Lyra Health is debuting a generative AI (genAI) chatbot for mild to moderate mental health challenges like burnout, sleep or stress. AI chatbots for mental health will likely keep growing as consumers, especially younger generations, seek more affordable, lower-pressure alternatives to traditional in-person therapy. Lyra’s measured rollout shows how AI therapy could be deployed responsibly: limiting chatbot use to lower-risk mental health issues and emphasizing safety.
AstraZeneca reached a deal with the US government to lower prescription drug prices in exchange for a three-year tariff reprieve. If more Big Pharma deals with Trump mirror Pfizer’s and AstraZeneca’s, it signals the sector views the terms as favorable, since core revenue drivers remain largely untouched. Still, pricing pressure won’t subside anytime soon, with more drugs expected to be up for Medicare price negotiations. Big Pharma shouldn’t view these latest agreements as the end of the line, but rather as important learning moments for which drug pricing concessions will appease the administration.
Pharmacies and prescription drug discounter GoodRx are in talks with the Trump administration about joining its planned direct-to-consumer (D2C) prescription drug portal called TrumpRx. Pharmacy retailer and GoodRx participation could determine whether TrumpRx stays a niche effort or evolves into a consumer prescription drug marketplace. Pharma marketers joining the platform should build on existing pharmacy and GoodRx partnerships, and focus on creating consumer-friendly e-commerce and telehealth experiences.
Nearly all of healthcare professionals' (HCPs) medical content consumption is happening via digital channels and sources, according to a July 2025 M3 MI study. Healthcare and pharma brands have recognized that they must meet time-strapped HCPs on online channels, many of which allow drug advertising. Drug and medical device marketers can deliver more effective and personalized information to clinicians once they gain a better understanding of their preferences for consuming online medical content.
Pharma linear TV ad spending totaled $1.25 billion in Q3, with prescription drug commercials taking the leading share of national TV ad spending for the quarter, according to iSpot.tv. Pharma marketers are reallocating more of their budgets toward digital—especially connected TV (CTV) and social media—for more precise targeting and measurement gains. However, linear TV is still important for Big Pharma, especially for mainstream events like live sports, to drive board awareness of common health conditions. We expect linear TV’s scale, trust, and cultural relevance will keep it in the mix for the foreseeable future.
Novo Nordisk lost its federal appeals court challenge of the prescription drug price negotiation program in the Biden-era Inflation Reduction Act (IRA) prescription drug price negotiation program, which could open the door for even more price checks. We see a path where the current administration revamps, or simply rebrands, IRA price negotiations as CMS negotiations to save taxpayer money and help consumers. Brands under pressure to drop prices through the IRA and executive orders should continue those good–faith efforts but also encourage the administration to put the same pressure on insurance companies and pharmaceutical benefit managers to lower healthcare costs.
Most US consumers are already using digital tools for healthcare purposes, but three-quarters would prefer more personalized solutions, per a new Harris Poll sponsored by Verily. Healthcare marketers and brands need to use generative AI (genAI) tools, like remote monitoring, predictive analysis, and chatbots, to deliver personalized consumer experiences.
The Trump administration will opt against imposing tariffs on generic drug imports, according to The Wall Street Journal. Trump’s reprieve for generic drugmakers signals that brand-name medication imports won’t be spared from tariffs. Big Pharma brands that want to avoid Trump tariffs will have to follow Pfizer’s lead in striking deals with the administration. That will include lowering prices and cutting out industry middlemen like PBMs and insurers for some drugs and immediately starting to build more US manufacturing capability.
Amazon Pharmacy will soon roll out kiosks at select One Medical locations in Los Angeles. One Medical patients will use the Amazon app to generate a QR code, which they scan at the kiosk to pick up and pay for prescriptions. The kiosk model highlights Amazon’s focus on accessibility, but it’s unlikely to shift the pharmacy market—at least for now. Still, brick-and-mortar pharmacies must recognize Amazon’s advantage: a customer-centric approach paired with online convenience.
Acting CDC Director Jim O’Neill wrote in a post on X that pharma manufacturers should make separate shots for measles, mumps, and rubella (MMR) instead of the current vaccine, which combines the three. Although people don’t have the option to break out the MMR vaccine into three doses, the administration’s rhetoric could drive more parents to skip or delay a needed treatment for their kids. Vaccine makers and pharma marketers must address criticism that the combined MMR shot is unsafe for children by emphasizing how contagious measles is and the risks of lower vaccination rates when three appointments are required.
