Health Marketing Trends Shaping 2025

Discover the top trends shaping health marketing in 2025 and learn how to keep consumer connections personal, trusted, and impactful. 

Health marketing is rapidly evolving as new technology and rising consumer expectations transform how brands connect with people.

We spoke with experts at Healthline Media to explore the trends on the horizon and how marketers will need to adapt in 2025. The key takeaways? Next year, marketers will be tasked with a lot, from navigating AI advancements and protecting data privacy to delivering personalized experiences to a growing audience.

Here’s a look at what’s coming, and how to keep a human-centered focus every step of the way.

Trend #1: Enhance Consumer Experiences with AI-Driven Personalization

Berkeley Bethune, VP, Relationship Marketing, explains that AI’s true potential lies in anticipating consumer needs. “I think we can expect a lot of brands to use AI for big, awareness-driven stunts to get quick-hit eyeballs for cheap. That’s not wrong, but it misses the point,” says Bethune.  

Trend #2: Embrace Zero- and First-Party Data to Build Consumer Relationships

As regulatory changes reshape the digital landscape, collecting first-party data at scale will remain critical, but zero-party data, explicitly provided by consumers, will become the new standard for building consumer relationships.

Cross adds: “Retail and direct-to-consumer brands have already demonstrated the value of this approach. Even pharma brands are now launching treatment and care utilities that meet customer needs directly—such as LillyDirect and PfizerForAll.”

Trend #3: Build Trust to Succeed in a Privacy-First World

Clark emphasizes trust as key to action: "Consumers are willing to share their data when they trust a brand. They just want to know their data is protected, and that the brand is transparent about its policies and usage."

Trend #4: Adapt to AI and Multichannel Platforms to Engage Consumers

As consumers increasingly turn to AI-driven search, multichannel platforms, and interactive tools, health marketers must adjust their strategies to meet them where they are. Matt Smith, VP, SEO, highlights the need for a more integrated approach in 2025.

Smith emphasizes the ongoing role of AI in search. "Marketers must learn to influence these AI-driven results and engage audiences through short-form content, video, images, or other formats, in order to succeed in driving healthy actions."

Trend #5: Focus on Health Literacy to Help Consumers Overcome Barriers to Care

In 2025, digital health platforms and content will be critical in addressing healthcare disparities, particularly for underserved populations. Dr. Jenny Yu, Chief Medical Officer, explains how this works. 

Dr. Yu highlights the growing importance of cultural relevance. "In 2025, using localization technology in digital content will be a foundational part of overcoming the cultural barriers that limit care access. As our society becomes more multicultural, we must tailor digital health content to resonate with diverse communities."

Trend #6: Personalize Health Content to Improve Access and Empower Consumers

As we move into 2025, digital health platforms will play an even greater role in empowering individuals, especially those with limited access to care. Megan Severs, Sr. Director of Editorial, outlines the trend.

Looking ahead, Severs sees technology further shaping this space. "In 2025, digital content will continue bridging cultural and language gaps in healthcare. AI and emerging technologies will create personalized experiences, offering consumers more control over how they access health information."

Putting People First in 2025

As we look to 2025, health marketers have an exciting opportunity to make real, positive impacts by embracing these trends. By keeping a pulse on AI, privacy, and personalization, and prioritizing the human experience, brands can continue to build stronger, more authentic connections with consumers.

Let’s work together to make 2025 your strongest year in health marketing yet. Reach out today!