The Rise of the HCP Creator: Rethinking Influence in Medical Device Marketing

Wendy Suljak
Vice President, Consumer & Practice Marketing, Neuronetics
Meg Biediger
Founder & CEO, Midas Local SEO
Session Overview
Traditional KOL programs are evolving as healthcare professionals increasingly educate peers and patients through digital channels. Using NeuroStar's National TMS Day campaign as a case study, this session explores how medical device companies can build compliant HCP creator programs that amplify awareness, foster authentic engagement, and extend the impact of integrated marketing campaigns.
Key Takeaways

• Why HCP creators are becoming an essential complement to traditional KOL programs.
• How to identify, recruit, and activate healthcare professionals as authentic digital creators.
• Lessons learned from a recent HCP influencer campaign, including what worked and what could be improved.
• Practical approaches for measuring success beyond impressions, including engagement, brand awareness, and business impact.