The Healthcare Marketing Hack Every Pharma Brand Needs to Know

Pinterest is a goldmine for marketers, so why don’t we talk about it more?

As a marketer, when you search for Pinterest stats, you typically see a lot about shopping behaviors and “planning projects.” As a healthcare marketer, you might think this isn’t the place for you, you’re not selling a product. And as a healthcare marketer, you also know that pharma is blocked from advertising on Pinterest so obviously it’s just not worth it, right? Wrong.

If you dive deeper into Pinterest usage stats,* you’ll see that it is a rich source for inspiration overall—70% of users claim that Pinterest is where they go to find new products, ideas, or services they can trust. Not only that, but 8 in 10 Pinterest users say the platform makes them feel positive. Well, isn’t that all we want for our healthcare brands? To find a positive and inspired audience?

But are potential patients on Pinterest? Pinterest has 431 million active users, and we can infer that many are potential patients. Additionally, 38% of Pinterest users are between the ages of 50 and 64, representing the largest age demographic on the platform and the sweet spot age group for so many potential pharma customers.

A Workaround to Pharma’s Pinterest Restriction

Again, we run into the problem of Pinterest being a restricted platform for pharma. And that is where influencers come in, our person(s) of the hour. Organic influencer content is allowed for pharma brands! So, your branded, or unbranded, message can make its way onto Pinterest via an authentic voice. The policy does not allow for paid promotion of the content. So now you might be thinking, “that’s nice but it’s not worth the spend if it’s only organic since many influencers that are right for a healthcare brand likely don’t have a large following.”

The beauty of Pinterest is that follower count doesn’t matter because each pin goes out into the Pinterest universe and the algorithm runs its magic. During a recent campaign for a healthcare brand at imre, one pin from a Pinterest influencer received 750k+ impressions from an influencer with only 22k followers. Basically, there is a whitespace on Pinterest held in reserve for pharma brands who aren’t taking advantage of it. Do you still think you need paid media to be able to get your brand message widely spread across Pinterest?

There you have it. Pinterest is where it [could be] at for pharma brands, with this simple hack via influencer marketing.

*Note: Pinterest usage stats sourced from SproutSocial.

  • Masha Snitkovsky

    Masha Snitkovsky is Vice President, Influencer Marketing at imre. Masha spearheads the imre Influencer marketing team. As a digital storyteller, Masha is committed to leveraging data to uncover consumer truths and insights to create thumb-stopping content that resonates. She has crafted global influencer programs, CSR campaigns, product launches, and much more across brands.


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