IPG Health has appointed Annie Foster as Group Director, Social Media Creative, to bolster the network’s Influencer ID offering. Foster brings over two decades of experience, including seven years at Meta, to enhance the company’s capabilities in social media, influencer marketing, and brand voice development.

Foster will partner with the Engagement team to reinforce IPG Health’s leadership in healthcare social media while ensuring excellence in client social creative execution. Her role includes driving greater interconnectivity and sharing best practices across the IPG Health ecosystem.

Extensive Cross-Industry Experience

Prior to joining IPG Health, Foster held creative director roles in healthcare advertising before moving to Meta. At Meta, she worked across the health and beauty sectors with brands such as Bobbi Brown and Roman, as well as non-profits including St. Jude Children’s Hospital and the Ad Council.

“Working at Meta’s Creative Shop was like getting a graduate degree in social advertising,” Foster said in a press release. “I saw bright spots across the healthcare space, but IPG Health agencies always stood out with their enlightened approach to social creative.”

Expanding Influencer Marketing Capabilities

Foster will work closely with Casey Ross, a LinkedIn alum and healthcare industry veteran, to expand IPG Health’s Influencer ID offering. This service combines healthcare expertise with customer engagement strategies to provide HIPAA-compliant solutions for healthcare brands leveraging patient, caregiver, and HCP influencers.

The Influencer ID platform utilizes AI and data analytics to identify, evaluate, vet, manage, and collaborate with influencers in the healthcare space.

Foster’s appointment follows IPG Health’s recognition as “Network of the Year” by AdvertisingHealth’s World Top 10 in Q1 2025.

Growing Demand for Healthcare Social Media

A recent MedFluencers survey reveals that over 90% of doctors express openness to learning about new drugs and medical devices through social media channels, while nearly 90% believe the pharmaceutical industry is underutilizing these platforms.

Traditional engagement methods face challenges, with more than 50% of doctors preferring to avoid visits from sales representatives. Meanwhile, approximately 85% of surveyed doctors report patients mentioning social media posts during appointments, indicating social media’s growing influence on healthcare decisions.