Communicating Health Literacy on Prescription Medications on Social Media: In-depth Interviews With "Patient Influencers".

ABSTRACT:

Background

Historically, pharmaceutical companies have struggled with trust and brand reputation among key stakeholders and have adopted innovative marketing strategies to reach patients directly and rebuild those relationships. Social media influencers are a popular strategy to influence younger demographics, including Generation Z and millennials. It is common for social media influencers to work in paid partnerships with brands; this is a multibillion-dollar industry. Long have patients been active in online health communities and social media platforms such as Twitter and Instagram, but in recent years, pharmaceutical marketers have noticed the power of patient persuasion and begun to leverage "patient influencers" in brand campaigns.

Objective

This study aimed to explor

SUBMITTER: Willis E 

PROVIDER: S-EPMC10131845 | biostudies-literature | 2023 Mar

REPOSITORIES: biostudies-literature