Influencer marketing has moved from "let's get a celebrity" to "let’s get a trusted expert who knows their stuff." And in the Medical Devices & Services sector, it’s booming like a TikTok trend gone viral.
With the global influencer marketing market expected to hit a whopping $32.55 billion in 2025, and with over 80% of marketers stating its effectiveness in modern digital marketing, it’s clear that something big is happening here. This surge isn't just about posting pretty pictures; it's about the tech behind the scenes, like AI and machine learning, optimizing everything from influencer discovery to campaign success.
What’s more, the game is shifting toward collaborations with healthcare professionals and patient advocates, people who build trust and credibility—something every healthcare brand knows is crucial.
But which brands are doing it best? In this article, we’ll spotlight the top medical devices and services influencer marketing campaigns that have successfully blended expertise, engagement, and innovation to make an impact in the industry.
- 1. Gaga's Migraine Moment: How Influencer Marketing Hit the Right Note for Pfizer"
- 2. Spinning Into Success: Blue Cross Blue Shield's Influencer-Powered Ride
- 3. Breaking the Silence: Elitone's Influencer-Led Campaign Humanizes Incontinence with Style
- 4. Influencing Health: A Winning Strategy for Women’s Health Awareness
- 5. Healing the Digital Divide: Leveraging Experts to Boost Visibility and Authority
- 6. Healing Hearts, One Post at a Time: Revamping Local Awareness Through Influencer Magic
- 6. Busting Asthma Myths: AstraZeneca & Amgen’s "Break The Cycle" Campaign
- Innovating Healthcare Marketing Through Influencer Collaborations
1. Gaga's Migraine Moment: How Influencer Marketing Hit the Right Note for Pfizer"
Lady Gaga’s migraine awareness campaign with Pfizer wasn’t just another celebrity endorsement – it was a masterclass in using star power to address a serious health issue. By pairing her personal experience with migraines and the brand’s migraine medication, Nurtec ODT, the campaign reached millions, sparked conversations, and undoubtedly gave migraine sufferers a voice they could relate to.
Here’s how the campaign hit all the right notes.
Strategic Execution
When Pfizer set out to raise awareness around migraines, they didn’t just tap a celebrity — they tapped the celebrity. But this wasn’t a fame-for-hire situation. Lady Gaga, a migraine sufferer herself, brought raw authenticity to the Nurtec ODT campaign, turning a medical message into a deeply personal story.
With millions already plugged into her every post, Gaga was the perfect bridge between awareness and action. She didn’t just endorse Nurtec — she opened up about her own struggles, offering a rare glimpse behind the glam. It wasn’t just relatable; it was reassuring. For fans quietly dealing with the same pain, it felt like someone finally got it.
Pfizer smartly kept the messaging consistent across platforms — from glossy TV spots to Gaga’s own Instagram feed — making sure the campaign stayed cohesive (and legally sound). The result? A branded message that didn’t feel like marketing, but more like a movement.
Impact and Reach
With Lady Gaga’s 55 million Instagram followers, the campaign didn’t just land; it soared. Her posts became a direct line to a vast audience, sparking widespread engagement. The campaign’s TV spot, coupled with social media amplification, reached both migraine sufferers and those who may have never considered the condition, adding critical visibility to the cause.
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Despite some fans voicing concerns about the “Big Pharma” connection, Pfizer and Lady Gaga tackled the criticism head-on. By focusing on Gaga’s authentic experience with Nurtec ODT, they shifted the conversation back to the value of migraine treatment rather than the potential corporate agenda.
2. Spinning Into Success: Blue Cross Blue Shield's Influencer-Powered Ride
Blue Cross Blue Shield of Massachusetts (BCBSMA) took a bold ride into influencer marketing with a campaign that made both waves and wheels spin. Partnering with Elevate Communications, BCBSMA aimed to raise awareness for its sponsorship of the Metro-Boston Bluebikes program, blending community health with the power of social media influence. And let's just say, the results are as smooth as a Bluebike ride around Fenway Park.
Strategic Execution: A Healthier Approach to Influencer Partnerships
The heart of this campaign was about timing, tailored content, and using the right influencers to hit the right notes. With 75 influencers on board, the campaign strategically timed influencer-driven events like Bluebike rides, pop-up spin classes, and PRIDE-themed bike rebranding around key cultural moments such as World Mental Health Day and Election Day.
