# Influence * **Definition:** The capacity to affect the healthcare choices, decisions, and behaviors of individuals or groups, often driven by authority, knowledge, position, or relationships within the healthcare ecosystem. * **Taxonomy:** CTO Topics / Influence ## News * Selected news on the topic of **Influence**, for healthcare technology leaders * 81K news items are in the system for this topic * Posts have been filtered for tech and healthcare-related keywords | Date | Title | Source | | --- | --- | --- | | 4/22/2025 | [**OMNICOM MEDIA GROUP TO CONSOLIDATE ALL INFLUENCER CAPABILITIES UNDER CREO**](https://www.prnewswire.com/news-releases/omnicom-media-group-to-consolidate-all-influencer-capabilities-under-creo-302434425.html) | [[PR Newswire]] | | 4/21/2025 | [**Silicon Valley Business Journal unveils first group of 2025 Women of Influence honorees**](https://www.bizjournals.com/sanjose/news/2025/04/21/2025-women-of-influence-first-group.html) | [[The Business Journals]] | | 4/9/2025 | [**What Brands Should Look For In An Influencer Marketing Agency - Forbes**](https://www.forbes.com/councils/forbesagencycouncil/2025/04/09/what-brands-should-look-for-in-an-influencer-marketing-agency/) | [[Forbes]] | | 4/8/2025 | [**Pets make more persuasive social media influencers than people, study shows**](https://phys.org/news/2025-04-pets-persuasive-social-media-people.html) | [[Phys Org]] | | 4/7/2025 | [**Ruder Finn Welcomes Two Social & Influencer Strategy Leaders to Digital Integration Group**](https://www.morningstar.com/news/pr-newswire/20250407ny58016/ruder-finn-welcomes-two-social-influencer-strategy-leaders-to-digital-integration-group) | [[Morningstar]] | | 4/3/2025 | [**Over 95f sponsored influencer posts on X are not disclosed**](https://phys.org/news/2025-04-sponsored-disclosed.html) | [[Phys Org]] | | 2/21/2025 | [**New research unveils key strategies for influencer authenticity**](https://phys.org/news/2025-02-unveils-key-strategies-authenticity.html) | [[Phys Org]] | | 2/20/2025 | [**Influencer marketing can help tourism industry mitigate waste, pollution**](https://phys.org/news/2025-02-tourism-industry-mitigate-pollution.html) | [[Phys Org]] | | 2/12/2025 | [**Influencer Marketing Platform Market to Grow by USD 80.3 Billion from 2025-2029, Driven ...**](https://www.prnewswire.com/news-releases/influencer-marketing-platform-market-to-grow-by-usd-80-3-billion-from-2025-2029--driven-by-vendor-partnerships-and-ma-report-on-market-evolution-powered-by-ai---technavio-302373662.html) | [[PR Newswire]] | | 1/28/2025 | [**Influencering Platform Market size is set to grow by USD 80.3 billion from 2025-2029 ...**](https://finance.yahoo.com/news/influencering-platform-market-size-set-181400817.html) | [[Yahoo Finance]] | | 1/28/2025 | [**The Future Of Influencer Marketing: From Public To Private**](https://www.forbes.com/councils/forbescoachescouncil/2025/01/29/the-future-of-influencer-marketing-from-public-to-private/) | [[Forbes]] | | 1/15/2025 | [**The Top 5 Influencer Marketing Trends For 2025**](https://www.forbes.com/councils/forbesagencycouncil/2025/01/16/the-top-5-influencer-marketing-trends-for-2025/) | [[Forbes]] | | 12/18/2024 | [**Growth Projections for the Stress Test Blood Pressure Cuff Market: Expected CAGR of 6.9 ...**](https://www.linkedin.com/pulse/growth-projections-stress-test-blood-pressure-cuff-market-expected-e5uif) | [[Linkedin]] | | 12/4/2024 | [**Influencer marketing doesn't need more metrics-it needs more trust and collaboration between brands and influencers**](https://phys.org/news/2024-12-doesnt-metrics-collaboration-brands.html) | [[Phys Org]] | | 12/3/2024 | [**Influencer marketing doesn't need more metrics - it needs more trust and collaboration between brands and influencers**](https://theconversation.com/influencer-marketing-doesnt-need-more-metrics-it-needs-more-trust-and-collaboration-between-brands-and-influencers-244248) | [[The Conversation]] | | 11/12/2024 | [**Innovative Influencer Relationships Open the Door to New Marketing Opportunities**](https://www.latimes.com/b2b/industries/story/2024-11-12/innovative-influencer-relationships-open-the-door-to-new-marketing-opportunities) | [[LA Times]] | | 10/15/2024 | [**Most Doctors Regularly Engage With Healthcare Influencers on Social Media**](https://www.medpagetoday.com/special-reports/features/112410) | [[Medpage Today]] | | 10/8/2024 | [**Is Content Marketing The Future Of Influencer Marketing?