Havas Lynx has launched a new global healthcare influencer offering that it says is designed to leverage the power of influencers to “drive health outcomes and behavior change.”  

Havas Lynx’s medical director Dr. Tapas Mukherjee and Matt Eagles, head of patient voice, will lead the offering.     

With over 50 healthcare influencers spanning 14 therapy areas, the operation will develop an array of content across social channels (including TikTok, X, YouTube, Instagram, Facebook, and LinkedIn), as well as podcast hosting.   

The decision to launch the practice was partially based on agency research that found that 98% of healthcare professionals (HCPs) globally will be influenced by earned media “at some point within their journey to prescription,” and 86% trust earned media more than pharma-owned touchpoints.   

Fifty-four percent of HCPs indicate that their consumption of earned media is increasing. According to the agency, this shift towards earned media is especially significant among millennial HCPs, who now represent the largest prescribing HCP audience. Only 19% of these millennial HCPs trust branded pharma websites.   

Several global influencer marketing campaigns have already been rolled out by Havas Lynx for clients, including Arena, Novartis, and Teva. These campaigns have tapped healthcare professionals, patient advocates, and macro-influencers to raise awareness, educate, and inspire action on various health topics, from rare diseases to respiratory conditions.