The U.S. healthcare industry is poised for tremendous growth – and change – over the next few years. In January, a new presidential administration will helm Washington D.C., and with it, an agenda to effect sweeping reforms across industries that influence our health, from food to pharmaceuticals. While exact details remain to be seen, it is hard to deny the simple truth that healthcare in the United States is, and has been, broken. The data to conclude this, ranging from outcomes and costs compared to our peer countries, is irrefutable, yet data and technology may be the key ingredients that help us fix it.

 

It is undeniable that we are in the midst of rapid technological evolution, driven by emerging technologies such as artificial intelligence (AI) and our deeper understanding of human biology and genomics. Because of this, drug discovery is accelerating rapidly, paving the way for a future where treatments will become increasingly personalized based on an individual patient’s needs.

 

However, despite these advancements, people living in the United States experience the worst overall health outcomes of any high-income nation, including the highest death rate for avoidable or treatable conditions. 

 

The mission of today’s health marketer has evolved in the name of advancing public health. Facing increased consumer expectations and a saturated advertising market, our job remains to connect consumers with timely, relevant information that will support them in managing their health conditions. 

 

Here are five trends and predictions we can expect to see in pharma advertising as we look ahead to 2025.

 

  1. Pharma ads will continue improving health literacy like never before.

 

Each year, 350,000 Americans die due to a lack of preventive measures or delayed engagement with the healthcare system. But as Pfizer’s former CMO Drew Panayiotou noted at the IAB’s Annual Leadership Meeting, “Only 20% of health outcomes are achieved with a pill, while over 50% of outcomes are achieved through health literacy, behavior change, and health information.”

 

As health marketers, we now have a greater responsibility to consumers, ensuring they receive relevant health messaging that inspires them to act sooner. A recent study conducted by DeepIntent and MAGNA Media Trials revealed just how impactful pharma advertising can be: 92% of doctors agreed that pharma ads empower patients to take a more active role in their health. Additionally, 62% of patients credited pharma ads with driving awareness about a condition affecting them or someone they know. 

 

Despite calls by some in the new administration for a ‘ban on pharma DTC advertising,’ it is difficult to accept the notion that educating consumers and patients about diseases, treatments, and clinical trials amounts to any form of consumer harm. 

 

We all know there is tremendous value in pharma advertising. This value only increases when you consider the role health advertising plays in informing patients and their providers of breakthroughs in treatments and care, especially across the numerous ‘medical deserts’ – mostly rural and underserved communities – in our country. Delivering timely, relevant information to the right audiences will be critical in closing gaps in care and improving public health outcomes – and we are fortunate that this is a right protected by our Constitution.

 

  1. Real-time data will be the focus of how we enable more personalized and more relevant ads.

 

In almost every other industry, hyper-personalization has become the new norm. Consumer expectations are changing as people have grown accustomed to engaging with content that is tailored to their needs and interests. Patient-centric advertising will soon be the standard, but it starts with having the right data.

 

Real-time data is crucial for ensuring the delivery of health information to consumers when they need it, allowing them to be proactive rather than reactive in managing their care and conditions. Without real-time audience signals, optimization, and measurement, health marketers cannot execute timely, relevant campaigns. In 2025, industry leaders will deliver more tailored information based on a holistic understanding of an individual’s needs.

 

  1. Marketing strategies will evolve to match recent shifts in content consumption.

 

Consumers today have abundant information from various sources at their fingertips. This increase in access has empowered them to become better advocates for themselves throughout their health journeys. However, health marketers seeking to engage these audiences are challenged with creating content that connects them with pertinent health information. 

 

Marketing strategies must be tailored based on the target audience and how they best receive their information, whether via connected TV (CTV), cable, or social media platforms like TikTok and Instagram. Understanding the information your audience is searching for regarding their conditions and where they’re searching for it can offer clues into the type of messaging that will resonate with them. 

 

  1. Healthcare leaders will prioritize compliance and privacy to stay ahead of the evolving regulatory landscape.

 

Privacy remains a critical focus for health marketers, not to mention the broader ad tech industry. While there is no way to accurately predict what the regulatory landscape will look like one year from now, there are actions we can take to prepare for any changes ahead. For health marketers, working with a healthcare DSP is one way you can ensure your campaigns are compliant, as they have been purpose-built with industry-specific privacy laws in mind. 

 

Over the next year, marketers will explore many solutions around privacy and addressability, including the use of AI, clean rooms, and more. Experimentation is the name of the game, and it will take the cooperation of leaders across pharma, marketing, and ad tech to create new standards for data governance. 

 

  1. Marketers will create more impact with integrated campaigns.

 

DeepIntent’s study with MAGNA Media Trials revealed that HCP and DTC audiences are overwhelmingly receptive to pharma ads, finding them valuable for learning about health conditions and their potential treatments. So, for a pharma marketer, using an integrated campaign to coordinate messaging to HCP and DTC audiences only makes sense. 

 

Integrated campaigns increase the likelihood that consumers and their healthcare providers will be exposed to consistent and complementary messaging. This alignment helps providers feel more confident in prescribing new treatments, knowing their patients are also informed and engaged, which can ultimately influence their treatment decisions and health outcomes.

 

Looking ahead: what’s next for health marketers?

 

As we near 2025, our objective as health marketers remains the same: improving relevance and delivering more personalized health information to the right consumers when they need it most. In doing so, we can advance public health and influence more positive health outcomes on a broader scale.

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