健康未来2025

& VML INTELLIGENCE VML's Future 100 report identifies 100 trends reshaping the marketplace in2025 and beyond. Examining these through a health lens reveals athrilling, unpredictable future poised to disrupt our expectations.2025 is the year of consumer contradictions: craving stability and humanconnection yet embracing the blurring lines between humanity andtechnology.•Economic instability forces considered spending, but healthremains a priority. Consumers want brands to be humble yetextravagant, practical yet entertaining.•The virtual escape is in full swing, with younger generationsprioritizing virtual spaces and connections. (49% of Gen Z thinksreal life is overrated.)•While technology and AI continue to streamline healthcare there isa renewed demand for more analogue in health – with anincreasing need for face-to-face interactions and sensoryengagement.In health, aligning marketing with these shifting sentiments is crucial.Whether raising awareness, improving access, or empowering well-being,brands must create lasting, positive impacts that meet our audienceswhere they are, and connect with them for life. Here's our pick of the 5 keytrends driving the future of health marketing – and how to leverage them. H E A L T HF U T U R E SThe 5 Macro Trends Every PharmaMarketer Needs to Know NowWelcome The TrendYounger generations, particularly Gen Z, are exploring reality-shiftingpractices – immersing themselves in alternative virtual experiences, frommetaverse interactions to AI-generated storytelling. This shift is fueled bya desire to manifest better futures, cope with uncertainty, and redefinepersonal identity. R E A L I T YS H I F TBlended Realities, Blurred Priorities Implications for healthThis trend, fueled by technologies blurring the lines between real andimagined experiences, isn’t exclusive to consumers; it also affects HCPs,patients, governments, payers, and pharmaceutical companies. Astechnology increasingly mediates human experiences, the health sectormust recognize that perceptions of reality – including wellness, treatmentexpectations, and medical advice – are shifting. Notably, the rise ofprofessional and patient influencers presents both opportunities andchallenges. While some offer valuable insights and community support,others contribute to the spread of misinformation and potentially harmfulhealth practices, often tied to personal identity and aspirational lifestyles.This landscape creates an opportunity for health brands to becometrusted voices, providing reliable and evidence-based information.Initiatives like Pfizer's new health information destination exemplify thispotential, offering a counterpoint to the often-unverified claims circulatingonline.Furthermore, asEurope determines its stance on online regulation, itsalignment with eitherUS or Chinese technological frameworkswill shapethe global digital health ecosystem.Proactive governance and strategicadaptationwill be key in ensuring that the trend is harnessed forpositivehealth outcomes, rather than misinformation-fueled dissonance. Real-world examplesBayer’s VR for Women’s Health: Bayer has used VR to simulate the impactof endometriosis, making it easier for doctors and patients tocommunicate about symptoms and treatmentRoche’s Breast Cancer Awareness AR Campaign: Roche used AR filters onInstagram to educate younger audiences about the importance of earlybreast cancer screening through engaging, shareable content.Pfizer Medical Information service, accessible through its website, enablesusers to submit medical inquiries about their medicines and accessresources, including a chat feature and a phone line. The TrendConsumers are seeking tactile, real-world experiences in response toonline burnout. Audiences are increasingly favoring in-personengagement over screen-based interactions. With 84% of peopleagreeing that modern technology reduces engagement and 88% longingfor a simpler life, this movement signals broad societal fatigue with thevirtual world. From urban sketching to pottery and reading clubs, peopleare gravitating toward slower, tactile, and sensory-rich activities thatfoster connection, creativity, and mental well-being. T H EA N A L O GM O V E M E N TThrowback Engagement Implications for healthWhile technology continues to streamline healthcare (as AI’s integrationinto the field force continues), there is a renewed demand for face-to-faceinteractions and sensory engagement in medical education.Also, after years of prioritizing PDFs and email campaigns,luxury printmaterials, well-designed physical guides, and tangible product samplesare making a comeback. Likewise, live, in-person events are regainingvalue. Health companies are now focusing onintimate, interactiveworkshops, where doctors can physicallyexperience patient challenges– focusing on personalized touches that really make a difference. Brandsthat send handwritten notes, or invitations to wellnessevents,createstronger emotional connectionswith doctors than o