**](https://www.forbes.com/councils/forbesagencycouncil/2024/10/09/is-content-marketing-the-future-of-influencer-marketing/) | [[Forbes]] | | 10/7/2024 | [**iKala KOL Radar Surpasses 300 Million Influencers, Leading Global Cross-Border ...**](https://www.prnewswire.com/apac/news-releases/ikala-kol-radar-surpasses-300-million-influencers-leading-global-cross-border-influencer-marketing-with-ai-302268686.html) | [[PR Newswire]] | | 8/15/2024 | [**Revolutionizing Influencer Marketing With Generative AI: Strategies, Implications And The Future**](https://www.forbes.com/councils/forbestechcouncil/2024/08/15/revolutionizing-influencer-marketing-with-generative-ai-strategies-implications-and-the-future/) | [[Forbes]] | | 7/30/2024 | [**6 influencer marketing brand safety considerations to bake into your strategy - Sprout Social**](https://sproutsocial.com/insights/influencer-marketing-brand-safety/) | sproutsocial.com | | 7/26/2024 | [**What's really behind the ad label? The dark arts influencers are using to get your likes**](https://phys.org/news/2024-07-ad-dark-arts.html) | [[Phys Org]] | | 7/19/2024 | [**7 influencer marketing trends to watch in the second half of 2024 - Ad Age**](https://adage.com/article/digital-marketing-ad-tech-news/7-influencer-marketing-trends-watch-second-half-2024/2570251) | adage.com | | 6/12/2024 | [**Study suggests celebrities and influencers are less persuasive/likable when they turn off their social media comments**](https://phys.org/news/2024-06-celebrities-persuasivelikable-social-media-comments.html) | [[Phys Org]] | | 1/15/2024 | [**Amazing, incredible, superb: The effect of high-arousal language used by social media influencers**](https://phys.org/news/2024-01-amazing-incredible-superb-effect-high.html) | [[Phys Org]] | ## Topic Overview (Some LLM-derived content — please confirm with above primary sources) ### Key Players - **Influence Board**: A platform designed to revitalize corporate culture by transforming meeting organization and outreach methods. - **Influencer**: Hamilton Mann, Definition: A recognized figure in digital transformation and innovation, facilitating discussions on the societal benefits of digital technology. - **Influur**: A Miami-based startup that connects online creators with brands for influencer marketing, recently raising $10 million in funding. - **Mavely**: A technology startup connecting social media influencers with brands, recently acquired for $250 million, highlighting the importance of influencer marketing. - **Major Platforms (Amazon, TikTok)**: Collaborators with Creo to expand influencer marketing capabilities. - **SquadApp**: A healthcare technology company focused on enhancing influencer marketing strategies through technology and media partnerships. - **The Reiman Agency**: An agency known for successful collaborations with celebrities and athletes, enhancing influencer marketing efforts. - **Havas Lynx**: A marketing agency that launched a global healthcare influencer offering to enhance content creation and drive health outcomes. - **Jens K. Perret**: Researcher focusing on social media influencers in the women's fashion sector. - **Omnicom Media Group (OMG)**: A global marketing and communications company consolidating its influencer marketing capabilities under the Creo brand to enhance integrated marketing for clients. - **Health Union**: A company awarded for its innovative patient influencer experience, emphasizing the importance of patient voices in healthcare. - **Kristin Cahill**: Global CEO of GCI Group, focusing on influencer marketing in healthcare. - **Florian Adamski**: CEO of OMG, emphasizing the importance of leveraging data partnerships and technology for effective influencer marketing. - **Creo**: The brand under which OMG is consolidating its influencer marketing efforts, focusing on creator discovery and consumer engagement. - **Ruder Finn**: A global communications agency that has launched rf. aio, a tool for enhancing brand visibility in public LLMs. - **Dreamwell AI**: An influencer marketing automation startup that raised funding to enhance its technology and support major clients. ### Partnerships and Collaborations - **Publicis Groupe and Influential**: Acquisition of influencer-marketing firm Influential, indicating a trend of mergers