The rise of the lay health influencer
Niki Papaioannou, founder of Niki Inc., a Toronto-based publicity firm, describes the rise of medical influencers (1,143 words, 5.5 minutes)
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A highlight of the 16th Annual National Pharmaceutical Congress (NPC), held in Mississauga, Ont. on Nov. 2, was the session on “Diverse Voices” regarding the importance of an inclusive approach in the pharma industry. The session was presented by Specialty Health Network by Shoppers Drug Mart. During the first six weeks of 2023, NPC Healthbiz Weekly will summarize each of the presentations by the “Diverse Voices” panel. Here is the fourth instalment.
Social media is now present in every aspect of life. Influencers seem to have become as well-known as celebrities and can determine consumer habits. While most probably influence decisions regarding fashion or energy drinks, medical influencers have gained much traction. During her 16th Annual National Pharmaceutical Congress presentation, Niki Papaioannou said social media and the health sciences are probably more connected than ever.
Papaioannou said she used to be wary of influencers, but the Covid-19 pandemic has changed her view. She now represents many medical influencers who, in her words, are delivering a powerful message that isn’t always found in mainstream media. She says that some of these medical influencers are doctors and gave her a lot of comfort during the early days of the pandemic. “I was no longer afraid of a virus because I had the right information from the right doctors.”
Papaioannou mentioned some specific cases of physicians who became medical influencers, whether they intended to or not. For example, she talked about Dr. Lucy McBride, a Washington, D.C. -based doctor featured on CNN who now has over 20,000 subscribers. Dr. McBride started with a database and a Facebook live transmission, but her message was compelling enough to captivate a loyal audience. Papaioannou said that some local doctors, such as Toronto-based dermatologist Russell Wong, are also active content creators. She believes that social media and the onset of medical influencers made physicians more easily accessible.
Papaioannou said that before the rise of health influencers, there was a barrier between the public and medical professionals. Patients had to book appointments to ask questions or learn more about specific conditions. Because of social media, that barrier is coming down, and patients can ask these doctors anything. “And at the same time, we heard about hospitals shutting down because they’re overwhelmed, but I can tell you that doctors are accessible if you know where to look.”
Papaioannou says that the Covid-19 pandemic pushed doctors to become more vocal. She never imagined she would be representing doctors—she was used to working with actors and people directly involved in the media. During the pandemic, she realized that the media were more interested in physicians than ever. She said physicians are now among her busiest clients. “Doctors have now opened up a two-way communication path on social media, and I don’t think this is a door that will close. I think it’s just how the world is changing,” she said. “And this is a cool conversation.”
THIS WEEK 01/31/23
TheracosBio announced that the U.S. FDA has approved Brenzavvy (bexagliflozin), an oral sodium-glucose cotransporter 2 inhibitor, for treating type 2 diabetes in adult patients.
Lupin Pharma Canada launched Intrarosa (prasterone vaginal ovules) to treat postmenopausal vulvovaginal atrophy.
The Committee for Medicinal Products for Human Use of the European Medicines Agency has recommended the approval of Bristol Myers Squibb’s Sotyktu (deucravacitinib) for the treatment of moderate-to-severe plaque psoriasis in adults.
The U.S. FDA has approved Merck’s Keytruda (pembrolizumab), an anti-PD-1 therapy, for treating adults with stage IB, II, or IIIA non-small cell lung cancer after surgical resection and platinum-based chemotherapy.
LISTEN NOW
In season eight of the NPC Podcast, Angelina Brathwaite, Senior Client Partner, Diversity, Inclusion and Belonging Leader for the Americas at Brunel, talks about women’s leadership in the pharma industry, community advocacy, and the tangible takeaways of formal education. Hear her in conversation with podcast hosts Mitch Shannon, Jim Shea and Mark McElwain.
CANADIAN HEALTHCARE MARKETING HALL OF FAME
The Canadian Healthcare Marketing Hall of Fame awards were established in 2002 to honour healthcare marketers who have contributed to our vocation and inspired others.
More than 100 honourees have been selected during the past 18 years. In the selection committee’s view, they represent a cross-section of the qualities that make our business unique and fulfilling. NPC Healthbiz Weekly will acknowledge one past Hall of Fame Honoree each week.
2022 Inductee
Ross Glover
Oakville, Ont.
Ross Glover, General Manager at Taiho Pharma Canada Inc, believes that building a solid company culture is essential to success in the pharmaceutical industry. According to Glover, some decisions in the industry can be unexpected when Pharma executives deal with diverse players, from insurance companies to the government. It’s essential to establish the company’s identity and how it will react to the unexpected, he says. “At Taiho Pharma, for example, we say we will support each other at all times and have the courage to say what needs to be said. If we face difficult situations, we will rely on each other and move on together. We will be resilient and find an agreeable direction. We will use our passion for this business to do these things in a timely fashion and together as a team.”
His Pharma career started 33 years ago. After he graduated with a Bachelor’s in Biology, he started working on the Canadian/Alaskan border as a King Crab fisher. “While I was out there, I got a ship-to-shore radio call, and it was from a recruiter in Montreal who had found my number on the ship through my mother. He was calling me for an interview for a pharmaceutical job in Montreal,” he says. He asked the recruiter to explain the job to him because he didn’t know anything about the pharmaceutical industry. The explanation intrigued him, and Glover ended up at the recruiter’s office in Montreal two weeks later. “I thought: ‘Well, I’ll try this pharmaceutical job to see how it goes. And if it’s good, I’ll stay; if it’s not, I’ll go back and work on the ocean for a while.’ Many years later, I’m still here.”
Glover is passionate about the work he does. He finds motivation in teamwork and building relationships. Knowing that his team will face challenges and celebrating accomplishments together is priceless. “My favourite part of working in this industry is the people I’ve met and the relationships I’ve formed throughout my career. I have a lot of very good friends and best friends, and we like to work together in this industry and work across all lines. I enjoy that, and I enjoy building teams and the common goals that we share.”
Being inducted into the Canadian Healthcare Marketing Hall of Fame means much to Glover. He says he respects and admires many past inductees and feels honoured to be listed among those names. Additionally, he says that being recognized by his peers as someone who has contributed to the industry in a meaningful way is humbling. “It means a lot to be recognized by people who understand what we do, how difficult it can be, and how relevant our successes are.”
NEXT WEEK
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