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Healthcare and pharma companies are embracing D2C business models to get their medications, treatments, and services to more consumers without industry middlemen restricting access. Concurrently, patients are becoming more price-conscious healthcare shoppers, propelling more D2C activity next year.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.

Here’s what healthcare and pharma brands need to know about making social health influencers a bigger part of their marketing strategies in order to sway consumer decisions.

Consumers are using the internet and social media to a great extent for healthcare purposes. Here’s what healthcare and pharma marketers need to know about how online-acquired information influences patient action.

Consumers’ trust in the healthcare system is eroding, and they’re turning to other sources for information and treatment. Here’s how that could play out in 2024.

Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust—but they must better understand Gen Xers’ healthcare attitudes and behaviors.

Digitally native Gen Zers engage with healthcare in different ways from other cohorts—e.g., they’re likely to turn to online channels for health information before going to a doctor. Providers and marketers must quickly adapt if they want to form lasting relationships with this age group.

Digital-savvy millennials are demanding a digital-first approach to accessing health and wellness information, as well as healthcare services. They’re trusting family, friends, and social media for medical advice, almost more than doctors.

Technology is now at the center of patients’ health journeys. To improve the consumer experience, healthcare providers and marketers must gain a better understanding of how digital health tools differ across platforms and populations.

The pandemic is becoming endemic, and the changes consumers adapted to in the past two years—such as telehealth and retail health clinics—are here to stay. Healthcare and pharmaceutical advertisers must reassess their digital strategies to boost engagement with consumers and healthcare professionals.