Promoting savings via pharmacies, doctors, and online patient forums could help raise awareness of these coupons and pass on the savings needed to reduce prescription nonadherence.
From TikTok to pharma sites, women’s go-to channels shift by life stage—and marketers need to follow.
Gen Z and millennials are adopting telehealth and digital tools more quickly to navigate health information and manage their care.
Despite added personalization, Pfizer, Verily, and others will struggle to draw health-information seekers away from ChatGPT and Gemini.
As patients arrive at their appointments with AI-sourced self-diagnoses, healthcare marketers must reassert providers’ authority.
Women use more healthcare, spend more on prescriptions, and are spurring telehealth companies to deliver tailored virtual services.
Healthcare leaders are betting on digital and virtual technologies powered by AI to improve patient engagement, satisfaction, and health outcomes.
Health systems and health insurers are at risk of losing business due to the new law, but have an opportunity to proactively support patients through upcoming changes to Medicaid coverage.
As more Americans take weight loss drugs, eating, shopping, and healthcare expectations are all evolving
Pharma’s intangible value drops as others climb: While other sectors gained ground, pharma lost value, driven by individual company setbacks and policy pressures.
While online pharmacy is booming, access to an in-person pharmacist remains important. Expect chains to focus on smaller, health-focused stores and expand their digital services in 2026.
Gen Z worries, AI search shake-ups, and social media trust issues are driving major marketing shifts across all fronts.
Patients want medication clarity and cost help earlier—pharma brands can step up with timely info, not just ads.
Regulatory crackdowns, digital dominance, and AI adoption forced marketers to rethink strategy, spend, and compliance across the year.
Pharma, startups, and the federal government piled into virtual care with new platforms and partnerships.
Wegovy pill offers a needle-free, lower-cost option that could broaden patient access.
The White House issued an executive order reclassifying cannabis from a Schedule I to a Schedule III controlled substance—a lower-risk category that puts it on the same plane as some controlled prescription medications. The US legal cannabis industry is worth $35 billion and served by at least 800 FIs. Even if Congress follows through as cannabis is reclassified as a lower-risk substance, banks will likely be slow to get involved. Enhanced due diligence and reporting requirements are in force until further notice, and being in the cannabis business has a stigma among banks regardless.
23% now say it’s in crisis—the highest share in 30 years—with affordability fears at the core.
Pharma companies see pricing concessions as the lesser of two evils, as the price cuts grant exemption from Trump’s tariffs on US drug imports.
As AI moves into decision-making support, the next challenge is helping patients trust how it fits into their care.