The trend: Neurologists don’t recall specific brand names of drugs. They think of medication in broader terms, like the type of conditions they treat (e.g., autoimmune disease drugs), or which class of drug category they belong to (e.g., anticonvulsants), according to a July 2025 survey of 57 US neurologists. The big takeaway: Marketing that leads with the product’s name works well for some drug categories. That’s the case for blockbuster cancer drugs such as Merck’s Keytruda and Bristol Myers Squibb’s Opdivo—both of which have strong unaided recall rates with oncologists, per previous ZoomRx research. Neurology is a broad category that treats a diverse range of conditions, however. Most HCP marketing strategies in this space should detail how their product tops others in the same drug category or for a particular indication (e.g., “a leading anti-seizure drug), supplemented with peer-reviewed efficacy and safety data, as well as physician prescribing patterns and patient testimonials.
The news: Pharma commercialization company Eversana bought digital health tech Waltz Health and is creating direct-to-consumer (D2C) and direct-to-payer models that cut out rebate negotiators, or pharmacy benefit managers (PBMs). Our take: D2C sales are the most palatable of the Trump administration’s drug pricing policies for pharma companies. But with limited in-house tech expertise, drugmakers need to partner with service providers. Health tech companies that offer D2C end-to-end solutions can create new revenue streams, while helping pharmas cater to Trump and patients’ demand for affordability and convenience.
The news: President Trump fired the head of the CDC less than a month after she was approved by the Senate. At least four other senior leaders at the agency also resigned. Director Susan Monarez accused HHS and Secretary Robert F. Kennedy Jr. of “weaponizing public health for political gain and putting millions of American lives at risk” per a statement from her lawyers. Our take: Healthcare brands and pharma marketers need to take the lead and create science-based messaging about vaccines to counter misinformation. They can partner with influencer physicians on social media (where misinformation abounds) with engaging edutainment, and lean into local efforts with community partners like sponsored health screenings or free vaccine days.
Eli Lilly plans to file for global regulatory approval of its first weight loss pill following positive results in a second key trial. People with both obesity and type 2 diabetes lost an average 10.5% of their weight and significantly improved blood sugar levels. Oral GLP-1s faced investor disappointment over weight loss results that fall short of the injectables. However, with around 100 million US adults with obesity, the next gen pills are an opportunity for marketers to rethink how the more convenient, no-needle oral options can fit patients’ needs.
The news: Almost 6 in 10 physicians (58%) are skeptical that the US physician shortage will improve significantly in the next decade, per a Medscape report last week. While we expect the shortage—and physicians’ skepticism—to persist, generative AI could help with both. AI-assisted administrative work can save physicians hours of work, while AI tools for clinical support and diagnostics can boost accuracy, improving job satisfaction and adding appeal for the next generation of medical students.
The trend: US consumers are losing faith in most components of the healthcare system, including federal health agencies and their leaders, drugmakers, insurers, and hospitals. Our take: Marketers at healthcare and pharma organizations (including providers, insurers, public health agencies, and drugmakers) must develop strategies to rebuild trust and guide patients to reliable information during a time of great uncertainty. Vaccine makers should partner with trusted medical groups, local physicians, and pharmacists to develop educational materials with clinical data that counter vaccine hesitancy among consumers. Pharma companies and insurers should address consumer frustrations through open public dialogue and provide transparent explanations for controversial pricing decisions. Drugmakers should additionally monitor condition-specific forums and social platforms like Reddit, where consumers share treatment experiences, and use these spaces to offer cost-saving tools for pricey medications.
The news: Johnson & Johnson is expanding its US manufacturing presence with a $2 billion investment in North Carolina via a partnership with Fujifilm Biotechnologies. Our take: Some US builds have been in the works for years, which means pharma is happy to make this good-faith “concession”—especially after seeing the impact the COVID-19 pandemic had on global supply chains. Even if Trump changes course on tariffs, or if the next administration has a completely different view, pharma companies won’t regret having more production capability in their biggest market.
The trend: Consumers pay broadly different prices for the same healthcare procedures across the US, with the highest average negotiated rate more than 9 times the lowest average rate in a recent assessment by Trilliant Health. Our take: Consumers want to be able to compare healthcare costs, but it’s still unclear how forceful the federal government is going to be in mandating true transparency—and if consumers truly grasp the publicly posted prices for medical services. We expect hospitals will continue to push back on any new regulations, while insurers will keep information on negotiated rates behind closed doors, thus perpetuating price disparities and not arming consumers with actionable insights that will lower their healthcare costs.
The news: The first glucose monitor for weight loss was cleared by the FDA this week. The newly approved Signos system uses an AI platform along with Stelo, Dexcom’s over-the-counter continuous glucose monitor (CGM), for real-time tracking and recommendations. Our take: We expect more glucose tracker options for GLP-1 users to be cleared by the FDA as CGMs move into the mainstream. CGM device makers and AI-assisted apps need to stress the importance of healthcare provider guidance and stick to science-based education and marketing.
