Consumers are more frequently connecting with health influencers on social media platforms. Healthcare and pharma brands must refine their strategies for partnering with creators.

Key Question: What’s driving healthcare and pharma brands to embrace social health influencers, and how can they better navigate the creator economy?

Key Stat: Nearly two-thirds of Gen Z (63%) and millennial (61.5%) social media users follow and/or engage with health influencers on social media platforms, according to EMARKETER’s December 2023 US Digital Health Survey.