#196 - Healthcare Influencer Strategy Built on Trust

If your healthcare brand still treats influencer marketing like a one-off promotion, you are missing the real opportunity.

In this episode, Ashley Petrochenko Cardinal's VP of Brand Marketing sits down with Ella McMahan, Director of Brand Marketing at Spring Fertility, to unpack what it actually takes to build an influencer program in a highly sensitive, high-consideration healthcare space. With six years leading brand at a leading fertility clinic and a background in women's consumer brands, Ella shares how to turn influencers into trust builders, not short-term conversion plays. In an industry where patients crave authenticity and community, this strategy can reshape how your brand shows up.

You will learn:

• How to evaluate if your marketing mix is ready for influencers

• Why healthcare influencer ROI requires a long-term mindset

• How to give creators freedom without losing brand control

• Ways to activate real-world events that deepen patient trust

If you've been curious about influencer marketing but unsure where it fits, this conversation will help.

RELATED RESOURCES

Connect with Ella - https://www.linkedin.com/in/ellamcmahan/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

Performance Creative: The Key to Paid Media Success - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/

How Influencer Marketing is Changing Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/how-influencer-marketing-is-changing-healthcare/