US physicians are noticing an increase in patients who are influenced by medical misinformation and disinformation, according to a recent survey of over 1,000 doctors from The Physicians Foundation. The final word: Healthcare providers should find out where patients get their medical information during visits. Evaluating the pros and cons of different online sources in partnership with patients could spur more frequent two-way dialogue between patients and their doctors. Physician education can dissuade consumers from relying on unconventional channels for health information. Doctors should also take up the opportunity to develop trustworthy health content for social platforms that are actively looking to combat medical misinformation, such as YouTube.
The news: New details on the Trump administration and European Union trade agreement solidify a 15% tariff cap on generics and active pharmaceutical ingredients, but leave questions on brand-name drug imports. The takeaway: Pharma companies can breathe a sigh of relief with the certainty of 15% EU tariffs and another reprieve, at least for now, on MFN pricing. Although the threat remains, the MFN deadline has already shifted once from June to September and could be moved again. That said, drugmakers should continue discussions while preparing for counter measures if needed such as US-only drug launches or raising prices abroad.
The news: Telehealth company Ro signed tennis superstar Serena Williams as a celebrity patient spokesperson for its GLP-1 weight loss meds. Our take: As an athlete, Williams speaks to potential GLP-1 customers who may not relate to advertising that focuses on people with obesity. Ro’s strategy is a win for Lilly and Novo since the drugmakers can stick to brand-safe body positivity and anti-stigma messages via obesity awareness campaigns, while their telehealth partners take on flashier campaigns with mega-celebrities while not having to adhere to the same strict FDA ad regulations.
Google will soon unveil an AI-powered personal health coach for the Fitbit app. Powered by Gemini, the health coach will be available to Fitbit Premium subscribers. Google will roll out a preview in October with the latest Fitbit trackers, Fitbit smartwatches, and Pixel Watches. Our take: The AI arms race has hit the health app and wearables space, and Google/Fitbit beat rivals to the punch with an AI personalized health coach. Highly customized health recommendations will be a must-have in the next iteration of digital health tools. Players in this space must ensure their AI-delivered guidance is reliable, while not turning off consumers with pricey subscription requirements.
The news: Epic rolled out new genAI tools for clinicians, including an AI scribe solution that transcribes doctors’ notes during patient visits. Epic will incorporate ambient technology from Microsoft to power its medical documentation technology. Our take: Epic’s AI scribe solution with Microsoft/Nuance as its development partner delivers a major blow to startups like Abridge and Ambience. These two companies are part of a booming ambient AI scribe space that has totaled nearly $1 billion in investment funding so far this year, per a July analysis from STAT. But Epic’s presence will make it much tougher for smaller players to stand out in the category, since doctors will be drawn in by the efficiency of using scribe tools from their EHR system.
The news: The American Academy of Pediatrics (AAP) released COVID-19 vaccine recommendations that contradict the federal government’s recent guidance shift. Our take: Conflicting vaccine guidance is creating confusion for patients and healthcare providers, while making public discourse on vaccines more divisive. The responsibility to fix this will now fall on local leaders. States, communities, and physicians must take charge. They need to deliver clear, evidence-based vaccine information directly to people through local clinics, schools, and pharmacies. They must also actively campaign for insurers to continue covering the shots.
The news: A closely watched GLP-1 experimental pill from Viking Therapeutics achieved lower-than-anticipated weight loss results in study data released Tuesday. Our take: While weight loss pills won't be as powerful as shots, they still offer a good solution. Losing 10% to 12% of weight is still a significant result. Plus, pills are much more convenient than injectibles. They're easier to store and take, and don't require a needle. Drug companies should focus on promoting these benefits to market the pills as a good weight loss option.
The trend: The number of family caregivers in the US continues to increase, and many are taking on more responsibility, according to a survey of nearly 6,900 family caregivers ages 18+ from the AARP & National Alliance for Caregiving. Our take: Healthcare provider organizations and pharma companies can build relationships with families and drive brand loyalty by developing resources that target caregivers rather than patients. For instance, providers with patients who have family caregivers can offer transportation services to appointments, be accessible during times of the day that best work for caretakers, and connect caregivers with resources on how to get compensated for their work. Additionally, drugmakers should create educational materials that help caregivers better understand their recipients’ disease, manage their treatment regimens, and administer medications.
The news: HHS Secretary Robert F. Kennedy Jr. is reviving a children’s vaccine task force after pressure from anti-vaccine advocates. The reinstated Task Force on Safer Childhood Vaccines will be led by NIH director Jay Bhattacharya and include FDA and CDC senior officials. Our take: The HHS’ vaccine moves will stoke already growing vaccine hesitancy and mistrust. Healthcare providers and vaccine makers need to ally with medical groups and experts to double down on the proven science of vaccines in clear and reassuring communications to parents and consumers. They should underscore the importance of preventive vaccines for individual children and broader public health.