The news: Marketing leaders at Publicis Health Media’s HealthFront event on April 30 discussed the value of healthcare and pharma brands working with influencers who have smaller follower counts. We were on the ground floor at the event, and are reporting our key takeaways for healthcare brands mulling influencer marketing deals.

Resonance > reach in healthcare influencer marketing: Both brands and creators spoke about the importance of authentic social media content that drives high levels of engagement with followers. These influencer marketing benchmarks can be easier to achieve when companies work with creators who have smaller audience sizes than mega-celebrities.