On our latest episode of Generation Influencer, Nycole Hampton, Senior Director of Content and Engagement Marketing at GoodRx, shares her insights on the unique challenges for influencer marketing in the healthcare industry.
Nycole is a seasoned marketer with nearly 2 decades of experience across integrated brand marketing, social media, influencer and content marketing, working for brands including ALDI, American Airlines, Barefoot Wines, the NFL, Samsung and more. At her core, Nycole is a passionate storyteller, who specializes in evolving brand strategies to provide value, spark engagement, and have the power to drive conversion, growth and deeper brand affinity among customers. Her biggest superpower is breaking down silos to foster cross-team collaboration and holistic multi-channel strategies that meet customers where they are.
Our top 3 take-aways from our discussion with Nycole:
1) Leverage influencers and creators to fuel your content engine. Don't treat your influencer/creator campaigns as silo-activations only during key launch moments, but instead incorporate their voices throughout your entire marketing landscape.
2) UGC comes from your brand's biggest fans. UGC shouldn't be something you are paying for, it's content that your fans are creating that you didn't know they were going to create. "The essence of UGC and why it's so amazing is it's this unfiltered feedback, love, opinion of the brand."
3) A solid social foundation is critical to successful influencer programs. The teams that thrive in creating impactful influencer programs and campaigns are well-versed in content and channel marketing and the ever-changing rules and opportunities that crop up in digital marketing.
The full episode is available: