A generic version of the abortion pill mifepristone was quietly approved by the FDA before the federal government shutdown. Pharmacies need to provide clear, state-specific guidance so consumers don’t have to guess about access in their area. They can create discreet information channels that ensure consumers’ confidentiality while seeking information, such as secure online consultations with pharmacists or privacy-secure QR code links.

The news: A California court ruled Meta’s collection of menstrual health data violated state privacy laws, per TechCrunch. The takeaway: The Meta case puts tech companies that use health data for ad targeting and marketing on notice. Explicit consent and absolute transparency is not only legally critical around healthcare data, but also key to building trust with consumers.

The news: Healthline Media settled with the California Attorney General’s office over allegations that Healthline.com failed to opt consumers out of having their personal information shared for targeted advertising. Our take: State health data privacy laws are new, meaning we will likely see increased scrutiny and more enforcement action against companies that previously went unchecked. Healthline and other health content companies must verify that their opt-out tools work as intended while being transparent with advertisers about the consumer data they can and cannot share with them.

The trend: Healthcare advertising motivates consumers to go online to do more research, or talk to a medical professional—but the majority of people have privacy concerns about personalized ads. Our take: Healthcare marketers are eager to use AI and targeting technology to make one-to-one connections with consumers. And it’s true that personalized ads can be more useful for people. However, marketers need to use transparent labeling, use conspicuous ad tags on social media, and preface targeted emails with explanations about why they’re being sent.

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.

That was primarily due to low adoption, privacy concerns, and poor integration with health systems and electronic health record platforms. More recently, Apple rolled out a Health Records feature on its iPhone health app, but uptake has been limited due to a lack of widespread healthcare provider participation, per BI.

Highlight safety and privacy in messaging to counter any uncertainty or skepticism about the platform. This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports.

The Epic, Particle Health saga unpacked: Particle’s recent filing of an antitrust lawsuit raises salient points on patient data privacy and anti-competitive behavior in healthcare.

These entities are rapidly expanding into categories traditionally overlooked by primary care—including sexual health, women's health, hormone replacement therapy (HRT), and weight loss—offering patients the convenience and privacy of telehealth consultations. GoodRx made its D2C medication sales debut in June when it rolled out a subscription service for erectile dysfunction (ED) treatment.

Healthcare providers, payers increase IT investments: In light of the devastating fallout of the cyberattack on Change Healthcare, providers and payers alike are hedging against future cybersecurity threats.

AI chatbots could help anxious patients get answers more quickly, but putting personal health information into public large language models raises major privacy concerns. OpenAI CEO Sam Altman last month warned people against putting personal information, including health-related details, into ChatGPT.

Moderna uses ChatGPT Enterprise for custom and privacy-safe commercialization systems. Moderna has 750 general pretrained transformers (GPTs) across its company, which include R&D and clinical data uses as well as corporate branding.

OpenAI created an Expert Council on Well-Being and AI—a panel of eight behavioral and mental health specialists tasked to guide how AI tools like ChatGPT and Sora interact with users, per Ars Technica. CEO Sam Altman also announced on X that, “now that we have been able to mitigate the serious mental health issues and have new tools, we are going to be able to safely relax the restrictions in most cases.” OpenAI’s loosening guardrails shift responsibility to brands and users who must now share in the responsibility to define and enforce their own ethical boundaries.

Leverage first-party data and privacy-safe health data to reach high-value segments—patients, caregivers, and HCPs—in relevant therapy areas. CTV’s targeting helps balance reach with regulatory alignment. Audit and upgrade regulatory playbooks. Use the FDA’s recent cache of warning letters as a compliance blueprint.

However, widespread adoption hinges on addressing privacy concerns and social acceptance factors. Apple still plans to develop smart glasses eventually, but its current focus on the Vision Pro headset may give competitors a chance to gain ground. EssilorLuxottica, which makes Meta’s Ray-Ban line, is already expanding production capacity for smart glasses and looking for new brand partnerships.

Lay out plans to reduce the likelihood of another cybersecurity breach. This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry.

The Adprime acquisition could tap new revenue with targeted and privacy-compliant ad solutions. We forecast healthcare and pharma digital ad spending will grow from $22 billion this year to $24.7 billion in 2026, as marketers follow consumers and physicians who are consuming more digital media.

Retailers will also have to ensure consumer trust via strict privacy controls and consent to data sharing. 8. GenAI tools will become a routine part of how most consumers seek health information. More consumers will rely on AI for health research.

Patients will opt for medical devices and tests that can be used in the privacy and comfort of their own homes. In addition to being more convenient, 61% of consumers perceive home testing as less expensive, according to Tasso. Sources. Bessemer Venture Partners. KFF Health News. McKinsey & Company. National Alliance of Healthcare Purchaser Coalitions. OnePoll. Tasso. Trilliant Health.

Witty acknowledged during a Senate hearing after the attack that the company didn’t have basic cybersecurity protections in place. Yes, and: UnitedHealth also said yesterday it’s suspending its 2025 forecast due to increased medical costs as members get more care, particularly in the Medicare Advantage market.