US smart wearable users will surge past 100 million by 2025 as AI capabilities drive adoption. Generational preferences, device convergence, and rising form factors like smart glasses and rings will reshape the market through 2028.

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.

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.

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.

The economy is still under pressure, but investment in digital advertising will continue apace. Retail will continue to lead the ranking for total spend. Travel will lead in terms of growth, followed closely by CPG and retail.

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.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

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.

Gen Zers and millennials are increasingly turning to social media platforms for health-related information. Here’s the data you need to ensure your marketing campaigns are reaching these cohorts.

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.

Growth has slowed, but bright spots remain in key categories.

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.

Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust—but they must better understand Gen Xers’ healthcare attitudes and behaviors.

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

The threat of recession is holding back digital ad spending in Germany, particularly in influential industries like automotive. If the worst case can be avoided, though, 2024 offers promising signs for growth.

The travel and retail industries will post healthy digital ad spending growth figures this year, but many other verticals we track will underperform compared with the national growth average. Next year is looking better for almost all of them.

Digital ad spending growth in Canada continues apace, driven in large part by key industries tied most closely to the digital economy. Our rankings show that retail and CPG lead the way, while sectors like travel and automotive are still recovering from hard times during the pandemic.

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.

Embedded channels will make up a large chunk of life insurance transactions within the next five years. Insurers that form the right partnerships today can reach coveted younger demographics and grow their customer bases.

Retailers are bolstering their healthcare services by spending billions on provider groups and platforms. Retail health players and traditional providers will need to differentiate their offerings to stay on top of the competition.