This wasn’t just about cycling – it was about creating immersive experiences that aligned perfectly with the influencers’ personal brands. It’s like matching the right music to the right dance – every influencer’s content flowed seamlessly with BCBSMA’s messaging.
Key Success Metrics: Pedaling to New Heights
The campaign wasn't just a ride for fun; it was a full-on marketing marathon. With nearly 25 million influencer impressions and 185,079 engagements across 467 posts, BCBSMA didn't just show up – they showed out.
The campaign also earned a remarkable 36 million media impressions, ensuring that Blue Cross was the talk of the town. It’s like an influencer-fueled snowball effect, where every post generated more buzz than a caffeine-fueled spin class. The result? Massive brand awareness and a stronger connection with the Greater Boston community.
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3. Breaking the Silence: Elitone's Influencer-Led Campaign Humanizes Incontinence with Style
When it comes to incontinence, the conversation is often hushed and avoided. But Elitone, an external incontinence treatment device, teamed up with The Motherhood Agency to break that silence and raise awareness in a way that’s refreshingly open—and, dare we say, relatable.
The campaign aimed to normalize incontinence, educate women on Elitone's benefits, and—let's be real—make the subject a little less awkward. Spoiler alert: It worked.
Strategic Approach to Relatability:
The Motherhood Agency's approach was as savvy as it was compassionate. Instead of just picking influencers who could perform a product demo, they sought out mid-tier influencers with first-hand experience with postpartum incontinence. This wasn’t about celebrity glamour—it was about real women sharing real stories. With a carefully curated group of just six influencers, the campaign hit the sweet spot between authenticity and engagement.
Virtual briefings with Elitone’s founder gave the influencers the tools to truly understand the product. Once they received the device, they documented their experiences in day-in-the-life videos, showing how Elitone fit seamlessly into activities like working out, doing the dishes, and running around after kids. The content wasn’t just informative—it was human.
Execution Across Platforms:
The campaign hit all the right social media notes with Instagram Reels, Facebook Reels, YouTube Shorts, and TikTok, platforms where audiences flock for authentic, easily digestible content. By sharing relatable moments of daily life, the influencers made Elitone’s discreetness and ease of use seem as natural as breathing—which, ironically, is something that’s often taken for granted when discussing health issues like incontinence.
@elitone1 All it takes is 20 minutes a day for a lifetime of freedom. Just wear Elitone discreetly under your clothes for 20 minutes a day, and watch your bladder and pelvic health improve. See how it works at elitone.com 💙 #stressincontinence #weakbladder #fyp #pelvicfloorexercises#exercisesforwomen #momlife #momtok #windingdown ♬ original sound - Elitone | Kegel Exerciser
But they didn’t stop there. The Motherhood Agency knew amplification was key. By boosting posts on Meta platforms and targeting women aged 35-64, the campaign reached its audience where they were already engaged, building momentum and extending its reach.
Impressive Metrics, Even More Impressive Impact:
The results were nothing short of stellar. With 27 unique pieces of content and nearly 83,000 video views, Elitone's campaign managed to spark a conversation—one that actually resonated. The influencer-generated content led to over 14,000 clicks to Elitone’s website, with click-through rates well above industry standards. And with more than a million impressions, it’s safe to say that this wasn’t just a whisper; it was a full-fledged, engaging dialogue about a previously taboo topic.
But the most impressive numbers? The engagement rates. They exceeded industry averages across every platform, proving that authenticity wins over marketing fluff every single time. And the best part? The feedback was overwhelmingly positive, with women expressing gratitude for normalizing the conversation around incontinence.
4. Influencing Health: A Winning Strategy for Women’s Health Awareness
When it comes to building brand awareness in the highly competitive healthcare market, sometimes you need more than just traditional ads — you need an army of relatable influencers to speak directly to your audience. That’s exactly what the campaign "Building Brand Awareness With Healthcare Influencer Marketing" achieved, blending influencer authenticity with strategic healthcare messaging.
Campaign Brief & Strategic Execution:
The goal was clear: amplify brand awareness for a regional nonprofit integrated health system’s women’s health services.
