IPG Health is extending its specialist Influencer ID marketing service to four European markets, building on its success in the United States. The expansion into the United Kingdom, Germany, France, and Spain responds to increasing client demand for healthcare influencer marketing solutions in the region.

The service aims to draw on patient, caregiver, healthcare provider (HCP), and digital opinion leader (DOL) influencers to amplify science-backed information across social media platforms. This expansion comes at a time when more individuals seek health-related information online.

“For many health and pharma brands, having a robust influencer strategy is no longer optional – it’s a strategic imperative,” Jörg Hempelmann, President of IPG Health EMEA & APAC, said in a press release.

Services and Regulatory Compliance

The Influencer ID offering provides comprehensive services, including strategic influencer identification and vetting, engagement and contracting, content development and localization, regulatory and compliance support, as well as performance analytics and optimization.

The service operates in compliance with European regulations, including the General Data Protection Regulation (GDPR), European Federation of Pharmaceutical Industries and Associations (EFPIA) guidelines, the British Data Protection Act 2018, and Association of the British Pharmaceutical Industry (ABPI) standards.

The European expansion follows the recent appointment of Annie Foster as Group Director of Social Media Creative. Foster joins IPG Health from Meta, bringing experience across the health and beauty sectors, with brands including Bobbi Brown and Roman, as well as non-profits such as St. Jude Children’s Hospital and the Ad Council.

Addressing Misinformation Concerns

The expansion occurs amid growing scrutiny of health information on social media. A recent Guardian investigation found that over 50% of top-trending mental health advice videos on TikTok contain misinformation, highlighting the need for credible healthcare voices online.

Shenga Lushugurhi, Senior Engagement Strategist at FCB Health London, noted that in the UK, “more than 80% of healthcare professionals are actively tapping into digital platforms and social media to share knowledge, network with peers, and stay on the cutting edge of industry trends.”

IPG Health’s approach employs its proprietary EPICC suite of tools to provide customer engagement and social media strategies that combat misinformation while building trust and fostering a community around health brands.

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