January 22, 2025
The world of health influencer marketing is constantly evolving, and Michael Cree, Group Senior Vice President, Global Influence and Co-Lead of Muse, GCI Health’s global healthcare influencer and celebrity practice, predicts that several major trends will significantly impact the future of influencer engagement.
In a recent article published in PRWeek UK, Cree shares how today, influencers are tackling the full spectrum of health conversations, both in the UK and globally. In fact, among younger demographics, social media has emerged as a primary source for health information. Increasingly, pharmaceutical brands are recognizing that authentic influencer partnerships are a powerful tool to help dispel misinformation and get fact-based, science-driven information out to highly attentive audiences.
To help brands effectively navigate these partnerships in the year ahead, Cree shares the top trends to watch. From understanding the changing regulatory landscape to harnessing the power of AI to recognizing the explosion of new influencer cohorts – like healthcare professionals and news influencers – he explains the trends and the repercussions for healthcare partnerships.
“As audiences grow more discerning, they will demand transparency, credibility and authentic connections in health-focused content. Brands and influencers who prioritise these values will thrive, while those chasing hype over substance will falter,” advises Cree.
Cree’s article is an essential read to help brands reap the benefits of the anticipated explosive growth in influencer marketing in 2025 and beyond.
Click here to read the full article.