Healthcare and pharma companies will lean further into D2C in 2025: They’re cutting out health insurers and PBMs that bottleneck patient access to their products and services. But the industry’s push into D2C won’t be met without challenges.

Declining revenue, data breaches, and user mistrust jeopardize its future, leaving its vast genetic data trove in limbo as the company struggles to pivot.

Trump taps RFK Jr. to lead Health and Human Services: If confirmed, the vaccine skeptic’s appointment would hold serious implications for Big Pharma.

Pfizer explores a sale of its hospital drugs unit: The move was spurred by activist investor Starboard Value, which has put pressure on Pfizer to reduce its debts after taking a $1B stake in the company.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Pfizer raises full-year revenue guidance by $1.5B: The drugmaker’s Q3 earnings represent a near-term win, but one quarter of strong performance won’t appease its activist investor for long.

Senators probe Pfizer, Eli Lilly about their D2C telehealth platforms: But we don’t expect a slowdown in Big Pharma’s push into direct-to-consumer sales. Here’s why.

Sanofi in talks to sell 50% stake in Opella: The pharma company joins other drugmakers shedding their consumer health businesses to better focus on bolstering their prescription drug pipelines.

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.

Apple leads businesses leaning on China: The brewing tech cold war notwithstanding, companies like Apple need to rely on established supply chains. Continued foreign partnerships are essential to China’s recovery.

Pfizer expands its agreement with CytoReason by five years to boost AI’s role in drug development. We spotlight the trend in the pharma world.

The pandemic upended the conventional process by which pharmaceutical sales reps pitch their drugs to healthcare professionals. Physicians now demand hybrid in-person and virtual meetings. Pharma marketers must assess ways to refine various digital detailing (aka e-detailing) strategies.

Dozens of digital pharmacies have appeared in recent years, jostling for consumers’ attention alongside the digital twins of national retail chains and mass merchandisers. The threat of recession may send more consumers online, looking for lower prescription prices.

Agencies spy an opportunity in the metaverse: WPP is partnering with Epic Games on a new initiative for that very reason.