Influencer Marketing

Situation: Moichor had very little social media presence on all of the platforms (Facebook, Instagram, LinkedIn, and TikTok), all of which were barely used. Veterinarians tend to skew older and read more content via email from official organizations like the American Animal Hospital Association, Independent Veterinary Practitioners Association, etc.. To send an email blast through these organizations, it usually costs around $3,000 to $7,500. We needed a way to not only reach veterinarians cheaper but also catch younger veterinarians’ attention.

Social media sounds like the natural answer, but when your company provides animal diagnostics technology and services, onboarding an influencer is a lot more complicated than sending a shirt, a watch, or another object.

Task: I needed to find social media influencers who would broadcast Moichor’s services for cheap.

Action: I assigned a junior marketing associate to pull all of our veterinarian contacts from HubSpot and attempt to find them on Instagram and TikTok. It was important that I located existing customers since Moichor’s platform and services required existing knowledge. Once the junior marketing associate found veterinarians who were on IG or TikTok, I made a shortlist of influencers that had a big enough social presence and then presented those names to our Heads of Clinical Medicine and Pathology to make sure they passed the legitimacy test that is needed in human and animal medicine.

From there, I approached two influencers who already used Moichor but had never been leveraged for social media assets: Dr. Rachel Siu and Dr. Trent Shrader.

Once both influencers agreed to highlight Moichor’s services, I assigned Moichor’s Heads of Sales, Clinical, and the CEO to identify diagnostic tests we wanted to sell.

Once leadership provided this information to me, I presented these tests to Drs. Siu and Shrader, and I worked with them to develop stories and content that captured these tests in action almost exclusively in video format. Before posting, I ran these videos by our Head of Clinical and Pathology to make sure that sampling methods and other script was medically and scientifically accurate. Only after this verification process would the influencers be able to post.

I also had a referral link set up in their Linktree so we could track their effectiveness.

Result: I can’t disclose Moichor’s customer acquisition cost (CAC) or how much either doctor was paid, but I can tell you that our CAC using influencer marketing was a fifth of what we had been receiving via association email blasts. In addition, both doctors received free tests for those used in social media production, and they also received a Moichor credit towards other services. I leveraged existing Moichor services at a fraction of what cash would otherwise have cost, and all parties were satisfied.