Beyond the Hype: Building Ethical B2B Influencer Strategies in Digital Health

As healthcare technology leaders navigate an increasingly crowded digital landscape, the temptation to leverage influencer marketing for B2B reach is growing. However, healthcare's unique regulatory environment and trust requirements demand a fundamentally different approach. Join Megan Antonelli as she reconnects with fellow Vassar alumna Danielle Wiley, founder and CEO of Sway Group, to explore why most sponsored content fails healthcare organizations and how to build authentic, compliant influencer partnerships that drive real clinical adoption and stakeholder trust in our post-platform world.

• Build authentic influencer partnerships based on genuine product experience to create content that actually drives B2B conversions.
• Shift from platform-dependent strategies to owned media relationships as social algorithms become increasingly unpredictable.
• Focus on long-term brand advocacy over transactional sponsored posts to maximize ROI in professional service markets.
• Leverage LinkedIn's professional network strategically by partnering with industry experts rather than chasing generic engagement metrics.

Danielle Wiley, Founder & CEO, Sway Group

Megan Antonelli, Founder & CEO, HealthIMPACT Live