You can have the right product and the right influencer and… still fail. In Poland, health decisions are shaped by a mix of emotion, scepticism and the need for rational justification. Here are 5 elements that separate good healthcare influencer campaigns in Poland from those that get ignored.
1. Science-backed reasoning
Here’s what you should know about Poles. They are often described as heavy users of medication and supplements. According to research, three-quarters of adults regularly take dietary supplements. At the same time, 92% say that preventive healthcare matters to them, yet 28% have not had a single preventive check-up in the past year (source: PZU).
There is an intention to take care of themselves, but Poles make health decisions intuitively, influenced by recommendations or trends. As a result, even impulsive purchases need to feel justified.
Storytelling alone is not enough. Influencer marketing campaigns need a layer of proof – ingredients, mechanisms or expert context that gives the decision logic.
It’s not about the presence of evidence, but how it is communicated. In our agency, we call it “translated science” – simplified and delivered in the influencer’s own voice.
This also makes Poland a good ground for so-called “deinfluencing”. Content that shows who a product is for and who it is not for increases trust. Paradoxically, this kind of honesty makes you more credible.
2. Healthfluencers
Medical and health professionals, dietitians, and physiotherapists, are usually more trusted than traditional influencers or celebrities. It’s not universal across every campaign, but in the healthcare industry, authority is one of the strongest shortcuts to credibility.
Poles are also very sensitive to the over-commercialisation of content. Direct selling can erode a creator’s authority. The expert’s or brand ambassador’s role in your influencer campaign needs to be carefully structured.
The most effective communication combines authority with approachability. Audiences expect experts to be competent, but also human. Explaining rather than lecturing.
Of course, not every campaign needs professionals. There are exceptions. In awareness-driven campaigns, for example, those promoting preventive check-ups, lifestyle influencers can be more effective. Just look at the social media cooperation between Andziaks and Medicover:
3. Real-life journeys
The most effective healthcare campaigns in Poland feel like a process. Instead of a single Instagram post, they show a journey – from the initial problem, through trial and error, to outcomes.
Storytelling works as proof. It shows how change happens and makes results more believable than any loud claim. Narratives that unfold over weeks or months build more trust than dramatic transformations. Instant results often trigger scepticism. A gradual, imperfect process feels easier to relate to.
It is also important to anchor the story in a specific health issue. A defined starting point makes it easier for the audience to understand what problem is being solved.
Examples of this type of narrative:
- I spent three months fixing my gut, what worked and what didn’t.
- My journey with acne, from first symptoms to stable skin.
- How I managed my hormones and what made a difference.
- I tested different ways to improve my sleep. Here is what really helped.
- Getting back in shape after an injury, step by step.
4. Short-form videos
TikTok and Instagram Reels are now the core formats for influencer marketing. In December 2024, IG reached 17.04 million users in Poland. TikTok – 15.97 million. Short-form video continues to dominate how content is consumed.
Of course, there’s a twist in those numbers. Just being present in this format is not enough. Poles are increasingly selective. One in five TikTok users openly states that they dislike low-quality or unengaging content. Generic, overly polished or obviously promotional videos are ignored.
Formats that perform best feel like a natural part of everyday life. In TikTok influencer markeing, speed, clarity and immediate value are critical. The first few seconds decide whether someone stays or scrolls.
In the healthcare sector, short-form video serves a dual purpose – it captures attention and allows the brand to deliver knowledge and proof in an accessible way.
The best video ideas are based on real-life situations, like:
- A day of eating while dealing with gut issues,
- Three things that helped me manage acne,
- I was testing XYZ for 30 days and this is what happened
From our experience, content for healthcare needs to stay focused, dynamic and built around one idea. Trying to say too much in one short video usually reduces its effectiveness.
5. Polish context
This is the element international brands most often overlook. A universal insight is not enough. Communication needs to be grounded in how life in Poland actually works – systemically, financially and culturally.
In practice, this means that campaigns perform better when they reflect:
- references to the public healthcare system,
- pricing in relation to purchasing power
- seasonality, such as immunity in autumn or recovery after winter.
Without this, the campaign can feel imported. From our experience, local context is the foundation of the narrative.
Data that can be useful:
- Over 82% of Poles use vitamin supplements during periods of increased infections, mainly vitamin C (68.2%) and vitamin D (65.1%).
- Poles consume 31% more antibiotics than the European average (OECD)
69% of Poles had at least one preventive check-up in the past year, most commonly blood tests (PZU). - One in ten people does not engage in any physical activity, while only one-third exercises several times a week.
- 58% do not follow any specific diet but declare that they try to eat healthily.
- Only one in ten Poles declares not using any substances, with tobacco (43%) and e-cigarettes (29%) being the most common; 36% consume alcohol several times a month.
- Poland spends 6.6% of its GDP on healthcare, compared to over 10% on average in the EU (Hack4Health).
Any campaign based on an idealised lifestyle feels flat.
So, what works in Poland is not louder messaging, but smarter communication. If you’re a healthcare brand looking to collaborate with Polish influencers (big or small) and build campaigns that land, get in touch with us.