Prescription drug prices along with other healthcare costs like hospital services and nursing homes, are growing faster than overall inflation, but slower than consumer costs like housing, food, and coffee, per GoodRx Research’s latest data. Pharma marketers need to use empathy to connect with the growing group of underinsured consumers. They should be transparent about prices and acknowledge the frustration consumers feel around the complexity of the US healthcare and insurance system. Proactively highlight help offered for consumers like financial assistance, savings tools, and patient support programs.
Amgen debuted a new direct-to-consumer (D2C) prescription drug platform and cash-pay discounts beginning with heart disease med Repatha. It joins more than half a dozen pharma company D2C launches under pressure from the Trump administration to lower prices through direct sales. Drugmakers need to ensure physicians understand the new D2C platform value beyond price, such as easier access and better adherence for their patients. On the consumer side, messaging should emphasize the value and convenience of online ordering, 24/7 online customer service, and free shipping to home, especially for recurring prescriptions.
Novo Nordisk is partnering with Costco to offer the retailer’s members Ozempic and Wegovy for $499 per month, or about half off what the medications cost patients without insurance. Novo tapping into Costco’s customer base of over 100 million US cardholders is a savvy play, especially considering that Costco members skew toward higher-income compared with shoppers generally. Novo and Costco can specifically market to new mothers and families broadly who may be struggling with weight gain due to their busy lives.
A generic version of the abortion pill mifepristone was quietly approved by the FDA before the federal government shutdown. Pharmacies need to provide clear, state-specific guidance so consumers don’t have to guess about access in their area. They can create discreet information channels that ensure consumers’ confidentiality while seeking information, such as secure online consultations with pharmacists or privacy-secure QR code links.
GoodRx is partnering with Kroger pharmacies to roll out a medication savings program for branded drugs, including Novo Nordisk’s Ozempic and Wegovy. Kroger has a great opportunity to market healthy food offerings through its grocery business to people picking up GLP-1 prescriptions at its pharmacy. This might involve pharmacist-led medication management, tailored marketing for store products that support GLP-1 use (e.g., high-protein, low-calorie, fiber-rich), and access to nutrition guidance and resources.
Pharma marketers are increasingly investing in point-of-care (POC) marketing. Pharma marketers should be able to effectively integrate traditional media advertising with POC content. For example, marketers could use similar wording, data, and testimonials in a TV/online campaign as they do in a POC ad to improve audience retention. Similarly, a TV commercial may spark initial awareness of a prescription drug, while POC ads reinforce it with QR codes or digital resources that patients can explore in the waiting room, or cost-saving information provided at the pharmacy counter.
More than three-fourths (78%) of US adults support extending federal funding tax credits for ACA insurance, according to a new KFF survey. That includes 57% of Republicans who support President Donald Trump. The tax credits are a key part of the current Senate stopgap funding negotiations. If subsidies are not extended, insurers need to prepare customer-friendly strategies to retain price-conscious enrollees, such as flexible plan options or help switching plans. They should also offer new digital health perks (or highlight existing ones) like mental health support and health-related discounts.
The Trump administration is putting off plans to impose a 100% tariff on drug imports as it continues negotiations with pharma companies to lower prices on their brand-name products. Earlier this week, Pfizer became the first to strike a deal with the administration that will cut many of its drug prices by 40% or more, and in return, receive a three-year delay on tariffs. Other drugmakers can win from a PR perspective and gain political favor by striking similar agreements that avoid the worst-case scenario of heavy tariffs, drawn-out legal battles, or regulatory cost controls on all of their pharma products.
AI chatbots most often use health media sources like Mayo Clinic and Healthline in answering consumer health-related questions, according to an Outcomes Rocket study. There’s an opportunity for marketers to grow chatbot attention with quality content. Create credible and user-friendly content and avoid overly complex or jargony material to appeal to the way chatbots are constructing answers. Cater to the preference for recent data and summarized content by updating content frequently and offering condensed takes at the top of posts.
The number of patient appointments for weight loss drugs jumps whenever a celebrity reveals they use a GLP-1, according to Zocdoc data shared with EMARKETER. Brands that advertise access to weight loss drugs will want to develop messaging for when appointments surge. They should highlight that GLP-1s were developed to treat medical conditions (not for quick weight loss), and that companies are committed to making products available for all communities. Pharma and telehealth weight loss drug players should also provide transparent data on how many people experience which side effects when taking a GLP-1, while working with social media platforms to flag misleading content about medication efficacy and safety.