and acquisitions in the influencer marketing sector. - **5WPR and media influencers**: Leveraging established media relationships to enhance affiliate marketing strategies. - **Swell.AI**: Utilizes a psychographic approach to enhance content authenticity and audience engagement, indicating a trend towards more meaningful influencer partnerships. - **Ruder Finn and influenceAI**: Collaborated to develop rf. aio, a tool for brand visibility in AI-driven platforms. - **Influence Media Partners**: Secured $360 million in debt financing backed by music royalties, indicating a strategic partnership with major investors like Goldman Sachs. - **MedFluencers and Lippe Taylor**: Collaborating to assist pharmaceutical and healthcare clients in navigating medical regulations and influencer marketing. - **DelveInsight**: Utilized KOL profiling services to enhance strategic engagement with Key Opinion Leaders in the healthcare sector. - **Creo and Major Platforms**: Creo is collaborating with platforms like Amazon and TikTok to enhance its influencer marketing strategies. - **Julius and Amplify.ai**: A partnership to create an integrated technology solution for managing influencer campaigns, enhancing engagement and effectiveness. - **Havas Lynx and Healthcare Influencers**: Havas Lynx collaborates with over 50 healthcare influencers to create personalized marketing solutions. - **SquadApp and The Reiman Agency**: A partnership aimed at leveraging celebrity influence to enhance marketing strategies in the growing sports-sponsorship market. - **MCoBeauty and Emma Claiir**: Termination of partnership due to backlash against Claiir's past actions, highlighting the importance of brand safety in influencer marketing. - **Blue Hour Studios and KERV**: Partnership to launch Swell.AI, an influencer AI solution aimed at enhancing marketing effectiveness through deeper analytics. - **Squad.App and WEALLNET**: Strategic partnership to enhance influencer marketing in Vietnam and assist US-based brands in entering the Vietnamese market. - **North Six and PURPLE**: Collaboration to enhance consumer engagement through integrated services in experiential marketing. - **Ruder Finn**: Hired Sara Record and Annie Highfield to enhance its Digital Integration Group, focusing on social and influencer strategies. - **UnitedHealthcare and Community Organizations**: UnitedHealthcare awarded $114,500 to seven organizations in Iowa to improve health outcomes by addressing social determinants. - **MIT and Miami startups**: An accelerator program aimed at boosting local startups through collaboration with MIT faculty. ### Innovations, Trends, and Initiatives - **Influencer Marketing Growth**: Projected to exceed $24 billion by 2025, emphasizing the importance of authenticity and strategic partnerships. - **Primetag's Influence to Store Analytics**: A new analytics solution that links influencer activities to e-commerce sales and physical store visits. - **Increased spending in influencer marketing**: Projected to reach $24 billion by the end of 2024, with a significant shift towards micro- and nano-influencers. - **Influencer Marketing Trends**: Influencer marketing is transforming brand-consumer connections, with 69% of consumers trusting influencers more than brand messages. - **Petfluencers**: Emerging trend where pets act as influencers, perceived as more trustworthy than human influencers. - **Rise of Micro and Nano Influencers**: Brands are increasingly recognizing the value of collaborating with smaller influencers for better engagement and ROI. - **AI-Powered Tools**: Influur plans to develop an AI-powered recommendation system for influencer marketing campaigns. - **AI Virtual Influencers**: The rise of AI-driven virtual influencers is reshaping marketing strategies, with potential cost reductions for brands. - **Affiliate Marketing**: A growing trend where influencers earn commissions through trackable links, allowing monetization of their content. - **Influencer Marketing in Healthcare**: TelemedicalServices' affiliate program aims to connect influencers with health solutions, promoting better health outcomes. - **KOL Radar by Ikala**: An AI-powered influencer marketing platform that enhances global brands' ability to engage in cross-border marketing. - **Generative AI in Influencer Marketing**: Generative AI streamlines influencer identification