Back row L-R: Nina East, Rob Liversage, Peta Lange, Richard Brett, Rachel Stanton
Front row L-R: Mike Lane, Ben Hickey, Katie Panteli, David Bailey
Ogilvy Health Australia has unveiled an expanded offering which provides pharmaceutical, healthcare and wellness brands access to the influence economy.
Ben Hickey, who joined Ogilvy Health in late 2024 in the newly-created head of consumer health role, is leading the consumer offer, including the rollout of Health Influence. S
Ogilvy Health group managing director Rachel Stanton said the brand 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.
"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 greater impact on the lives of Australians," she said.
"Our expanded offering – including Health Influence – and Ben’s strong experience in the consumer health sector are all key conduits to make this happen."
Hickey joined Ogilvy from Weber Shandwick Singapore where he was senior VP of its Healthcare Division for five years. He has also worked at a range of renowned global agencies leading healthcare teams and clients, including Burson and Edelman in London.
He said the agency’s strong expertise across disease states, scientific health communication, health policy, health advocacy and behaviour change, combined with Ogilvy PR’s numerous consumer and influence experts, "presents a real opportunity to ensure we are engaging and communicating with Australian consumers in a variety of different ways about a multitude of health and wellbeing considerations".
"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," he 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."
Hickey said Health Influence would be a particularly powerful tool in communicating with Australian audiences that are becoming increasingly aware of, and interested in health and wellbeing, and looking to new media sources for information.
"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," he 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."
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