GRADIANT, in partnership with Goodway Group and Open Influence, targeted the one place where their audience was already seeking health information — social media. With a team of 12 local influencers on Instagram and TikTok, they highlighted crucial themes like breast cancer awareness, heart health, mammograms, and prenatal care.
Talk about being timely — the campaign ran from September 2023 to June 2024, hitting health observance months while engaging audiences with health topics that matter most.
Strategic Approach Breakdown:
Rather than casting a wide (and likely ineffective) net, the campaign zeroed in on a specific — and smart — audience: women actively looking for trustworthy, digestible health info. And where are they scrolling for that kind of content? Instagram and TikTok, of course.
From eye-catching Reels to bite-sized TikToks and carousel posts packed with value, the content mix hit that sweet spot between informative and engaging. But what really gave the campaign its heart was the influencer selection. GRADIANT and its partners chose local voices — creators who weren’t just content machines but actual members of the community. That added layer of authenticity made the message land harder, especially when talking about high-stakes topics like breast cancer, prenatal care, and heart health.
The Campaign’s Impact:
The numbers speak volumes. Over 23,000 new website visits were directly attributed to the campaign, proving that influencer-driven content can drive real results. And for those wondering about engagement, the campaign saw a 23.33% higher engaged session rate for influencer content compared to other paid media campaigns.
This is where influencer marketing pulls ahead of standard digital ads — it’s not just about getting eyes on the content; it’s about getting them to interact. With 462,000 engagements from paid social media campaigns alone, the buzz was undeniably real.
Beyond the clicks and likes, the campaign struck a chord by delivering content that resonated with the target audience. In a world where healthcare can often feel impersonal, the influencers provided a much-needed human touch — from reminders about breast care to promoting same-day and virtual visits.
5. Healing the Digital Divide: Leveraging Experts to Boost Visibility and Authority
In the highly competitive world of healthcare, standing out isn't just about offering excellent care; it's about making sure patients can find you when they need help the most. Modern Orthopaedics of New Jersey (MONJ) took a smart and strategic leap by teaming up with Intrepy Healthcare Marketing to enhance their digital footprint. Their secret weapon? Medical experts – in this case, their very own surgeons.
Strategic Execution: A Laser-Focused Approach
MONJ's goal was clear: dominate the digital space and cement their surgeons as the go-to experts in specific orthopedic specialties like hand, wrist, elbow, and shoulder conditions. The execution was nothing short of a symphony.
Intrepy employed an omnichannel strategy that involved a well-balanced mix of medical SEO, content restructuring, and targeted digital advertising. This approach wasn’t just about creating content; it was about making that content visible and authoritative – something MONJ's specialists could easily provide with their deep knowledge and experience.
Micro-Influencer Magic: Authenticity Meets Expertise
Rather than relying on generic influencers, MONJ chose to amplify the voices of their own surgeons. By tapping into the authority of medical professionals who genuinely specialize in hand, wrist, and shoulder conditions, MONJ was able to create content that didn’t just speak to patients but resonated with them.
These surgeons weren’t just selling services – they were educating their audience, creating trust, and positioning themselves as the experts patients could turn to for reliable, specialized care.
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Results That Speak for Themselves
What did all this effort yield? A 51% increase in website traffic and a 59% boost in search rankings for high-value keywords like “hand surgeon” and “shoulder surgeon Wayne NJ.” To put it in perspective, that’s the digital equivalent of winning a local race and then taking the podium at a national competition.
The surge in both visibility and patient engagement confirms the campaign’s success. MONJ’s website wasn’t just getting more visits – it was getting the right visits, from those seeking expert care.
6. Healing Hearts, One Post at a Time: Revamping Local Awareness Through Influencer Magic
In November 2023, Faith Wachter Consulting (FWC) hit the nail on the head with an influencer marketing campaign for Alexandria Massage Therapy and Wellness Center. Their mission? To turn the wellness center into the go-to place for anyone seeking stress relief, relaxation, and self-care in Old Town Alexandria.
But how did they do it? By harnessing the power of micro-influencer marketing—those unsung heroes who might not have millions of followers, but have hyper-engaged, niche audiences that make all the difference.
