Start by paying attention to the people and organizations already talking about your brand. If former patients are sharing positive experiences on blogs and social media accounts, it’s easier to develop influencer relationships organically. You can also reach out to “bigger names.” Social listening tools BuzzSumo and Keyhole are great for finding the top influencers for specific hashtags, keywords, and subjects. Platforms like WEGO health, a networking platform for influencers and healthcare brands, are also popping up.
Remember, popularity doesn’t necessarily equal influence. It might be better to partner with a knowledgeable, well-connected influencer with 10,000 Twitter followers than a celebrity with 1 million. You have to take into account how well their audience fits with the message you want to convey.