United States
Dr. Will Cole is a Pittsburgh-area functional medicine practitioner who built his public profile around the idea that chronic, hard-to-diagnose conditions — thyroid dysfunction, autoimmune…
Total Followers +0.7%
851K
Across YouTube, Instagram
Primary Platform
YouTube
21K followers · 3% of audience
Engagement
4.7%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $12K–$29K / IG post
Cole joined Tomi Lahren on Fox News to discuss cellular health, medical gaslighting, GLP-1s, and his forthcoming book co-authored with Dr. Josh Axe, due September 8, 2026.
The book, releasing September 8, 2026, presents a cellular health framework targeting the root causes of aging and chronic illness, drawing on clinical experience and patient case studies.
The partnership aligns two prominent functional medicine figures under The Health Institute's mission to offer personalized, root-cause cellular health programs and education.
| Window | YouTube | Combined | ||
|---|---|---|---|---|
| Last 7 days | +201 +0.9% | +2K +0.2% | +0 +0.0% | +2K |
| Last 30 days | +723 +3.4% | +5K +0.6% | +0 +0.0% | +6K |
| Last 90 days | +1K +7.0% | +11K +1.3% | +0 +0.0% | +12K |
| Last 365 days | +1K +7.0% | +11K +1.3% | +0 +0.0% | +12K |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| Quince Sponsorship | Sponsored content | YouTube | Sep 2025 | — |
| Timeline Sponsorship | Sponsored content | YouTube | Sep 2025 | — |
| Paired Sponsorship | Sponsored content | YouTube | Sep 2025 | — |
| Carol Bike Fitness / Health Tech | Sponsored content | Long-term | — |
Dr. Will Cole is a Pittsburgh-area functional medicine practitioner who built his public profile around the idea that chronic, hard-to-diagnose conditions — thyroid dysfunction, autoimmune disorders, hormonal imbalances, digestive issues — deserve a root-cause investigation rather than symptom management. He founded one of the earliest functional medicine telehealth practices, which gave him a platform well before remote health consultations became mainstream. That clinical credibility underpins his content, which spans Instagram, YouTube, and his long-running podcast "The Art of Being Well," where he interviews clinicians, researchers, and patient advocates. His books, including titles on anti-inflammatory eating and intuitive fasting, extended his reach into the wellness publishing space and helped establish him as a practitioner-author rather than purely a social media personality.
His audience skews younger than might be expected for a medical professional — heavily concentrated in the 18-to-34 demographic and nearly evenly split by gender — suggesting his content lands with people actively seeking alternatives to conventional care rather than an older patient cohort. Sponsorships with Timeline, a science-focused longevity supplement brand, and Paired, a relationship wellness app, reflect a deliberate positioning at the intersection of evidence-adjacent health and holistic lifestyle, keeping him credible to a health-literate audience while remaining accessible to general wellness consumers. His willingness to engage with culturally charged health topics — the Ozempic conversation, high-profile mental health cases — signals a creator comfortable moving beyond niche clinical content. As functional medicine continues gaining mainstream acceptance, Cole is positioned as one of its more media-fluent voices.
Drwillcole reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories. Their sponsorship history skews toward Fitness / Health Tech, a clear signal of fit for brands in those categories. Demonstrated partners include Quince and Timeline. Engagement on YouTube runs around 4.7%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows health content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in Fitness / Health Tech and related categories, Drwillcole offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Drwillcole's tier (Mid, 851K combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Dr. Will Cole holds a Doctor of Chiropractic degree along with advanced clinical nutrition credentials — he is not a medical doctor (MD). He operates as a functional medicine practitioner, a field that blends integrative and evidence-based approaches, and has been recognized as one of the top 50 functional and integrative doctors in the United States.
Dr. Will Cole launched one of the first functional medicine telehealth centers in the world, more than a decade before telehealth became mainstream. This makes him a genuine pioneer in making root-cause, integrative care accessible to patients globally without requiring in-person visits — something he continues to emphasize across his social content.
Dr. Will Cole has authored several books including Ketotarian, The Inflammation Spectrum, Intuitive Fasting, and Gut Feelings, with his most recent release being Heal Your Cells. His books translate functional medicine principles into practical dietary and lifestyle guidance aimed at general readers.
Yes — Dr. Will Cole has a well-documented affiliation with Gwyneth Paltrow's wellness brand goop, and his book Intuitive Fasting was published through Goop Press with Paltrow's involvement. That relationship significantly expanded his mainstream visibility and helped establish him as one of the most recognizable names in celebrity-adjacent functional medicine.
Dr. Will Cole has directly addressed Ozempic on his platform, framing it as a nuanced question rather than a flat yes-or-no. Consistent with his functional medicine philosophy, he approaches GLP-1 drugs by weighing individual root-cause circumstances rather than taking the sweeping anti-medication or pro-medication stance common among wellness influencers.
Dr. Will Cole publicly weighed in on the Lindsay Clancy trial — the case involving a Massachusetts mother who killed her children while experiencing severe postpartum psychosis — suggesting that holding nuance and compassion in such cases is both possible and important. His commentary reflects his broader focus on mental and hormonal health as root-cause factors often missed by conventional medicine.
The Art of Being Well is Dr. Will Cole's flagship podcast where he interviews guests across functional medicine, mental health, nutrition, hormonal health, and lifestyle topics. It serves as the primary platform where he extends his clinical philosophy beyond social media into long-form conversation with practitioners, researchers, and public figures.
Selfhealers is a term and community identity Dr. Will Cole uses to describe people taking an active, informed role in their own health journey rather than passively relying on a broken conventional system. He uses the hashtag to build a sense of collective identity around his functional medicine philosophy, making it a recognizable brand element across his content.
Dr. Will Cole's practice specializes in thyroid dysfunction, autoimmune conditions, hormonal imbalances, and digestive disorders — all areas where he argues conventional medicine often falls short of finding root causes. His telehealth model means patients across the globe can apply to work with his clinic without geographic restrictions.
Recent brand partnerships for Dr. Will Cole include Timeline, a longevity supplement company focused on cellular health, Paired, a relationship wellness app, and Quince, a lifestyle and apparel brand. The Timeline and Paired collaborations in particular align closely with his functional medicine and holistic well-being positioning.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@drwillcole · YouTube
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