Baylor Scott & White is turning to a nontraditional source to launch a women's health campaign: social media influencers.
KBTX-TV reports that the Dallas-based health system reached out to social media influencer Shelly Janac to help launch its "power of two challenge," which encourages women to bring a friend or relative to have a mammogram done. It is the first time the health system has used social media influencers to spread their message.
"We chose Shelly because of her demographic … and because of the reach that she has in the community," a Baylor Scott & White marketing official told KBTX-TV.
Ms. Janac, who has more than 4,000 followers on her Instagram page, told the television station her audience typically includes women ages 35-55 — the same demographic health professionals suggest should start receiving mammograms to help detect potentially serious health conditions.
"I was like oh my gosh I use Scott & White and I'm such a proponent of women's health and mammograms and so yes I totally wanted to be on board with it," Ms. Janac said, adding that the message is coming "not just from a doctor saying you should do this. It's coming from other women who truly believe in it and who have reasons why they believe in it."
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