Campaign Brief and Strategic Approach: The Power of Local Influence
FWC's strategy was simple but effective: go hyper-local. Partnering with micro-influencers whose content aligned with the wellness center’s vibe, FWC ensured a laser-focused campaign aimed at reaching people who could actually book appointments (talk about ROI!).
Enter Heather from CalmingConnectionWellness, the self-care advocate, and Rachel from DCDimsumGirl, an orthopedic nurse, runner, and local foodie. Both influencers were strategically chosen for their relevance to the wellness and health community in the Alexandria area.
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These influencers shared their personal experiences with the wellness center’s services on Instagram, using reels and carousel posts to capture the essence of relaxation and stress relief. They delivered authentic content that resonated deeply with their audiences.
Strategic Approach Highlights:
- Hyper-local micro-influencer selection: Choosing influencers with audiences in the Alexandria area ensured the campaign’s messaging hit close to home—literally.
- Content that resonates: Stress management, relaxation, and holistic wellness were at the forefront of posts, perfectly matching the brand's messaging.
- Instagram reels and carousels: These tools helped create engaging, shareable content that sparked interest and boosted visibility.
The Results: A Relaxing Surge in Engagement
The results? A clear success. Not only did profile visits soar, reaching almost 1,000, but the campaign also led to new bookings. That means it wasn’t just likes and comments—it was real-world business impact. The warm leads generated from the campaign demonstrated a genuine curiosity, transitioning digital engagement into tangible patient appointments.
6. Busting Asthma Myths: AstraZeneca & Amgen’s "Break The Cycle" Campaign
When it comes to raising awareness about a chronic condition like asthma, it’s not just about stats and facts – it’s about breaking the cycle of misinformation, stigma, and misunderstandings that often cloud the conversation.
AstraZeneca and Amgen’s Break The Cycle campaign did just that, with a powerful mix of influencer-driven content, professional insights, and a focus on patient empowerment. And let’s face it, if this campaign were a rescue inhaler, it would definitely get a thumbs up for effectiveness.
Strategic Approach: Personal Touch Meets Professional Insight
The brilliance of this campaign lies in its ability to humanize asthma, transforming it from an abstract health issue into a lived reality for many. With E! host Nina Parker, who has firsthand experience with asthma, leading the charge, the campaign resonated with individuals who often feel invisible in the face of a health condition that isn’t always visible.
Nina’s candid discussions about asthma’s stigma and misinformation were a breath of fresh air (pun intended).
But the collaboration didn’t stop there. The campaign also tapped into the credibility of medical professionals like Dr. Jen Caudle and Dr. Cedric Rutland, both of whom used their platforms to offer valuable insights while promoting the campaign’s risk questionnaire. This strategic combination of relatable influencers and medical experts created a trustworthy, well-rounded approach to educating the public.
Influencer-Driven Success: Authenticity Is Key
Nina Parker’s role as the face of the campaign wasn’t just about star power – it was about sharing an authentic experience. In an age where authenticity is more valuable than a gold-plated inhaler, Nina’s willingness to speak out about her struggles with asthma helped normalize the condition and fostered a sense of community. Meanwhile, Dr. Caudle and Dr. Rutland anchored the campaign with their professional expertise, providing much-needed medical authority.
Together, these experts and social media voices didn’t just post about asthma; they shared personal stories, practical resources, and most importantly, they made people feel heard and supported. The inclusion of an asthma risk questionnaire was a smart move, giving individuals a tangible way to engage with the campaign and assess their own asthma control.
Strategic Platforms: Where the Action Happened
From Facebook and TikTok to Instagram, the campaign was everywhere it needed to be. TikTok’s engaging, short-form videos showed real patients dealing with asthma, while Instagram’s more curated space allowed for deeper conversations and professional insights. The website, with its dedicated asthma risk questionnaire, served as the perfect tool to drive further engagement and connect patients with necessary resources.
Innovating Healthcare Marketing Through Influencer Collaborations
The key to success in healthcare influencer marketing lies in authenticity, strategic partnerships, and timing. Brands that embrace tech advancements like AI and micro-influencer collaborations can drive real engagement and foster trust.
The trend of partnering with healthcare professionals is booming, and future campaigns will continue to push boundaries. As the industry evolves, brands should innovate, experiment, and leverage influencer authenticity to amplify their messages and reach new audiences.
