Skai 2025 Industry Preview Series: Healthcare and Pharmaceuticals

Knowing what trends are shaping your industry is essential for more than just market awareness—it helps you stay connected to what’s influencing your consumers. Whether or not these trends seem directly relevant to your current strategy, if they’re shifting the industry, they’re almost certainly affecting your audience’s decisions, expectations, and values.

At Skai, we’re here to equip you with the insights and tools to make these connections work for you. Beyond campaign management, we’re focused on empowering our clients to navigate and anticipate industry shifts effectively so they can thrive amidst change. In this new Skai 2025 Industry Preview series, we’re diving into the critical industry trends expected to make a mark in 2025, giving you the knowledge you need to stay ahead and connect meaningfully with your audience.

Today, we preview the 2025 trends shaping the healthcare industry that marketers in this sector should know.

The healthcare and pharmaceutical sectors are set for significant transformation in 2025, propelled by advancements in digital health, artificial intelligence, and personalized medicine. According to the Centers for Medicare and Medicaid Services, U.S. national healthcare expenditure is projected to reach $6.2 trillion by 2028, underscoring both the vast opportunities and the complex challenges ahead.

Patients are increasingly utilizing digital tools for health management, reshaping the marketing landscape to prioritize education, transparency, and technology. A study by the National Center for Health Statistics revealed that 59% of U.S. adults seek health information online, and 42% engage in telehealth services. These evolving behaviors are redefining how healthcare and pharmaceutical companies approach their marketing strategies.

Personalized medicine: Data-driven strategies for patient engagement

Personalized medicine is fundamentally changing how healthcare is delivered. By leveraging advancements in artificial intelligence and big data, healthcare providers can now deliver solutions tailored to individual patient needs. According to McKinsey, the global market for personalized medicine is expected to grow at a CAGR of 11.6% through 2028 as patients increasingly demand more precise and customized treatments. For marketers, this trend presents an opportunity to connect with patients in meaningful ways by using data to craft messages that resonate on a personal level.

To address this growing trend, marketers should focus on using data analytics and AI to create campaigns that feel relevant and personalized. Broad campaigns that treat patients as one-size-fits-all will lose effectiveness as audiences come to expect tailored messaging that directly addresses their needs. Emphasizing transparency around how data is used to provide value to patients can also help build trust and loyalty.

Action Items for Healthcare Marketers:

• Run search campaigns targeting condition-specific keywords to connect with patients searching for tailored health solutions.
• Create dynamic ads with personalized messaging to deliver relevant content based on demographics, location, or browsing behavior.
• Use first-party data to build lookalike audiences and refine targeting across paid search and social platforms.

Telehealth and digital health: Reaching patients where they are

The pandemic permanently shifted patient expectations, and telehealth remains a key component of modern healthcare. According to a McKinsey report, telehealth utilization has stabilized at levels 38 times higher than before the pandemic, driven by convenience and accessibility. Meanwhile, digital health tools, such as wearable devices and remote monitoring systems, are helping patients manage their health in real time.

Marketers have a unique opportunity to capitalize on this trend by emphasizing the accessibility and convenience of telehealth services and other digital health technologies. Effective campaigns can show how these tools simplify healthcare management and improve patient outcomes. To resonate with audiences, focus on highlighting ease of use and integrating real-life success stories.

Action Items for Healthcare Marketers:

• Develop location-based campaigns promoting telehealth options in specific regions or cities where virtual care services are expanding.
• Advertise wearable health devices and apps with a focus on their benefits for tracking health goals or managing chronic conditions.
• Use paid social campaigns to feature video testimonials from patients who have successfully used telehealth or digital health solutions.

Healthcare influencers: Building trust through key opinion leaders

As consumer trust in healthcare institutions continues to evolve, influencers and key opinion leaders (KOLs) are emerging as important voices in healthcare marketing. A study by NRC Health found that 83.3% of patients trust online ratings and reviews as much as personal recommendations, and 47.5% trust them as much as recommendations from their doctors. By collaborating with trusted experts, healthcare brands can enhance credibility while reaching broader audiences.

Marketers should look to integrate healthcare influencers into their campaigns strategically, ensuring they align with the brand’s values and goals. Transparent partnerships with patient advocates or professionals specializing in specific conditions can help brands foster trust while providing valuable insights to audiences. Authenticity and compliance with industry standards are critical in this space.

Action Items for Healthcare Marketers:

• Partner with healthcare professionals on paid social campaigns to deliver trusted recommendations for treatments or services.
• Run influencer-led video ads and live sessions showcasing expert advice on navigating specific healthcare challenges.
• Promote sponsored blog content by patient advocates to engage niche audiences and highlight real-world experiences.

Ethical marketing: Prioritizing transparency and compliance

In a highly regulated industry, ethical marketing practices are not optional—they are essential. Regulatory bodies like the FDA and HIPAA require healthcare companies to prioritize transparency and privacy in all marketing efforts. For example, HHS.gov reports that violations of HIPAA have increased significantly in the digital era, with stricter oversight expected in 2025. Marketers need to adapt to meet these demands while maintaining trust with both patients and providers.

Building ethical campaigns means adopting evidence-based messaging that educates patients and healthcare providers without overstating product benefits. Transparency is also key: marketers should clearly communicate how patient data is used and protected. By aligning marketing strategies with these expectations, companies can differentiate themselves and foster long-term loyalty.

Action Items for Healthcare Marketers:

• Include compliance and privacy messaging in digital ads to assure audiences of your brand’s commitment to data protection.
• Use clinical trial data in campaigns to support claims and demonstrate transparency around product safety and efficacy.
• Run paid search campaigns with “safety-first” messaging to emphasize your focus on ethical marketing practices.

The path forward: Innovation and connection in healthcare marketing

As the healthcare industry evolves, so too must marketing strategies. In 2025, success will hinge on the ability to leverage cutting-edge technology, build trust through transparency, and meet patients and providers where they are—whether online, in-office, or through virtual care platforms.

By focusing on personalized engagement, embracing digital health tools, and fostering authentic partnerships, marketers can position their brands as leaders in a dynamic and rapidly growing field.