All Change: Why 2025 Will Be a Big Year for Transformation in Health Communications

Building on years of progress, pharma stands at the brink of a new level of innovation and impact. We'll see major changes in how pharma companies engage HCPs, payers, and patients—and even how they collaborate across organizations. Our team of experts explore the key trends that will shape success this year.

Client/Agency Relationships: The All-in-One Revolution

Let's start with the client-agency relationship, which is evolving fast.

Jason Gloye, Chief Client Officer & North America Lead, says: "The old dynamic of using separate strategic and creative agencies is fading. Clients now want everything—end-to-end—all from one place. This shift is shaking up traditional agency roles. To satisfy demand, holding companies are consolidating their services, offering everything from global strategy to localized delivery under one roof. Client briefs are changing, too. Health is finally catching up with other sectors by embracing social and influencer marketing. Expect 2025 to be the year micro-influencers and social-first strategies become the norm in health."

Personalized Medicine

Personalized medicine isn't new, but in 2025, it's poised to take a massive leap forward. By tailoring treatments to patients' genetic, molecular, and clinical profiles, personalized therapies promise better outcomes. This approach eliminates the trial-and-error phase, offering more effective and cost-efficient care—a win-win for patients and healthcare systems alike. But it won't be all plain sailing.

VML Health CEO, Claire Gillis—a lifelong advocate for health equity and access to medicines—says: "Delivering personalized medicine equitably at scale remains a massive challenge. Many countries still lack access to genetic testing or the infrastructure to support these advanced treatments, causing great disparity.

In 2025, we'll see a stronger push for global collaboration to tackle these issues. Think outcome-based pricing models and expanded access policies, with the life sciences industry leading the charge to make personalized medicine a reality for more people."

Generative AI

Speaking of personalization, generative AI is about to make a huge splash in health. Gabi Stern, Global President and CCO of Health Studios, says: "It's already revolutionizing marketing and patient engagement. From creating targeted messaging for HCPs to automating omnichannel journeys, AI is closing the 'relevance gap' between brands and audiences, improving patient support and outcomes through personalized content. It's driving growth, too. Analysts reckon AI could boost a brand's revenues by 25% in five years. The catch? It isn't a silver bullet. Regulatory compliance, biases, and integration into workflows all present challenges. The key to success will be combining tech innovation with the human touch—ensuring empathy and creativity guide AI's application in health."

Health Literacy: A Critical Priority

Here's a sobering statistic: studies show that up to 75% of adults in some countries struggle with health literacy. It's a silent killer, impacting outcomes and costing an estimated $200 billion annually in the US alone.

Nichole Davies, Chief Strategy Officer, says: "In 2025, health literacy will emerge as a top priority. The good news? It's solvable. Health communications can play a pivotal role in bridging the gap through personalized education, smart tech, and simple, clear messaging. The goal isn't just to inform but to empower patients to make better decisions about their health. By addressing literacy, we can reduce disparities and make meaningful progress in global outcomes."

Collaboration for Faster Access

Access to medicines is another area ripe for transformation in 2025.

Carole Jones, VP of Value & Access Strategy, says: "While regulators like the FDA and EMA have sped up approval pathways, payers remain a bottleneck. Pricing and reimbursement decisions can drag on for years as payers balance tight budgets and demand extensive real-world evidence. The solution? Collaboration. In 2025, we'll see greater shared responsibility among regulators, payers, providers, and manufacturers to streamline processes and close the gap between approval and access. Aligning evidence requirements and harmonizing value assessments will ensure patients get faster access to innovative treatments."

Tech-Driven Transformation

Let's talk tech. In 2025, pharma will double down on technology to drive business transformation.

Jason Reese, Business Enterprise Solutions Lead, says: "With increasingly complex pipelines and routes to market, old, siloed approaches no longer cut it. Companies are embracing tech solutions that integrate data and AI to accelerate effective go-to-market strategies. Sector-specific platforms, designed for health's unique challenges, will become the default option. In 2025, tailored enterprise solutions will help pharma streamline operations, break down silos, and make the most of breakthrough innovations. It's a pivotal shift, marking the dawn of a tech-driven era in healthcare."

Creativity and the Human Spark

Mel Routhier, Global Chief Creative Officer of Health & Wellness, shares her perspective: "2025 demands a new level of creativity in health. Science drives breakthroughs, but creativity amplifies their impact, ensuring they reach and resonate with the people they're designed to help. For pharma companies, this means science and creativity working hand-in-hand. Elevate HCP engagement with human-centric language, ensure creative excellence across all communications—ensuring both DTC and HCP audiences are given engaging and informative content—and prioritize equity in every creative decision.

Of course, AI-powered solutions will continue to revolutionize how we treat, diagnose, and manage care. But this year isn't just about clever creative campaigns; it's about using creativity to help solve real-world challenges and embracing new channels. In 2025, the most scientifically driven and creative pharma companies will lead the way."

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