Ogilvy expands health focus with new leadership and influencer strategy

Ogilvy Health Australia is expanding its consumer health focus, introducing a new leadership role and launching a local version of its global Health Influence product to help brands engage more effectively in a fast-moving and evolving healthcare market.

The expansion comes as Australians increasingly turn to social media and influencers for health information, a shift that Ogilvy Health aims to address by integrating behavioural science, creativity and cultural insights into healthcare marketing.

Leading the initiative is Ben Hickey, who joined Ogilvy Health in late 2024 as head of consumer health. Hickey has spent the past six months refining the agency’s consumer health offering, which officially launches this month.

A key part of the expansion is Health Influence, a global Ogilvy capability now tailored for the Australian market. The product gives pharmaceutical, healthcare and wellness brands access to the burgeoning influence economy, helping them connect with audiences in a credible and culturally relevant way.

Rachel Stanton, Ogilvy Health’s group managing director, said the move reflects a shift in how Australians engage with health information.

“Ogilvy Health has long been known for its ability to deliver effective patient advocacy through integrated earned-first creativity and public affairs and powerful healthcare communication, where education, PR and advertising combine to inspire new thinking," Stanton said.

"But we recognise that as consumers increasingly find new sources for health information, we need to embrace showing up in culture, backed by science and behaviour theory, to have a greater impact on the lives of Australians.”

The healthcare and wellness sector is undergoing a fundamental shift in consumer behaviour, with social media and digital channels playing an increasingly significant role in information dissemination.

According to Hickey, Health Influence is designed to help brands engage with consumers through trusted sources while ensuring that messaging remains compliant and grounded in science.

“It is crucially important that healthcare companies, brands, organisations and campaigns connect with consumers in an accurate, open and authentic manner, and that their communications are solidly grounded in science and authorised claims," Hickey said.

"In addition, communications must be developed through a distinct culture lens in order to be noticed and truly change behaviour. Ogilvy’s Health Influence offering ensures consumer health work is properly aligned with their target audience, their interests and the cultural zeitgeist in order to generate cut-through and drive change.”

While influencer marketing has long been a complex, highly regulated space, Ogilvy Health is focused on delivering compelling storytelling while maintaining compliance with industry standards.

“It’s no surprise that consumers are looking for advice from a variety of sources and we know that social media is playing a more important role in that information dissemination than ever before,” Hickey said.

“Our Health Influence experts understand this unique landscape, and the power of delivering creative effectiveness and powerful narratives told through credible influencers, while navigating regulatory compliance within the sector.”

Hickey, who joined Ogilvy from Weber Shandwick Singapore, brings more than 20 years of experience in healthcare, consumer and corporate PR. He has previously held leadership roles at Burson, Edelman and other major global agencies, advising healthcare clients on high-impact communications strategies.

Stanton said Hickey had already made an impact in shaping Ogilvy Health’s consumer offering.

“Ben has hit the ground with a bang. He's already partnering with some big brands, backed by the power the Ogilvy Network offers by way of strategic thinking and creativity, demonstrating the need for a combined culture-led, creativity-first approach backed by decades of health experience our Ogilvy team has up its sleeve," she said.

"The demand for culturally relevant, science-backed health campaigns has never been higher, and this expansion ensures Ogilvy Health is at the forefront of that shift.”