Ep. 5 – The Power (and Pitfalls) of Influence

(00:00) Gabrielle Svenning:
From expert creators to everyday users, influencers have become powerful voices in women’s health marketing.

(00:07) Karen:
But is partnering with an influencer always the way to go? Today we talk with social media strategist Erica Gatlin about the connections, credibility, and risks that come with influencer marketing.

(00:37) Gabrielle Svenning:
Welcome back to Two Uteruses Walk Into a Bar. I’m Gabrielle Svenning. Influencers are everywhere in women’s health. You can find them in your social media feeds and community groups. They’re often the voices we trust the most.

(00:41) Karen:
And I’m Karen Flynn. Influencers can drive awareness, spark conversations, and normalize tough topics. But those conversations can also slip into hype, spread confusion, or make risky off-label promises.

(00:54) Gabrielle Svenning:
That’s why today we’re digging into both the power and the pitfalls of influencer marketing—and what it really takes to build credibility in women’s health.

(01:20) Karen:
Our guest, Erica Gatlin, has spent more than 15 years navigating this space. She shares how to find the right partners, set guardrails, and keep content authentic in a highly regulated world.

(01:34) Gabrielle Svenning:
Before we dive in, it’s time for our mocktail of the day: the Sweet and Sour Cherry Sparkler. Lemonade, Sprite, cherry or pomegranate juice, and a splash of lime—a reminder that influence, like flavor, requires balance.

(02:04) Gabrielle:
Cheers.

(02:06) Karen:
Our guest today is Erica Gatlin, founder of Mulberry Lane Social Influence. Erica is an influencer marketing strategist with more than 15 years of experience helping brands connect with the right advocates, especially in sensitive and regulated categories like healthcare and women’s health.

(02:32) Gabrielle:
Erica, welcome to the bar.

(02:35) Erica Gatlin:
Thank you. Happy to be here.

(02:41) Gabrielle:
To start, what steps do you take to find, identify, and vet influencers in women’s health to ensure alignment and authenticity?

(03:15) Erica Gatlin:
It starts with understanding the audience—who they are, their age range, and where they’re based. From there, you look for influencers who can create relevant content and genuinely reach that audience.

(04:15) Erica Gatlin:
Brands engage influencers for different reasons. Some want content longevity, others focus on quick sales. But if the objective isn’t clear from the beginning, the partnership won’t work.

(05:34) Erica Gatlin:
Strategy matters because it guides the type of content created. Awareness programs look very different from performance-driven campaigns, and brands can’t change expectations after the fact.

(06:25) Karen:
What homework should brands do before approaching influencer marketing?

(06:34) Erica Gatlin:
Often brands see one viral moment and assume it’s repeatable. It usually isn’t. That’s why they come to agencies—but influencer success doesn’t scale that predictably.

(07:46) Erica Gatlin:
Influencers need creative control. Over-scripted briefs kill authenticity. Content has to feel natural to perform well.

(09:13) Erica Gatlin:
Whitelisting means brands run paid ads through an influencer’s account. It looks different from organic posts and allows brands to reach broader audiences while maintaining disclosure.

(10:56) Erica Gatlin:
Influencer marketing has become highly performance-based. Brands track ROI through sales, views, and cost per action—but benchmarks take time to establish.

(12:42) Erica Gatlin:
One-off programs don’t tell the full story. Influencer marketing needs consistency to understand what works.

(14:33) Gabrielle:
In women’s health, how do you balance authenticity with regulatory guardrails?

(15:27) Erica Gatlin:
Most content is reviewed before posting to ensure accuracy. Contracts require adherence to briefs, and reshoots are common if messaging is off.

(18:23) Erica Gatlin:
Short-term influencer tests aren’t fair to influencers or audiences. Repetition builds trust and drives results.

(20:43) Erica Gatlin:
Education is a big part of our role. Brands often want too much, too fast. Setting expectations early prevents disappointment.

(22:11) Erica Gatlin:
In highly regulated categories, even natural language can become off-label. If messaging has to be too scripted, influencer marketing may not be the right approach.

(24:53) Erica Gatlin:
The most powerful content comes from vulnerability. When influencers share real experiences, audiences respond.

(26:41) Erica Gatlin:
FemTech brands need to understand the time and cost involved. Influencer marketing looks shiny, but it requires real investment behind the scenes.

(28:04) Erica Gatlin:
Viral success is a unicorn. You can’t replicate it on demand.

(29:03) Erica Gatlin:
At its best, influencer marketing is a true partnership built on shared expectations and trust.

(30:23) Gabrielle:
Cheers, Erica. Thank you for joining us.