Influencers 101: Best Practices and Practical Approaches

Wednesday, July 19, 2023: 4:00 PM-5:30 PM
Grand Hall East - C/D (Hyatt Regency Downtown Atlanta)
Influencers are a popular tactic for commercial marketers and interest in working with them for public education campaigns is rising, but there are limited resources available for public health practitioners who are interested in starting an influencer program that will advance public health. This session will address common questions and provide guidance for how to plan, implement, and measure an influencer program for public health. To help take the lessons from theory to practice, the speakers will engage the audience in developing an example influencer campaign, reinforcing core concepts from each speaker’s presentation. Speakers will include health communications specialists and researchers from FDA and its advertising agencies who draw on 9 years of experience integrating influencer programs into youth tobacco prevention campaigns. The session will also feature an influencer who can speak to the process from their own perspective. Copies of FDA’s recently published resource, Influencers 101: Best Practices and Practical Approaches, will also be available at the session.

Measuring your Influencer Program
Merrybelle Guo, MPH, U.S. Food and Drug Administration

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