Analysis of the communication management of Spanish pharmaceutical influencers on Instagram during the COVID-19 pandemic

Abstract

Introduction: Thanks to the consolidation of the Internet, users have access to many sources of information on health issues, including pharmaceutical influencers who disseminate and create content based on scientific knowledge. Objective: This research focuses on analyzing the communication management of pharmaceutical influencers on Instagram during the Coronavirus crisis in Spain. Methodology: The publications made by 6 pharmaceutical professionals are analyzed. The analysis is based on observing what type of content is published in terms of subject matter, formats and engagement. Results: Some of the most relevant data is that the video format, although present in fewer numbers, is the one that generates the most interaction and, on the other hand, that in no case has it been possible to identify whether the observed influencers work with sponsored content. The informative infographics and the explanatory content that seeks to inform the population about different aspects related to the virus appeared, due to the number of interactions, as very useful in raising public awareness of the seriousness of the situation. Conclusion: Finally, it is concluded that not all the influencers observed, during the period of the current health crisis, have focused mainly on generating content related to COVID-19.