Week 20 Health Digital Marketing Newsletter

Welcome to this week’s Digital Health Observer. The thread running through this edition is a shifting growth playbook in health and wellness. Marketing Week is calling time on click-based attribution, TikTok and PepsiCo are betting on ‘active attention’ as the next conversion lever, and Ipsos says consumer brands are pushing into wellness territory once owned by healthcare. Plus Emotive’s AI ‘STI monsters’ for Four Seasons Condoms, Amazon Pharmacy adding the Ozempic pill to its in-clinic kiosks, and a Swiss Re model on GLP-1s and life expectancy. Here is what caught our attention.

Marketing Week Calls Time on the Click as AI Overviews Reshape Discovery

Growth models built on paid search and click-driven attribution are weakening as AI Overviews and zero-click results reshape how people find products. Brand strength, not bid optimisation, is framed as the durable lever for marketers. Read more →

Ipsos: Consumer Brands and Healthcare Are Now Competing for the Same Wellness Customer

Ipsos reports that 4 in 5 consumers globally want more control over their health, and that retailers, food companies and beauty brands are moving into wellness territory once owned by healthcare. The window for category leadership is described as open but closing. Read more →

Emotive Lets AI-Generated ‘STI Monsters’ Loose on Sydney for Four Seasons Condoms

Sydney agency Emotive built a Snapchat-led campaign for Four Seasons Condoms featuring AI-generated, Godzilla-style ‘STI monsters’ attacking the city. The work is pitched as unashamedly AI-led creative for a regulated sexual health category. Read more →

Amazon Pharmacy Adds the Ozempic Pill to Its In-Clinic Vending Kiosks

Amazon Pharmacy added the oral Ozempic pill to its same-day prescription kiosks installed at One Medical clinics, joining oral Wegovy which has been stocked since February. The machines do not handle refrigerated injectables, so they remain limited to oral GLP-1 formulations. Read more →

TikTok and PepsiCo Test ‘Active Attention’ as the Next Discovery-to-Purchase Lever

TikTok says it wants to become the fastest path from product discovery to purchase, with PepsiCo running early commerce tests on the platform. The pitch centres on what TikTok calls ‘active attention’, viewers leaning in rather than scrolling past. Read more →

Swiss Re Models a 6% Life-Expectancy Lift From GLP-1s Under Optimistic Uptake

Swiss Re modelled GLP-1 adoption across US and UK populations over 20 years and found mortality reductions improving life expectancy by up to 6% in an optimistic scenario, and around 4% under a baseline case. The frame treats GLP-1s, wearables and lifestyle as one metabolic-health ecosystem. Read more →

Müller Halts a Decade of Decline With Sharper Focus, Not Bigger Spend

Müller’s recovery came after replacing scattered tactics, price promotion, NPD and brand partnerships, with a single, more focused brand strategy. The business credits restored category leadership to clearer priorities rather than fresh investment. Read more →