Insights for Influencer Marketing Strategy in the Healthcare Industry - Planning and Optimizing Effectiveness (Part 2)

This article is the next part in the series analyzing the healthcare industry. In Part 1, Buzzmetrics analyzed the market context, consumer behavior, and the impact of Influencer Marketing on the healthcare sector. Building on that, Part 2 will focus on how to create an effective plan, from selecting the right group of influencers to optimizing content and managing risks, helping brands fully leverage the potential of this channel.

3.  Preparing for an Influencer Marketing Plan 

The Influencer Marketing industry in the healthcare sector in Vietnam is growing rapidly. After a boom period, the number of Influencers focusing on healthy lifestyles has exceeded 1,700, spanning across Mega, Macro, Micro, and Nano levels. Data from Buzzmetrics shows that the two main platforms, Facebook (59%) and TikTok (41%), lead in terms of presence, with Micro-Influencers making up the majority. This creates opportunities for brands to launch diverse campaigns, from brand awareness to driving purchasing behavior.

Influencer Marketing is no longer just a trend but has become a strategic channel that helps healthcare brands deeply connect with Vietnamese consumers. However, to fully tap into its potential, brands need to build a well-structured plan: selecting the right group of Influencers, optimizing content, and implementing it at the right time.

3.1 Choosing the Right Group of Influencers for Each Stage of the Campaign

Based on Buzzmetrics' analysis, each group of Influencers plays a distinct role in the consumer's product journey:

• Awareness: HCPs (Healthcare Professionals) and Macro-Influencers are the top choices for building brand recognition. A well-known doctor on TikTok explaining the benefits of omega-3, or a Macro-Influencer sharing their health improvement journey, can quickly make a strong impression on users.
• Consideration: KOLs and Micro-Influencers are powerful at this stage. In-depth posts, detailed reviews, or personal stories – such as a Micro-Influencer sharing how a smart blood pressure monitor helps track their health – help users better understand the product's value and consider it more seriously.
• Purchase: KOCs (Key Opinion Consumers) and Nano-Influencers are crucial at this stage. A “unboxing” video of a health supplement with a genuine comment like "I feel much healthier after using it" from a KOC can be the final push that encourages consumers to make a purchase."

3.2 Forms and Content to Maximize Appeal

Depending on the group of Influencers and the stage of the campaign, brands should consider using the appropriate type of content and presentation format. Below are suggestions for optimizing content for the Healthy Lifestyle Influencer group.

In addition to traditional Influencer groups such as celebrities or doctors, the media and online communities are also highly engaged with social issues related to health. The Fear Marketing strategy (exploiting fear to drive action) often works well with these channels but can also easily become a 'spark' for a media crisis if the content is not tightly controlled.

3.3 Additional Suggestions to Elevate Influencer Marketing Campaigns

• Personalizing the Story: Consumers do not want to hear generic advertisements. A KOC sharing, "I feel less tired thanks to this supplement," is more convincing than thousands of glowing endorsements from the brand.
  
  
• Leveraging TikTok and Livestreaming: With the boom of short videos, a campaign combining HCPs livestreaming to answer questions and KOCs reviewing products can create a strong impact in a short time.
  
  
• Monitoring and Optimizing: Analyze user feedback on social media to adjust content and select more appropriate Influencers for the next stages.

Real-life Example: Pfizer once collaborated with doctors to explain vaccines via videos on YouTube and TikTok, achieving millions of views in the 2021-2022 campaign. In Vietnam, KOCs are creating significant buzz with reviews of immune-boosting supplements, turning unfamiliar products into familiar choices in just a few weeks.

Takeaway: The success of Influencer Marketing lies in selecting the right people, telling engaging stories, and creating an emotional connection with consumers. When the right group of Influencers is combined with creative content, brands can not only increase recognition but also build long-term trust.

4. Don’t Forget to Prepare a Crisis Management Plan

The healthcare industry is sensitive, where Influencer Marketing brings great benefits but also carries risks if not properly managed. Some common mistakes to avoid include:

• Ambiguous Information: Lack of transparency about the benefits or side effects can erode consumer trust.
  
  
• Misleading Advertising: Over-hyping benefits (especially with dietary supplements) can lead to negative reactions, as seen in the case of Kera vegetable supplement pills.
  
  
• Lack of Content Control: Failing to guide or monitor content from Influencers can lead to misleading messages that don’t align with the brand's values.

To mitigate risks, brands need to prepare a solid Crisis Management script: from action plans when negative reactions occur to close cooperation with Influencers on non-Owned Channels. This not only protects the brand’s image but also maintains consumer trust.

Case Study: The Media Crisis of Vegetable Supplement Pills with Hằng Du Mục - Quang Linh Vlog & Thùy Tiên – A Social Media Research Perspective

*Case Study: The "Media Crisis" of Brand K's Vegetable Supplement Due to Overpromotion by KOLs and KOCs – A Social Media Research Perspective

First, based on the discussion data, the incident unfolded according to the ‘Social Media Crisis’ model (Social Crisis) with two peaks, as shared by Buzzmetrics.

The issue originated from a community channel when a TikToker had a dietary supplement (TPCN) tested, and the actual results did not match the advertised content. Within just three days, the discussion reached its first peak when the authorities got involved. Communication responses such as the Influencer’s apology, cooperation with authorities, and especially the “friendly” press conference, created the second peak of the discussion just seven days later. According to Buzzmetrics’ crisis communication model, after five days from the first peak, the brand failed to manage the situation promptly and lacked official sources of information, causing the discussion to linger at a level of 4-5K buzz – a sign that a second peak would emerge.

As of now, after the official announcement of the violations and the handling measures from the authorities, the issue has cooled down. However, considering the quality of the response and the feedback from the online community, the brand’s crisis management has not been entirely effective

Additionally, in terms of the quality of the discussions, measured by the Sentiment Score (emotional tone) – an important indicator to capture user sentiment trends when managing a crisis – this incident recorded an overall low score of -0.62. From February 24 to March 25, there were up to 60K negative discussions about the brand and product. Notably, at the first peak of the discussion (March 7), the positive/negative discussion ratio was 28%, but by the press conference a week later (March 14), this dropped to 22% and continued to decline until March 21.

Clearly, the brand was unprepared and missed the "golden time" to manage the crisis in a structured manner, leading to the increase of negative sentiment over time. The lack of transparency, openness, and clarity on Owned Channels also significantly contributed to the ineffective crisis management.

Key Takeaway:

• A social media crisis in the healthcare sector can escalate quickly from community channels, requiring brands to respond promptly and transparently.
  
  
• The absence of a well-prepared Crisis Management plan and the failure to leverage Owned Channels to guide public opinion were the primary reasons for the crisis management failure.
  
  

The Sentiment Score is a crucial metric for evaluating the effectiveness of crisis management, helping brands adjust their strategies in a timely manner.