Micro-influencers with a major platform: Are they the next big thing in pharma marketing?

Nicole DeFeudis

Editor

Damian Washington didn’t want to be “the MS guy.”

He was a lifelong performer — he booked his first commercial at 15 promoting Captain Crunch cereal — and a funny guy with a YouTube channel full of clever videos. The only problem? He wasn’t getting a lot of views.

Until one day in May 2017. That’s when he filmed his experience at an infusion center getting Genentech’s then-new multiple sclerosis treatment Ocrevus. Suddenly, the self-proclaimed nerd with a degree from Middlebury College was getting hits.

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Micro-influencers with a major platform: Are they the next big thing in pharma marketing?

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