But a crowded obesity market demands product differentiation, fewer side effects, and benefits beyond weight loss to reap financial gains.

Abbott is spending $21 billion to buy cancer testing company Exact Sciences, known for its Cologuard colorectal cancer at-home test in a box. Abbott’s purchase of Exact highlights the move toward consumer-friendly at-home cancer screenings.

Most consumers aren’t too familiar with the CDC’s recent COVID-19 vaccine guideline changes, and those who have heard about them say the updates are unlikely to affect their decision to get the shot, according to an October 2025 Pew Research Center survey. Vaccine makers can partner with medical groups and pharmacies to disseminate information through traditional and digital media. Communication shouldn’t challenge CDC guidance or politicize the issue, but should explain where to get the shot, note any insurance changes, and outline special considerations for people with certain medical conditions.

The news: Florida state’s surgeon general and Gov. Ron DeSantis announced a ban of required immunizations such as measles, mumps, chickenpox, whooping cough, and polio. Our take: We can no longer rely on childhood immunizations as basic preventative care—as has been the case for the vast majority of people in the US for a long time. = Vaccine makers and healthcare providers need to actively promote vaccines, especially childhood vaccines. Their messaging and marketing will need to highlight the safety and benefits of vaccines. They should also take a page from the COVID-19 vaccine mandates, and avoid talking down to people and issuing edicts, but instead adopt a non-judgmental tone and invite questions.

Consumer trust in the US healthcare system and its key players has eroded. Brands now face patients who distrust traditional guidance—often due to political polarization—and seek answers from unverified sources. Here’s how brands and marketers can win back patient trust and rebuild deteriorating reputations.

The news: The identified gunman in a fatal shooting at the CDC’s Atlanta headquarters had blamed the COVID-19 vaccine for making him ill and suicidal, according to media reports. Our take: Building trust in government health agencies like the CDC is crucial. Physician associations and healthcare and pharma companies can help reinforce the credibility of the medical establishment by partnering with trusted local doctors, pharmacists, and patient advocacy organizations to inform consumers on the benefits of government-endorsed treatments and the risks of being unvaccinated.

The news: Due to confusing guidance from the federal government, medical associations and several states are creating their own vaccine recommendations for the public, per a Reuters report. Our take: Next, pharma brands and marketers—particularly vaccine makers—must preserve the integrity of their products by creating ad campaigns that directly address the safety concerns called out by RFK Jr. and his team.

As employment trends and economic stressors drive down life insurance products’ relative affordability, insurers must find new ways to sync up with potential customers. Product flexibility, investing in technology, and updating outreach tactics will be key.

The news: Despite lower COVID-19 mortality rates, it remains the 10th leading cause of death in the U.S. Lingering health impacts—like long COVID, delayed diagnoses, and worsening chronic conditions—continue to threaten life insurers’ claims experience and profitability. Pre-pandemic underwriting likely underestimated these risks. Our take: Life insurers must recalibrate actuarial and pricing models to account for persistent COVID-19 health risks. Incorporating new medical and mortality data into term life and other products will ensure premiums align with post-pandemic realities, protect margins, and improve risk modeling accuracy in an evolving health landscape.

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

The news: HHS Secretary Robert F. Kennedy Jr. replaced the CDC’s influential vaccine advisory board with 8 new members, including some anti-vaccine advocates. Our take: The new HHS administration's public statements and actions undermine the safety perception of all vaccines. Drugmakers on the sidelines risk consumer trust—and vaccine uptake. It’s time to partner with respected medical groups like AMA to counterbalance confusion.

Trump administration drops Moderna mRNA pandemic flu research: This adds to increasing doubt around the validity of mRNA vaccines, and will likely cause uncertainty for drugmakers looking to federal agencies for vaccine guidance.

Consumers believe they were misled about COVID-19: Their trust in public health leadership will likely only worsen as federal agencies purge personnel and messaging on medical treatments and protective measures gets muddier.

Consumers’ vaccine skepticism persists: Their growing distrust coupled with the spectre of RFK Jr. leading the HHS could portend bad news for Big Pharma

Activist investor takes $1B stake in Pfizer, eyes a performance turnaround: But to the drugmaker’s credit, its plan to diversify the therapeutic areas it will focus on moving forward should place it in line with investors’ expectations.

This year’s upfronts have been unusual, with the haze of the Writers Guild of America strike and a decisive shift toward streaming. From YouTube’s mixed messages to Netflix’s ad-supported tier’s less-than-impressive beginning, here are five trends pinpointed by our analyst.

“The sky isn’t falling,” according to The New Consumer and Coefficient Capital’s “Consumer Trends 2023” report. But consumer habits are changing as a result of high inflation, shifting attitudes around COVID-19, and the battle for digital attention. Here are our key takeaways from the report.

Here's how the iconic brand pivoted from transactional marketing to brand-building in the long term.

Shoppers in India spent enthusiastically ahead of Diwali celebrations: But the outlook for China’s biggest shopping event is much less rosy as Chinese consumers grapple with economic uncertainty.