June 2025’s health marketing highlights — content strategy, SEO developments, and patient engagement insights for health brands.
Survey shows HCPs want more pharma touchpoints, not fewer
Contrary to digital-fatigue fears, 72 % of surveyed clinicians prefer at least monthly interactions with reps — but only if content is personalised and clinically relevant, underscoring the need for smarter segmentation and omnichannel orchestration. Read more here Read more →
AI call centers replace medical receptionists
Hospitals and clinics are piloting GPT-powered phone bots to triage appointments and refill requests. While cost-savings entice administrators, labor groups warn the loss of human touch could erode patient trust. Read more here Read more →
Meta’s 2025 ad-policy squeeze hits health brands’ lower-funnel tracking
Since January, health & wellness advertisers have lost access to “Purchase” and “Add to Cart” optimisation events, forcing a pivot to upper-funnel goals, first-party data and alternative channels; early reports cite 30-40 % CPC/CPA inflation. Read more here Read more →
TikTok donates US$2.3 m in ad credits for mental-health creators
As part of its 2025 Mental Health Media Education Fund, TikTok is giving ad inventory and production training to 31 NGOs across 22 countries and rolling out in-app guided-meditation prompts—underlining the platform’s bid for credible health content. Read more here Read more →
Consumers demand proof: NIQ 2025 Health & Wellness Trends
62 % of shoppers distrust on-pack health claims and 82 % want clearer labels, yet 55 % are ready to spend > US$100/month on wellness. Wearables and “ageing well” top purchase drivers—insight for content and product-fit messaging. Read more here Read more →
Turning off programmatic ads: why one pharma went all-in on context
Facing brand-safety headaches and wasted impressions, a mid-tier drug-maker paused open-exchange buying and shifted budget to direct buys and healthcare-focused networks, reporting a 25 % lift in qualified leads within two months. Read more here Read more →
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