Marketing technology (martech) has entered a new era defined by AI agents, composable architectures, and the rise of buyer-side AI assistants that are fundamentally changing how customers discover brands and B2B vendors.

The news: Medicare and Medicaid could cover GLP-1s for weight loss as part of a proposed five-year government experiment, according to a report in The Washington Post. Our take: The pilot, albeit not finalized, is a significant about-face from the Trump administration—particularly its top health official, Kennedy. It could be a signal that CMS Administrator Dr. Mehmet Oz is behind the plan, since he’s a bigger proponent of the meds. Still, we’re dubious about how many health plans will commit considering GLP-1s' high costs are a top concern for most insurers.

Senate confirms Dr. Oz to lead CMS: Reducing Medicare Advantage overpayments could be a priority for Oz and his team. Looming cuts to Medicaid will be tougher to justify.

Chaos reigns at federal health agencies: Communications pauses, funding freezes, and fraud investigations have all taken place in recent weeks. Here’s why the flurry of activity holds serious implications for the future of the NIH, CDC, and CMS.

CMS unveils list of drugs for the next round of Medicare price negotiations: Drugmakers’ efforts to win over the Trump administration could amend the process in their favor—up to a certain point.

CMS must recalculate UnitedHealthcare’s Medicare Advantage star ratings: The ruling could be a good omen for Medicare Advantage insurers whose ratings were downgraded.

CMS must recalculate UnitedHealthcare’s Medicare Advantage star ratings: The ruling could be a good omen for Medicare Advantage insurers whose ratings were downgraded.

Trump taps Dr. Oz to helm the CMS: We detail what the celebrity doctor’s appointment would mean for the future of Medicare, Medicaid, the Affordable Care Act, and consumers enrolled in these plans.

The explosion of generative AI has moved the “dream” of one-to-one messaging personalized for each consumer closer to reality—but concerns remain. Here are four questions surrounding personalization right now.

When done right, email marketing is one of the most effective ways marketers can interact with consumers. For a more successful email marketing program, marketers should take a look at their process from end to end and find ways to optimize. Here are some key steps.

We lowered our expectations for digital ad spending next year amid ongoing data privacy challenges, post-pandemic normalization in investment, and overall market instability.

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.

Despite a post-pandemic dip in annual growth, robust spending on martech will result in a $14.54 billion market in 2022.

Interoperability has long been a pain point for the US healthcare system. While new federal regulations should spur payers and providers to adopt data-sharing solutions, ingrained information blocking practices, privacy concerns, and the demands of the pandemic may hamper efforts toward regulatory compliance.

The CMS may repeal a long-awaited hospital price transparency rule it just enforced, much to hospitals’ liking—here’s how digital health solutions could disrupt the healthcare payments space and address this contentious issue.

Eighty-eight-percent of online shoppers said it’s important for brands and retailers to offer personalized experiences, according to a March 2019 survey from Episerver. In addition to personalization, learn what other three functions are recommended in a web content management system to truly engage your customers.