Pharmaceutical influencers on Instagram and their communication during the Covid-19 pandemic crisis

Abstract

Today, thanks to the consolidation of Internet, users have access to many sources of information on health issues. On social networks, there are profiles of health professionals who share content that generates credibility when published by specialists who are knowledgeable in the sector. These profiles include pharmaceutical professionals who disseminate and create content based on scientific knowledge. Pharmaceutical influencers on Instagram have an informative role on health, nutrition and cosmetic dermatology issues. This research aims to learn about the communication management of these influencers during the Coronavirus crisis in Spain and how they have modified their habitual discourse, as well as seeking to identify the formats of their publications that generate greater engagement and conversions among their followers.