and collaboration, enhancing campaign efficiency and ensuring content aligns with brand messaging. - **Muse by GCI Group**: An integrated practice combining celebrity and influencer offerings tailored for healthcare companies. - **AI-powered algorithms**: Developed by Indiana University to detect coordinated inauthentic behavior on social media. - **Patient Engagement Technology**: Rapidly growing market projected to achieve a CAGR of 14.4% from 2024 to 2031, driven by advancements in digital health and patient awareness. - **AI in Healthcare**: AI technologies are being integrated into healthcare to enhance patient engagement, improve care quality, and reduce costs through personalized communication. - **AI in Cannabis Dosing**: Emerging technology utilizing AI to provide personalized cannabis dosage recommendations, addressing inconsistencies in current practices. - **Patient Engagement Technologies**: Vail Health has adopted integrated patient-intake platforms and wayfinding tools to improve patient experiences. ### Challenges and Concerns - **Authenticity in Influencer Marketing**: Brands struggle with maintaining authentic relationships with influencers while measuring campaign effectiveness. - **Influencer Content Effectiveness**: While 70% of healthcare providers find influencer content effective, there are risks associated with the credibility of the information shared. - **Influencer Impact on Health Trends**: Social media influencers can promote unrealistic body standards and steroid use, leading to significant health risks among young men. - **Reputational Risks**: Sponsored content can negatively impact influencers' reputations, particularly for those with larger followings. - **Ethical Considerations in Influencer Marketing**: The rise of virtual influencers raises ethical questions regarding authenticity and consumer trust. - **Vaccine Misinformation**: Influence of wellness influencers on social media contributing to vaccine opposition during the COVID-19 pandemic. - **Trust in Influencer Content**: While many physicians engage with healthcare influencers, 62% prefer medication information from physician peers, indicating a need for credibility in influencer marketing. - **Psychological Risks of Social Media Influencers**: Concerns over misinformation, endorsement of harmful products, and unrealistic standards, necessitating tighter regulations. - **Transparency in Influencer Marketing**: Over 95% of sponsored posts on social media are not disclosed, raising concerns about consumer trust and regulatory scrutiny. - **Private equity influence in healthcare**: Acquisition of physician groups by private equity firms raises concerns about profit-driven healthcare models diminishing physician influence. - **Influencer Fraud**: Concerns about authenticity in influencer marketing are rising, necessitating AI-driven solutions to combat fraud and ensure transparency. - **Regulatory compliance in influencer marketing**: Rogue influencers exploiting gender stereotypes and false claims, evading marketing regulations. - **Misinformation Risks**: The rise of news influencers raises concerns about the spread of misinformation due to lack of formal journalism training. - **Malicious use of generative AI**: Generative AI models facilitate the creation of believable accounts for foreign influence campaigns, raising concerns ahead of elections. - **Misinformation in Wellness Industry**: The unregulated wellness industry allows influencers to make unverified health claims, leading to potential misinformation and health risks. - **Impact of Social Media on Health Decisions**: Physicians express concerns about patients obtaining faulty medical information from social media and generative AI sources. - **Healthcare Affordability and Inequities**: Healthcare executives face challenges in balancing profitability with the need to address inequities in care affordability. - **Consumer Backlash**: Brands face backlash if diversity efforts are perceived as tokenism, highlighting the need for genuine commitment. - **Healthcare Inequities**: The healthcare ecosystem faces challenges in addressing health equity, necessitating personalized communication strategies to meet diverse patient needs. - **AI Governance**: There is a lack of governance structures addressing AI in healthcare, posing risks to equitable care delivery.