Week 23 Health Digital Marketing Newsletter

Welcome to this week’s Digital Health Observer. The thread running through this edition is where health brands earn attention and authority now, from the sources AI answers actually cite to the screens and experiences patients meet in the real world. Meltwater’s analysis of AI-generated answers found LinkedIn sitting second only to YouTube as the most-cited source, with named experts and structured content outranking broad corporate pages, an Omnicom Health report is pushing pharma to rebuild patient-support programmes for the rising number of cancer patients aged 18 to 49, and Australian brand Dispensed has turned a regulated-category disclaimer into the creative hook for its first major campaign, ‘This Is Not Medical Advice’. Plus TerryWhite Chemmart doubling its in-pharmacy digital screen network from 200 to 400 stores, and Philips projecting Disney, Marvel and Star Wars characters inside children’s MRI suites to keep young patients calm. Here is what caught our attention.

LinkedIn and YouTube Lead the Sources AI Answers Cite

Meltwater’s analysis of AI-generated answers found LinkedIn is the second most-cited source behind YouTube, ahead of corporate and news sites. Posts from named individual experts and structured, specific content were cited more often than broad corporate pages. Read more →

Patient Support Is Being Redesigned for Younger Cancer Patients

An Omnicom Health report says rising cancer rates among adults aged 18 to 49 require patient-support programmes built for a younger audience, with digital-first onboarding, community and self-service rather than materials designed for older patients. Read more →

Dispensed Builds an Aussie Campaign Around 'This Is Not Medical Advice'

Australian health brand Dispensed has built its first major brand campaign around the line ‘This Is Not Medical Advice’, centred on an animated film with 30 days of out-of-home across Brisbane, Melbourne and Sydney commuter routes. The work leans on a regulated-category disclaimer as its creative hook. Read more →

TerryWhite Chemmart Doubles Its In-Pharmacy Screen Network

TerryWhite Chemmart is doubling its in-pharmacy digital screen network from 200 to 400 stores, expanding its retail media inventory. The chain said the move follows strong campaign results and measurable sales impact for advertisers. Read more →

Philips Puts Disney Characters Inside Children's MRI Scans

Philips has added Disney, Marvel and Star Wars characters to its Ambient Experience MRI suites, projecting animated stories on a screen at the end of the scanner tunnel to help children stay still and calm. A UK hospital case and a Philips study link the approach to fewer disrupted paediatric scans. Read more →