GCI Group introduced Muse, an integrated celebrity and influencer engine for global health brands. The launch consolidates GCI’s existing celebrity and influencer offerings into a single practice.

Muse tackles challenges in the health influencer marketing space, including combating medical misinformation while aligning with impactful online personalities. The practice will be led by Elisia Canna, GCI’s celebrity and talent integration lead, and Michael Cree, the global influence lead.

Central to Muse’s approach is the proprietary Compass methodology, which utilizes AI-generated technology to optimize influencer messaging for targeted audiences. GCI states that Muse will engage marketing specialists with healthcare sector experience to deliver effective influencer messaging within the regulated medical marketing environment.

GCI CEO Kristin Cahill emphasized the role of celebrities, social media influencers, and digital opinion leaders in shaping health behaviors. Muse intends to build engagements with various health influencers, from rare disease patients to globally recognized celebrities, patient advocates, healthcare providers, and policymakers.

The launch of Muse follows similar moves by other agencies in the influencer marketing space. In April, Ogilvy launched Health Influence, combining their PR global influencer team with Ogilvy Health experts. Real Chemistry also debuted IRIS, an AI-powered predictive analytics platform focusing on GLP-1 drugs and the obesity market.