By Julie Croner
VP, Community Development
Health Union

​​Selecting the right patient leader, emphasizing authentic influence over follower count, is the first step of a successful influencer campaign. But how do we ensure that powerful, authentic content then reaches the right audience at meaningful scale? 

This is where Health Union’s unparalleled audience-building capabilities become the true engine behind our campaigns’ remarkable success.

It’s not just about who speaks the message; it’s about who hears it. With Health Union, our audiences are your brand’s ultimate competitive advantage.

Audience Building: The Secret Sauce of Scale

Health Union’s Pharmaceutical Grade Influencer Marketing (PGIM) programs don’t simply rely on a patient leader’s individual social following. Instead, we activate a powerful synergy, leveraging their unique audience data in combination with Health Union’s proprietary first-party (1P) data and modeled audiences to achieve large-scale reach. This sophisticated approach allows us to:

• Build 1P-Data-Driven Social Media Audiences: We create highly targeted social media audiences based on the data of our vast network of patient influencers within a specific condition, our Health Union community members, and the follower data of the participating patient leaders.
• Scale Through Look-Alike Audiences: Our ability to build look-alike models from this rich dataset means we can achieve higher reach and greater scale, effectively expanding the campaign’s impact.
• Tap into Diverse Audiences: We’ve successfully activated diverse patient leaders and audiences, including specific ethnic backgrounds, age demographics, caregivers, and those with unique socio-economic experiences. This ensures messaging resonates deeply with hard-to-reach communities.

Through this strategic audience building, PGIM transforms authentic content into measurable outcomes. This approach ensures your brand message consistently reaches the right audiences, independent of a patient leader’s follower count or public handle presence, leading to results like those seen in a recent campaign which achieved 71.1 times higher engagement than the Facebook benchmark and over 814,000 post engagements. Let’s dive into this case study to see firsthand how precisely targeted audiences can transform campaign performance.

Case Study: Amplifying Mental Health Treatment Options

Our client sought to empower their mental health brand as a preferred treatment for bipolar 1, aiming to accelerate new patient starts and drive meaningful engagement.

Health Union strategically selected empowering patient leaders from within the community who were actively advocating for this condition, making change, and engaging in conversations with the broader community.

Because these change makers’ mission is to empower patients, not necessarily be Instagram famous, we were unable to run the ads directly from their handle. Which means, we ran this campaign strictly on Health Union’s Social Health Network handles.