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Social media professionals are often asked how to authentically engage influencers to add legitimacy and tap into a broader audience to enhance their brand messaging. Given the complex and highly regulated health care industry, this can be a more challenging task than building an influencer program to promote a pair of shoes or a new TV show. Beyond the legal red tape, it can be challenging to educate an influencer to accurately explain how your brand’s new drug or health care service will impact your brand intentions. That’s why every brand’s executives should be considered a key component in the social media and influencer mix. Not only are their audiences highly relevant, but they have an intimate understanding and passion for the development of the program. Learn how we have prioritized this across all businesses at CVS Health to move the reputational needle among our key audiences.