Friday, February 6, 2026

New Joint Venture by Mediaplus Group and WEFRA LIFE GROUP Strengthens International Healthcare Communication

The healthcare industry is one of the most dynamic growth markets in the communications sector. It is precisely for this reason that Mediaplus Group and WEFRA LIFE GROUP founded the international joint venture WEFRA MEDIAPLUS GLOBAL HEALTH in 2025. The goal is to merge global media power with deep healthcare expertise – redefining international brand leadership in the health sector.

In an interview with pharma relations, Managing Director Adrian Haack explains why international healthcare campaigns go far beyond traditional media business. A clear global lead strategy is the foundation – but its effectiveness depends on consistent local execution.

Global Lead Strategy, Local Execution

The key insight from international practice is clear: a unified core strategy is essential, but it must be adapted to regulatory frameworks, cultural specifics, and differing media usage behaviors across markets. For example, the digital share among professional audiences in Germany is around 46 percent, while it already reaches nearly 90 percent in the Nordic countries.

Marina Sperling, who co-founded the joint venture together with Adrian Haack, summarizes the approach: “We orchestrate global guidelines, local execution, and shared KPIs – making international brand management in healthcare truly scalable.”

Different Segments, Different Approaches

The importance of deep healthcare expertise becomes particularly evident in the interplay between consumer healthcare, OTC, and RX communication. While consumer and patient campaigns rely heavily on local market insights and are orchestrated through the international Mediaplus network, HCP communication requires centralized management. This is led from Neu-Isenburg, where WEFRA LIFE MEDIA brings extensive know-how and strong capabilities in B2B healthcare communication.

International Expansion and AI as an Enabler

With the acquisition of the French healthcare media agency CMS Conseil Média Santé and the establishment of a location in London, WEFRA MEDIAPLUS GLOBAL HEALTH is consistently strengthening its international footprint. At the same time, artificial intelligence plays a strategic role – both in driving efficiency and enabling data-based personalization of international campaigns.

A key element is the programmatic offering Healthy Programmatic, which for the first time enables comparable, target-group-specific communication across national borders. This creates a clear competitive advantage over traditional network agencies.