The use of healthcare influencers as an organisational tool for social corporative communication, accountability and marketing. Theoretic review

Abstract

This paper examines the role of influencers in the healthcare sector as a strategic tool at the intersection of communication, advertising, and organisational management. It analyses their contribution to social marketing and Corporate Social Responsibility (CSR) in the field of public health and social welfare. To this end, a conceptual and narrative review based on the PRISMA method is adopted, integrating the literature on health communication, influencer marketing, and approaches linked to social marketing and CSR. The results indicate that health influencers can play a significant role in promoting health literacy, strengthening trust in institutions, and disseminating preventive behaviours. Furthermore, their incorporation into organisational strategies helps to generate value in terms of reputation, engagement, and positioning, reinforcing the connection between healthcare organisations and the public. From a strategic perspective, their use enables the articulation of more accessible and relatable messages, aligned with the objectives of social impact and corporate commitment. Given its theoretical nature, the study is intended to serve as a basis for future empirical research aimed at assessing the impact of these agents on behavioural change, public trust and organisational performance. Overall, the article positions influencers as key players in the development of responsible communication strategies, within the framework of social marketing and CSR in the healthcare sector.