As more people look for ways to be healthier or seek knowledge about medical ailments (especially in countries lacking universal health care) medical creators have stepped up, providing their knowledge to viewers and a new conduit through which brands can connect with potential customers.A recent Pew Research study revealed that 41% of health and wellness influencers say they have medical professional backgrounds, with 17% of them working in conventional medicine.
Though this type of creator gained popularity during the COVID pandemic, Brad Hoos, CEO of influencer marketing agency Outloud Group, told Digiday he’s anecdotally seen immense growth in the space in the last 18 to 24 months as audiences now prioritize trust differently and health “has become culture.”
Joanna Campbell, vp of influencer and social media digital marketing agency MKD (which trademarked the term “phys-influencer” in 2021), told Digiday that the rise of health and wellness influencers “acting like doctors” has created a demand for actual experts.
“Physicians feel the need to have a louder voice right now,” Campbell said, who added that an aesthetics brand worked with a “phys-influencer” to earn 2.7 million impressions.
