Skip to content 
Search

Latest Stories

TikTok patient influencers are paid by pharma companies to promote drugs, reveals study

The study found that 51 per cent of respondents mostly or completely trusted patient influencers, whereas only 14 per cent trusted lifestyle influencers

TikTok patient influencers are paid by pharma companies to promote drugs, reveals study

A recently released study has discovered that many patient influencers give prescription drug advice to their followers without disclosing their relationships with pharmaceutical companies.

This practice raises concerns about their influence on patients and doctors' prescribing habits.


The study's author, Erin Willis, suggests the need to understand the impact of patient influencers' content.

Recently, a TikTok handle has been promoting Wegovy, a prescription drug used for weight loss, and demonstrating how to inject it in a video. She is a patient influencer with no medical training, sharing her personal experience with her followers, The Guardian reported.

A 2020 survey conducted by Wego, a significant patient influencer agency, revealed that patient influencers are considered trustworthy by their audiences, as they often share personal and vulnerable stories about their health conditions.

The survey found that 51 per cent of respondents mostly or completely trusted patient influencers, whereas only 14 per cent trusted lifestyle influencers.

These influencers can earn a few hundred to a few thousand dollars for each social media post promoting a health product or service, depending on their online following and the health condition they focus on, according to Amrita Bhowmick, chief community officer at Health Union. Health Union acquired Wego in 2021.

Health Union recruits and approves influencers based on their existing online presence or participation in Health Union's message boards for specific medical conditions.

The company claims to work with its influencers to ensure they follow best practices and rules, but there is currently no way to verify if influencers are on a drug company's payroll and subject to regulation.

According to Willis, there is no published data on the size of the patient influencer industry, but it appears to be rapidly expanding.

Medical advertising agencies typically do not discuss their use of patient influencers, but Willis says that this is a strategy that pharmaceutical companies have found to be effective.

At a pharmaceutical marketing conference last summer, Willis asked the audience if they used patient influencers, and almost everyone in the room raised their hands.

Patient influencers are effective because they can push messaging beyond what is allowed on traditional media such as TV, which is closely scrutinised by regulators.

According to Willis, patient influencing is an "interactive form of advertising" that is difficult to regulate.

Willis's study found that all 26 patient influencers she spoke to saw themselves as experts and aimed to raise awareness through their own experiences. However, some discussed medications they hadn't taken, and many gave advice over private messages.

Willis is concerned about less visible content, such as short-form and disappearing videos, and the lack of disclosure about relationships with pharmaceutical companies.

With a vast number of patient influencers – Health Union alone boasts a network of “over 100,000 patient leaders” – it is unclear how many are providing unvetted medical advice or making money without proper disclosure.

Willis believes the lack of research on the patient influencer industry is a major problem, and it's difficult to conduct research because people are hesitant to talk about it.

Advertising professionals are bound by NDAs, and the influencers themselves are often unwilling to discuss their relationships with companies.

Willis questions why there isn't more transparency if there's nothing wrong with the practice.

More For You

Asian-inspired garden earns
five awards at Hampton Court

(From left) Malcolm Anderson (RHS, head of sustainability) Clare Matterson (RHS director general), Lorraine Bishton (Subaru UK and Ireland, managing director) Andrew Ball (director, Big Fish Landscapes) Mike McMahon and Jewlsy Mathews with the medals

Asian-inspired garden earns five awards at Hampton Court

BRITISH Asians are being encouraged to take up gardening by a couple who have won a record five medals at the Royal Horticultural Society’s Hampton Court Palace Garden Festival.

“It’s a contemporary reimagining of a traditional walled garden, highlighting the British and Irish rainforests,” said Jewlsy Mathews, who was born in Britain of parents from Kerala, a southern Indian state known for its lush vegetation.

Keep ReadingShow less
uk weather

Amber heat health alerts have been issued across several regions of England

iStock

England faces widespread heat alerts and hosepipe bans amid rising temperatures

Highlights:

  • Amber heat health alerts in place for large parts of England
  • Hosepipe bans announced in Yorkshire, Kent and Sussex
  • Temperatures could reach 33°C over the weekend
  • Health risks rise, especially for elderly and vulnerable groups

Heat warnings in effect as UK braces for another hot weekend

Amber heat health alerts have been issued across several regions of England, with temperatures expected to climb to 33°C in some areas over the weekend. The UK Health Security Agency (UKHSA) activated the warning at 12 pm on Friday, with it set to remain in place until 9 am on Monday.

The alerts cover the East Midlands, West Midlands, south-east, south-west, East of England, and London. Additional yellow alerts were issued for the north-east, north-west, and Yorkshire and the Humber, starting from midday Friday.

Keep ReadingShow less
Essex ladybird invasion

One of the largest gatherings was filmed on a beach at Point Clear

Dee-anne Markiewicz / SWNS

Swarms of ladybirds invade Essex coastline amid soaring temperatures

Highlights:

  • Ladybird swarms reported across Essex and Suffolk coastal towns
  • Hot weather likely driving the sudden surge in population
  • Sightings include Point Clear, Shoebury, Clacton and Felixstowe
  • Similar outbreaks occurred in 1976 during another hot UK summer

Sudden surge in ladybird numbers across the southeast

Millions of ladybirds have been spotted swarming towns and villages along the Essex coast, with similar sightings stretching into Suffolk. Residents have reported unusually high numbers of the red and black-spotted insects, particularly near coastal areas, with the recent hot weather believed to be a major contributing factor.

One of the largest gatherings was filmed on a beach at Point Clear, a village near St Osyth in Essex, where the insects could be seen piling on top of each other on driftwood and plants.

Keep ReadingShow less
Kapil Sharma

Kapil Sharma’s Canada cafe shot at days after opening

Instagram/ginnichatrath

Kapil Sharma’s Canadian café targeted in shooting, Khalistani terrorist cites mockery of Nihang Sikhs as motive

Highlights:

  • Shots were fired at Kap’s Café in Surrey, Canada, owned by comedian Kapil Sharma, just days after its opening.
  • Khalistani extremist Harjit Singh Laddi, linked to banned group BKI, claimed responsibility.
  • The motive cited was an old comedy segment from The Kapil Sharma Show that allegedly mocked Nihang Sikhs.
  • No injuries were reported; Canadian authorities are investigating the incident.

Comedian Kapil Sharma’s recently launched Kap’s Café in Surrey, British Columbia, was the target of a shooting in the early hours of 10 July. Though no one was harmed, the property sustained significant damage. A known Khalistani extremist, Harjit Singh Laddi, has claimed responsibility for the attack, citing perceived religious disrespect on The Kapil Sharma Show.

 Kap\u2019s Cafe in Surrey  Kap’s Cafe in Surrey was struck by gunfire late at night with staff still insideInstagram/thekapscafe_

Keep ReadingShow less
Police probe hate crime over migrant effigies bonfire in Northern Ireland

Models depicting migrants wearing life jackets in a small boat alongside two banners reading 'Stop the boats' and 'Veterans before refugees' are displayed on top a bonfire in Moygashel, Northern Ireland, on July 9, 2025. (Photo by PETER MURPHY/AFP via Getty Images)

Police probe hate crime over migrant effigies bonfire in Northern Ireland

POLICE in Northern Ireland have launched a hate crime investigation after a bonfire topped with effigies of migrants in a boat was set alight in the village of Moygashel, County Tyrone.

The incident, which took place on Thursday (10) night, has drawn widespread condemnation from political leaders, church officials, and human rights groups.

Keep ReadingShow less