The healthcare product industry on social media: Insights for Influencer Marketing Strategy (Part 1)

By leveraging HCPs (Healthcare Professionals) to build credibility, KOLs to spread messages, and KOCs to drive purchase behavior, Influencer Marketing not only shapes awareness but also has a powerful impact on consumer behavior. However, to fully harness this potential, brands need to choose the right influencer groups, optimize content, and remain vigilant against potential risks such as non-transparent advertising or media crises.

Below, Buzzmetrics will provide a deeper analysis of the industry context, consumer behavior, and how to effectively utilize Influencer Marketing in the healthcare sector.

1. Healthcare product industry context: A significant potential from the market and social media

The healthcare product industry in Vietnam, including pharmaceuticals, dietary supplements (DS), and medical devices, is experiencing strong growth. The dietary supplement market reached a size of approximately 2.4 billion USD in 2022, with a compound annual growth rate (CAGR) of 7% (2023-2028), according to Euromonitor. In addition, the trend towards natural products and personal medical devices such as blood pressure monitors and smart thermometers is becoming a highlight that attracts consumers.

On social media, the appeal of this industry is even more evident. With 56 million discussions in one year (2023-2024) and 11 million active participants, this reflects a high level of community interest.

A notable statistic from NielsenIQ (2023) reveals that Vietnamese consumers, particularly younger groups, are increasingly relying on social media to search for health product information. Among them, 70% of 'Cautious Spenders' and 'Rebounders' depend on trusted sources like social media to make purchasing decisions.

Especially after the COVID-19 pandemic, discussions around health have surged, with TikTok emerging as a leading platform thanks to its short video format. Moreover, the increasing presence of KOLs and KOCs in the healthcare industry has sparked a new wave, attracting attention and engagement from users.

In this context, Influencer Marketing has become a prominent marketing channel due to its ability to enhance both quantity and quality, as well as diversify targeting. From doctors sharing health tips on TikTok (HCPs) to major brands like Pfizer and Sanofi collaborating with medical experts, influencers are impacting various stages of the product experience journey— from awareness to purchase decisions.

Key Takeaway: Influencer Marketing is a powerful tool for changing consumer awareness and behavior, especially when leveraging formats like short videos and personalized content.

2.Social Media Consumer Insights: The Influence of Influencers

The healthcare industry in Vietnam is witnessing a significant shift in how consumers access information. No longer solely relying on traditional channels like hospitals or the press, users now turn to social media as their primary source for discovering, discussing, and deciding on health-related matters. However, the industry faces a large amount of information being "distorted" by the Online Seller group, which can cause users to become lost in a maze of information.

Amid the overwhelming amount of discussions and information, users still choose to refer to and trust discussions from two main groups:

• Reviews from other users: This is considered the most trustworthy source due to its authenticity. A shared experience of using dietary supplements or medical devices from real users often has a far greater influence than flashy advertisements.
• KOLs, KOCs and Experts – The Leading Trio:
  
  • KOLs (Key Opinion Leaders): Well-known influencers or experts, such as health bloggers or familiar models, play an important role in conveying brand messages to a wide audience.
  • KOCs (Key Opinion Consumers): Ordinary consumers who have the ability to impact smaller communities, offering relatable stories—from unboxing dietary supplements to sharing impressions after trying a product.
  • HCPs (Healthcare Professionals): Doctors, pharmacists, nutritionists—who provide absolute trust due to their expertise, especially on sensitive topics such as medications or vaccines

Key Takeaway: HCPs, KOLs, and KOCs are not just communication channels but also trusted companions for consumers in healthcare. Brands need to understand the strengths of each group to optimize campaigns at each specific stage.