make medical information more accessible and engaging. Expanding on this, Ronita Mukherjee, Executive Client Director, Landor India, says,“By using storytelling and personal experiences, influencers help raise awareness and connect with audiences authentically. Short-form videos and myth-busting content are particularly effective in keeping engagement high. With consumers taking greater control over their health, brands are integrating health into lifestyle trends and pop culture, allowing them to build stronger, more meaningful connections with their audiences.”
Is Influencer Marketing Enough?
In the realm of health marketing, influencer marketing alone is insufficient to build trust with audiences. While influencers can humanise complex healthcare topics and facilitate peer-driven conversations, their efforts must be complemented by a robust presence on mainstream platforms. This is because health information is often sensitive and high-stakes, requiring a multifaceted approach that incorporates expert-backed content, credible brand messaging, and direct engagement with audiences.
“Influencer marketing, while impactful, is most effective when paired with a strong, consistent presence on mainstream platforms. A combination of both strategies—authentic influencer-driven content and a consistent, authoritative brand presence, helps establish trust and credibility. However, the ideal mix depends
on specific brand objectives and the target audience,” Ritu notes.
Meanwhile, Rashmi Thosar, CEO, Brandcare, says, “Unlike any other industry, concerns of safety and personal effectiveness drive purchasing decisions in healthcare— ‘Will this go wrong for me?’ ‘Will this work for me?’ This demands a strong foundation of evidence, science, and credibility.” Speaking of the role that influencers play, Thosar says, “Influencers may drive discovery, but trust needs building. It can take a lifetime to build and a second to break. For brands across APAC, trust is set to be one of 2025’s key themes. Influencers may drive the discovery, but mainstream media and credible content build the staying power.”
A well-rounded strategy is essential to establishing trust in health marketing. Influencers can spark conversations and raise awareness, but their messages must be reinforced by credible sources and expert endorsements. Mainstream platforms, such as television, print, and online publications, provide an opportunity for healthcare brands to showcase their expertise and values, thereby building credibility and trust with their target audience.
Sachin states that, “Effective strategies integrate influencers within a broader ‘trust ecosystem’ that includes mainstream platforms, professional associations, and owned media. Data shows that patients consult about six information sources on average during their healthcare journey. So, within this ecosystem, influencers can carry more weight with regional variations and in the emerging markets, as opposed to established markets where institutional credibility is prioritised.”
While influencer marketing has its pros in the health space, Vineet Bhagchandani, Managing Partner & Chief Creative Officer, V-Rok Communications Network, cautions that, “Relying solely on influencer marketing can be risky. Influencers may not always be experts in the field, and their opinions may not be backed by scientific evidence. This can lead to misinformation, which can have serious consequences in the health space. To build trust and credibility, health brands need a presence on mainstream platforms, like social media, and should do content marketing.”
“Influencers play a valuable role in raising awareness, particularly on sensitive topics like mental health and women’s reproductive health. Micro-influencers can help connect with niche audiences and foster initial trust. However, their role should stop there. Medical decisions are serious matters, and relying on social media influencers for trust in complex healthcare categories is neither fair nor reasonable,” Ronita emphasises. “Consumers have already been self-diagnosing through Google, which healthcare professionals strongly discourage—we don’t need influencers becoming the next unreliable source of medical advice,” she adds.
Ultimately, a successful health marketing strategy requires a harmonious blend of influencer marketing, mainstream presence, and expert-backed content. By combining these elements, healthcare brands can create a robust and trustworthy narrative that resonates with their audience. This approach not only fosters trust but also helps to establish the brand as a thought leader in the healthcare industry, ultimately driving long-term success and loyalty.
“I can’t think of any brands that have built their presence only on the back of influencer marketing and succeeded,” explains Rajit. “As the influencer marketing industry matures and brands achieve scale, it becomes difficult for brands to sustain on the back of influencer marketing alone. When one segregates consumer health initiatives from healthcare, insurance or allied tech companies, there may be a greater play available. As opposed to marketing for therapies which are even more tightly controlled, Nutraceuticals can use influencers a lot better than pure play pharma companies. Some newer companies like The Goodbug and Wellbeing Nutrition are doing rather well in this space,” he adds.
Ethical Considerations
The use of influencers in healthcare marketing also raises important questions about trust, credibility, and regulatory compliance. Unlike any other industry, concerns of safety and personal effectiveness drive purchasing decisions in healthcare. Consumers want to know whether a product or service will work for them and whether it is safe to use. This demands a strong foundation of evidence, science, and credibility. While influencers may drive discovery, trust needs to be built through a combination of mainstream media, credible content, and expert endorsements.
“Regulation and resultant liability are ensuring that pharma companies do not get away with communication which can be misleading. This has become more pronounced after a well-known ayurvedic brand claimed to have found a remedy for COVID. Reputable organisations would not err on the wrong side of the law. So, it is practical considerations trumping ethical considerations alone,” Rajit highlights.
Ronita chimes in, stating that, “Pharmaceutical companies partnering with social media influencers raise ethical concerns regarding misinformation, transparency, and trust. Without medical expertise, influencers may oversimplify or misrepresent health information, potentially misleading consumers. To ensure clarity, full disclosure of sponsorships is essential, and influencers should include a clear disclaimer stating they are not medical professionals in their health-related content.”
The Advertising Standards Council of India (ASCI) and medical councils have strict regulatory guidelines for healthcare communications and advertising, and companies must navigate these regulations carefully to avoid liability. “Transparency regarding sponsorships is non-negotiable as well, enforced by regulations such as CCPA and ASCI, to guarantee unbiased information and mitigate legal risks. On another note, meticulous influencer selection, focusing on alignment with brand values and a history of responsible content, is vital. Failure to uphold these ethical standards risks legal consequences, reputational damage, and, most importantly, jeopardises patient safety and trust,” Ashish further remarks.
Despite these challenges, influencer marketing is likely to continue playing a significant role in healthcare marketing. As the industry continues to evolve, brands will need to find innovative ways to build trust and credibility with their audience. Authenticity and transparency will be key to success, and brands that can effectively blend science and storytelling will be well-positioned to establish themselves as thought leaders in the healthcare industry.
