AdAge

With advertisers preparing to spend up to $15 billion on influencer marketing by 2022, pharmaceutical and biotech companies are increasingly (and carefully) engaging trusted health social influencers to connect more authentically with consumers.

As pharma starts to leverage a multitude of high-engagement channels like influencer marketing, online communities, and virtual health services, the industry finds itself in a unique position to reimagine traditional direct-to-consumer (DTC) efforts and peer-to-peer communication. That means going beyond TV ad celebrities or one-off Instagram relationships limited to short-term PR value.

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