Influencer marketing is generating a lot of attention. Unfortunately, there seems to be a lot of activity but the little strategy behind the marketing. Oh, and let me be clear before going much further, that I do not mean hiring celebrities to be the spokesperson for the provider's B2C marketing. Hiring a celebrity to be the spokesperson for the hospital or health system can be an expensive and risky proposition. Not everyone in the entertainment segment or sport they represent may have a large enough following in your market. What is influencer marketing? Simply put, a person of influence can affect action. Fans, friends, and followers are meaningless; it’s not about going after the most famous person. It’s about finding the influencer who can best move your audience to take action that brings benefit to you and them. An influencer may be an industry expert. It may be someone internally. Think of influencer marketing as a relationship that co-creates meani...