In response to the growing trend of people seeking medical advice on social media, WPP-owned advertising giant Ogilvy has announced the formation of a new division dedicated to health influencers. This health influencer marketing aims to harness the influence of vetted experts to provide accurate health information and combat widespread misinformation online.
As the internet becomes a primary source for health-related queries, concerns about the accuracy of available information persist. Studies indicate a significant portion of health content on platforms like TikTok and Instagram comes from individuals without medical credentials, leading to the spread of potentially harmful misinformation. For instance, non-expert content dominates discussions around critical topics like dermatology and vaccinations.
To address these challenges, the Ogilvy health influencer program will collaborate with pharmaceutical companies to promote credible health information through influencers who are experts in their fields, such as medical professionals and knowledgeable patients. According to a report, these influencers will share their personal experiences and knowledge about various health conditions, offering advice that ranges from symptom identification to lifestyle tips for managing chronic illnesses.
Rahul Titus, global head of influence at Ogilvy PR, emphasized that authenticity and credibility are now paramount in marketing, particularly in the health sector. “Own your conversation around health, or someone else will,” Titus stated, highlighting the need for authoritative voices in the online health discourse.
The division’s strategy includes ensuring influencers clearly disclose any affiliations or sponsorships with pharmaceutical companies and maintaining transparency with their audience. This approach is crucial as regulations vary globally regarding direct-to-consumer advertising of prescription medicines, with strict limitations in places like the UK.
Caroline Howe, CEO of Ogilvy Health, noted the evolving role of medical advice sources, stating, “The family doctor is no longer the sole gatekeeper.” With more people living with chronic illnesses and seeking wellness advice online, social media influencers vetted by Ogilvy could play a pivotal role in improving public understanding of health issues and treatment options.
This initiative not only aims to make everyday health more accessible but also seeks to enhance the reliability of online health information, empowering consumers to make informed decisions about their health and wellness.