In healthcare, trust is earned one conversation at a time. Yet as more people turn to social media for health information, those conversations increasingly happen in public and not always in the right hands.
According to NORC at the University of Chicago, 60% of U.S. adults look to social media for health information, and 69% of prescribers say patients request medications they’ve seen online.1 At the same time, misinformation is widespread: roughly half of top TikTok health videos evaluated in recent studies contained inaccuracies2, and 43% of social posts about vaccines were found to include misleading information.3
This environment demands more than traditional marketing. It calls for credibility, compliance and a human touch, all qualities that define the Voronyx approach. Our influencer marketing framework is built around one principle: trust needs to be earned.
Depth Over Follower Count
We believe that searching for advocates and influencers in healthcare isn’t about scale, it’s about substance. While 86% of people trust doctors most, peers and health advocates now rank nearly as high in influence.4 That’s why we focus on finding credible voices within patient and professional communities who have earned that trust authentically.
Our team manually reviews every potential partner for:
- Content quality and accuracy
- Audience engagement and sentiment
- Brand safety and prior partnerships
- Values alignment and advocacy history
For physician influencers, we extend screening to include publications, affiliations and existing pharma relationships. We’ve reviewed and vetting thousands of patient advocates and physician influencers and use this experience to guide clients towards those who can be effective partners to meet your goals.
Where Compliance Meets Creativity
Before engaging any influencer, we work closely with clients to understand therapeutic nuances, patient sentiment and MLR requirements. From there, we build a strategic roadmap to align each creator with campaign goals, audience insights and measurable outcomes.
The strategy phase often includes a listening session or advisory board, bringing patient and HCP influencers into the process early. Their input shapes creative direction and helps ensure messaging reflects lived experience, not assumptions.
Early collaboration with MLR partners also streamlines approval and keeps campaigns compliant without slowing them down.
Turning Plans Into Partnerships
Once strategy and partner selection are approved, activation begins with relationship building and respect. We recommend the first outreach comes from the client side for authenticity, and then Voronyx manages contracting, onboarding and coordination.
We host a live training session with each influencer to review creative briefs, compliance expectations and regulatory guidelines. Content is reviewed and refined before submission to MLR. Once approved, we oversee publication, paid amplification and comment monitoring, providing real-time updates and post-campaign performance reporting.
The result is a transparent, well-governed process that protects both the brand and the creator while delivering meaningful engagement.
The Voronyx Difference
Many agencies can talk about compliance. Few have lived it. Our founder, Missy Voronyak, built Voronyx as a consultancy that merges patient experience, regulatory fluency and creative empathy.
Having once been an influencer herself, she designed our methods to protect the client, the message and the messenger. For healthcare marketers navigating an increasingly regulated FDA environment, it’s more crucial than ever to partner with experts who can build trust with both your legal team and influencers alike.
Reach out to learn more about working with our team.
