The popularity of social media marketing has skyrocketed in recent years. It has spawned a slew of social media influencers that spend countless hours creating content and engaging in various activities such as endorsing, reviewing, or advertising a brand. Influencer marketing focuses on using key leaders to spread the brand’s message to a larger audience rather than directly marketing to a large audience. Instead of dealing now with a large group of consumers, the brand inspires/hires/pays influencers to spread the word.
Many doctors, both professionally and personally, utilize social media. There is now a population of medical students and junior doctors who have come of age with it. It is a social media platform that allows users to create and share visual material with their followers. Globally, it has more than a billion users. Many doctors and medical students are establishing a professional presence on Instagram and, in some cases, YouTube, with a growing number of them being referred to as “influencers” on social media.
Many developments, such as SEO, reputation management, and influencer marketing, have made things easier for healthcare marketers. Influencer marketing may seem like a challenging endeavor in this sector. Still, a few best practices may help you make the most of your influencer campaigns while establishing your company as trustworthy such as:
- Inquire about backlinks to your website.
- Ensure that healthcare marketing influencers follow regulations by focusing on trust rather than reach.
- Select Online Influencers Who Will Help You Improve Your Reputation
- Make a list of your objectives.
The government has enacted several laws in place in the best interests of consumers. It also reaffirms some of the considerations that an influencer should make when deciding whether or not to endorse or promote a brand’s goods or services. The goal of obtaining influencer endorsements, like any other advertising, is to assist the consumer in making an informed decision. In the past, healthcare influencers have been chastised for advocating harmful products. As a result, organizations are now taking steps to regulate social media influencers’ bandwagon to balance and defend the purchasing public’s interests.
- The Code for Self-Regulation of Advertising:
The Advertising Standards Council of India (ASCI) enacted the Code for Self-Regulation to achieve consumer approval of fair advertising practices. The Code contains a set of rules and regulations that help to ensure that advertisement content is genuine. Many sources state that ASCI is also developing disclosure guidelines for social media influencers who endorse items online. For the sake of consumers, the advertising regulator is developing rules based on international best practices to help online shoppers make informed judgments.
- The Draft Central Consumer Protection Authority (Prevention of Misleading Advertisements and Necessary Due Diligence for Endorsement of Advertisements):
The Ministry of Consumer Affairs released the Central Consumer Protection Authority (Prevention of Misleading Advertisements and Necessary Due Diligence for Advertisement Endorsement) in September 2020 to keep an eye on all types of endorsements and endorsers, regardless of the medium. Micro-influencers have been advertising for monetary and personal gain since the emergence of the influencer sector, ignoring the interests of the buying public.
To ensure compliance, the Ministry has made it mandatory to undertake due diligence on a product, or at the very least examine its facts, before endorsing or advertising it to ensure its authenticity and the public’s best interests. These guidelines have not yet been implemented, but they will be soon. Thus, social media influencers need to be aware of the requirements.
- The Consumer Protection Act, 2019 :
The Consumer Protection Act of 2019 was published in the Federal Register. The Act focuses on misleading ads and endorsements by celebrities, mainly social media influencers, among other things. Followers can sue an influencer for misleading advertising for up to INR 10 lakh. In cases where repeat offenders do not disclose that a company is paying them and knowingly lie about a product that is good but isn’t, they can be fined up to INR 50 lakh. It is the first law that stresses targeted advertising and marketing efforts through influencers, as the Ministry has long believed that advertisements by celebrities and other essential people might harm consumers.