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Executive Summary:
- 📲 Influencer marketing is on the rise in the telehealth space, especially for treatments like GLP-1s, TRT, and HRT.
- ⚖️ Telehealth companies must comply with FTC regulations, including clear disclosures and balanced messaging about risks and benefits.
- 🚫 Non-compliance can lead to serious consequences — from regulatory scrutiny to public backlash and investor concerns.
At Locke Bio, we help digital health companies launch and scale services with compliance built in — from prescription workflows to patient communications. As marketing regulations evolve, we provide the infrastructure and insights you need to grow responsibly and build lasting trust with patients.
👉 BOOK A DEMO HERE to see how Locke Bio can support your next phase of ethical, patient-first digital healthcare.
Influencer marketing has taken over nearly every consumer-facing industry — and healthcare is no exception. From skincare routines to weight-loss journeys, social media creators have become trusted voices. But when it comes to promoting prescription medications, especially through telehealth platforms, the stakes are much higher. ⚖️
As treatments like GLP-1s for weight loss, TRT, and HRT rise in popularity, telehealth brands are turning to influencers to expand reach. However, with great influence comes great regulatory responsibility.
The Rise of Influencer Marketing in Healthcare 📈
Health and wellness is now a $4.5 trillion industry, and much of that momentum is happening online. Influencers play a huge role in driving awareness, shaping perceptions, and even influencing purchasing decisions.
Telehealth companies — like Hims & Hers, Ro, and emerging digital clinics — are leveraging influencer partnerships to break down stigma and attract younger, tech-savvy consumers. But advertising medical treatments online is not the same as promoting a new beauty serum or fitness app.
FTC Guidance on Health Influencer Partnerships 📋💬
The Federal Trade Commission (FTC) has been crystal clear: influencers must disclose when they are being paid to promote a product — especially if it’s a medical treatment. But many brands and creators are still struggling to follow these rules correctly.
Here’s what the FTC requires:
✅Clear and conspicuous disclosures (e.g., “#ad,” “Sponsored by…”).
✅No false or misleading claims — even by omission.
✅Avoidance of unbalanced portrayals (e.g., highlighting benefits but skipping side effects).
The FTC’s recent crackdown on health-related marketing via influencers serves as a warning. One of the biggest red flags? Failing to mention risks and side effects of prescription medications.
Case Study: Hims & Hers - Navigating the Fine Line 🧪📉
Take the example of Hims & Hers, a direct-to-consumer telehealth company that has become one of the most recognizable brands in the digital health space. Known for its modern branding and influencer-forward marketing strategy, the company has effectively used social media to destigmatize treatments for everything from hair loss and sexual wellness to mental health and weight loss.
But in early 2024, the company faced a wave of scrutiny that rattled both consumers and investors. A press release highlighted rising concerns about side effects from some of its offerings — specifically weight loss medications and treatments affecting hormone levels. 😬
While the brand had experienced significant revenue growth, investors began questioning whether the company was underplaying the risks associated with its medications in public-facing campaigns. Some influencers promoting these treatments shared dramatic “before and after” photos without mentioning any potential side effects, contraindications, or the fact that prescriptions were involved.
This imbalance triggered a public backlash, with critics arguing that the campaigns made serious medical treatments look like over-the-counter wellness products. The reaction not only impacted the company’s reputation but also raised regulatory red flags. When dealing with prescription medications, omitting or glossing over risks can be considered misleading or even unlawful under FTC and FDA guidelines.
Lesson learned: Even a brand with mass-market appeal and sophisticated marketing must tread carefully when entering the world of healthcare. In this industry, trust is the product — and it’s easily lost when transparency takes a back seat to growth.
This case is a cautionary tale for all digital health companies: just because influencer marketing works, doesn’t mean it’s without risk. Regulatory compliance, patient safety, and ethical marketing must be built into every stage of the campaign.
How Telehealth Brands Can Stay Compliant 🛡️
So what can digital health companies do to stay on the right side of the law and build consumer trust?
✅ Best Practices for Influencer Marketing in Telehealth:
- Clearly disclose all paid partnerships: Influencers must make sponsorship disclosures highly visible — not buried in hashtags or hidden in long captions. Terms like “#ad” or “Sponsored by [Brand]” should appear upfront.
- Educate influencers on medical marketing rules: Influencers should avoid making unverified health claims or suggesting guaranteed results. Ensure they understand what's allowed when talking about medications, especially those requiring prescriptions.
- Include balanced messaging: FTC and FDA rules emphasize fair balance — highlighting both the benefits and potential risks or side effects. Skipping this can mislead patients and open the door to enforcement.
- Link to full prescribing information (PI): If an influencer is promoting a treatment, brands must provide access to the PI or relevant disclaimers — ideally in the post itself or linked in the bio.
- Have a legal and compliance review process: All influencer content should be pre-approved by legal or compliance teams familiar with healthcare advertising standards. This is essential for avoiding accidental misstatements.
- Monitor and audit content: Even after publishing, brands should monitor influencer content for accuracy, proper disclosures, and user comments that may require clarification or correction.
The Future of Influencer Marketing in Telehealth 🔮📢
The industry is rapidly evolving — and so are the rules. We’re likely to see:
✓ Tighter FTC enforcement as prescription medications gain more attention on social platforms.
✓ Greater scrutiny of micro-influencers, who may lack the infrastructure of major creators but still drive real engagement.
✓ New digital tools that automate compliance (e.g., built-in disclaimers, AI content review).
Still, influencers can be a force for good in healthcare. They have the power to:
🗣️Normalize difficult conversations
🌎Expand access to treatments
🤝Support underserved communities
But this only works when brands lead with honesty and respect the regulations designed to protect patients.
Influencer marketing in telehealth isn’t going anywhere — but it must evolve. The balance between innovation and compliance is delicate, yet essential. With smart strategies and an ethical mindset, brands can safely harness the power of social media to educate, engage, and empower patients.
If you're a telehealth provider, digital health brand, or healthcare marketer, compliant and ethical marketing isn’t just good practice—it’s a regulatory must. As influencer marketing gains momentum in healthcare, ensuring your campaigns meet FTC and FDA guidelines is essential to protect your brand and your patients.
Contact Locke Bio today to learn how our white-label telehealth platform helps providers stay ahead of compliance requirements while delivering seamless, patient-first digital health experiences. Whether you're launching prescription-based services or scaling your care model, we offer the tools and infrastructure to support trustworthy growth in a highly regulated space.
👉 BOOK A DEMO HERE to future-proof your marketing and build a brand patients can trust.
