Health apps are mainstream, but brands are having trouble keeping users engaged. Actionable, value-added AI features will be essential for many health apps to stay relevant.

Health influencers drive real behavior, but trust rests with doctors and patients. As creators gain reach, healthcare marketers must harness influence while protecting credibility, safety, and compliance in a high-risk category.

Asia-Pacific leads AI adoption worldwide, but penetration varies widely by market. From rapid uptake to cautious testing, markets are taking very different paths.

The next wave of commerce media growth will come from verticals in which first-party data, digital touchpoints, and consumer engagement converge—even as executional risks threaten to slow progress.

AI was everywhere at CES 2026, from robots to toilets and toys. The race to define the next computing interface is on, agentic ad tech is emerging, and health wearables are pushing further into physiological data. Best in show: Lego’s Smart Brick.

The first year of Trump’s second term has brought disruption and uncertainty, reshaping retail, media advertising, tech, health, and financial services.

Women are reshaping healthcare. They’re driving demand for credible information, personalized wellness solutions, and community support. As women’s needs evolve through life stages, expectations and growth for women’s healthcare are rising.

Consumers are integrating AI into everyday health searches as tools grow more conversational, even though output reliability remains uneven. The balance of speed, accuracy, and trust will shape how people use AI for information and care.

Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.

As healthcare and pharma ad spend shifts to digital, discover the CTV, social, and search trends redefining media strategy in our latest forecast.

With tighter rules looming for D2C drug ads, pharma must strengthen its marketing efforts to healthcare professionals (HCPs). Delivering data-driven outreach and credible clinical content on digital channels that physicians frequent will be key to sustaining drug awareness and prescriptions amid declining HCP access.

The digital ad market is splitting into a two-speed dynamic. Retail and a few fast-growing sectors are surging, while others are stalling slightly under regulation, weak demand, and economic strain.

Black, Hispanic, and Asian consumers are younger and more digitally engaged than average. To build authentic relationships with them, brands and marketers need to understand their healthcare attitudes and behaviors, which have been shaped by inequities and biases.

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.

Our midyear report revisits the top trends we named in early 2025 to see what’s shaping the market, evolving fast, or fading in the rearview mirror.

Tens of millions of Americans will use weight loss drugs in the coming years. Here’s what pharma, food and beverage, wellness, and fitness brands and marketers need to know about GLP-1 patients’ changing behaviors alongside their medication use.

GenAI is changing pharma marketing from content creation to pharmacovigilance. Brand marketers and agencies are moving from experimentation to broad adoption of AI assistance and more efficient, effective, and relevant consumer communications.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here’s how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

Consumers are turning to digital channels for medical information and advice and to research healthcare products, treatments, and services. Here’s what healthcare and pharma marketers need to know about converting information-seeking consumers into customers.

Wellness is becoming more digital, personalized, and consumer driven, with technology playing a central role in health management, fitness, and self-care.

US smart wearable users will surge past 100 million by 2025 as AI capabilities drive adoption. Generational preferences, device convergence, and rising form factors like smart glasses and rings will reshape the market through 2028.

Consumer interaction and engagement with healthcare and pharmaceutical ads vary greatly by generation. Marketers must gain a better understanding of these differences to reach patients more effectively.

Healthcare and pharma companies are embracing D2C business models to get their medications, treatments, and services to more consumers without industry middlemen restricting access. Concurrently, patients are becoming more price-conscious healthcare shoppers, propelling more D2C activity next year.

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.

Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.