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.

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.

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.

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.

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.

High healthcare costs are forcing people to make difficult choices. Here’s the data you need to draw consumers to your brand and foster their trust in it.

Each generation navigates its health journey differently. Here’s what marketers need to know about tailoring their strategies to reach Gen Zers, millennials, Gen Xers, and baby boomers at each stage.

Here’s what healthcare and pharma brands need to know about making social health influencers a bigger part of their marketing strategies in order to sway consumer decisions.

Consumers are seeing and hearing healthcare-focused ads on a range of traditional and digital channels. Here’s the data you need to ensure your advertisements are resonating with patients.

Consumers are using the internet and social media to a great extent for healthcare purposes. Here’s what healthcare and pharma marketers need to know about how online-acquired information influences patient action.

Doctors may change their opinions of medications and treatments based on new information they access on social media. Here’s how pharmaceutical marketers can seize the opportunity.

Consumers’ trust in the healthcare system is eroding, and they’re turning to other sources for information and treatment. Here’s how that could play out in 2024.

Digitally native Gen Zers engage with healthcare in different ways from other cohorts—e.g., they’re likely to turn to online channels for health information before going to a doctor. Providers and marketers must quickly adapt if they want to form lasting relationships with this age group.

Digital-savvy millennials are demanding a digital-first approach to accessing health and wellness information, as well as healthcare services. They’re trusting family, friends, and social media for medical advice, almost more than doctors.