The bigger picture: As telehealth use declines, we expect to see vendors like Teladoc pad themselves to outlast the pandemic by focusing on provider collaboration tools, especially in high-need healthcare areas like surgery, chronic care, and oncology. National telehealth utilization dropped 10% from May to June alone, per Fair Health’s latest analysis.

For example, last month, pharma giant Bristol-Myers Squibb revealed it’s partnering with AI for drug discovery firm Exscientia to accelerate the discovery of “small molecule” therapeutic drug candidates in oncology and immunology.

TriNetX has architected a slew of other AI-enabled solutions, too—including an oncology-specific solution that combs through cancer patients' health records to predict what treatment might work best for them. The company boasts an impressive roster of pharma partners, including Eli Lilly, Sanofi, and AbbVie. Big Tech's Involvement.

It’s likely oncology will remain at the epicenter of hospitals’ precision medicine strategies. While hospitals are still reeling from the pandemic, which could be stymieing precision medicine efforts in the short term, the one-third of hospitals that were already operating moderate- or high-maturity programs pre-pandemic will likely continue to focus their efforts on oncology.

Where it’s headed next: For one, the nimble startup snapped up biosensor maker Biovotion last year—and this April, it acquired Gaido Health from Takeda pharmaceuticals to wade into the oncology space. It also just bagged $100 million in Series C funding this September to expand its portfolio of offerings, which it could use to broaden its presence in Asian markets.

Rather than waiting until digital leadership kinks are ironed out in-house, some pharma giants have been merging with AI partners to speed up drug development: In 2018, Roche snapped up AI developer Flatiron Health to advance usage of its real-world evidence platform for oncology research, for instance.

So, on this side of our content, there's a more explicit emphasis on things like diabetes and oncology support. What challenges do health insurers like Aetna have when it comes to marketing healthy living to consumers? The strategy of Aetna itself took a pivot about four years ago, when the emphasis was placed more on members' health.

“If you have an oncology brand or a multiple sclerosis brand, you know that patients still need to get their treatments. What are some of the conversations that are happening right now among patients? What are their fears? What do they need from us as brands? That is the type of conversation that we are seeing,” Aliaga said. How are consumers responding to my new creative?