Now on Demand: Influencer and Content Marketing

Now on Demand: Influencer and Content Marketing

Click Here to View Manatt’s Recent Webinar Free, on Demand—and Here to Download a Free Copy of the Presentation. Discover How Healthcare Organizations Can Harness the Power—and Avoid the Pitfalls—of Influencer Marketing and Native Advertising.

More than 93 million Americans—80% of Internet users—have searched online for a health-related topic.¹ In response, healthcare companies are expected to spend $1 billion online over the next five years.² Increasingly, healthcare marketers are implementing new approaches—such as influencer marketing and native advertising—to connect more effectively with their audiences.

As powerful as these new marketing options are, they also can pose serious pitfalls. Although they may not resemble traditional advertising—and they may not be created by the healthcare organization itself—influencer and content marketing are still subject to Section 5 of the Federal Trade Commission (FTC) Act prohibiting “unfair or deceptive acts or practices.”

How can healthcare organizations safely navigate a dramatically changing marketing environment? Manatt revealed the answer in a recent webinar—and we want to be sure you don’t miss the important information shared during the program. If you or anyone on your team were unable to participate in the webinar—or want to view it again—click here to access it free on demand and earn CLE. Click here to download a free copy of the presentation. Topics include:

• The FTC’s guidance on the use of endorsements and testimonials in advertising—and related guidance on influencer marketing
• The FTC’s position on native advertising
• The heightened risks for the healthcare industry—and ways you can mitigate them
• The potential liabilities of user-generated content and how to avoid them
• The latest marketing trends in the context of the Health Insurance Portability and Accountability Act (HIPAA) and other privacy protection standards
• Best practices for ensuring your initiatives are in compliance with the FTC’s guidance on influencer marketing and native advertising
• Recent cases and the lessons learned

If you have any questions or issues you’d like to discuss after viewing the program, please reach out to our presenters:

• Randi Seigel, Partner, Manatt Health, at 212.790.4567 or [email protected]
• Po Yi, Partner, Advertising, Marketing and Media, 212.790.4517 or [email protected]

¹Pew Internet and American Life Project
²Juniper Research