The aftermath of the Covid-19 pandemic and the current cost-of-living crisis have significantly impacted the healthcare and pharmaceuticals industry, highlighting a need to improve the way care is delivered, and adapt to consumers’ changing needs.
The latest WARC Industry Snapshot report combines a rich analysis of macro factors in the healthcare and pharmaceuticals industry with sector-specific research. This reveals a comprehensive picture of the trends that will shape marketing strategies in the coming year.
Based on WARC’s GEISTE methodology, the snapshot reviews the macro drivers expected to impact marketing across six pillars: Government, Economy, Industry, Society, Technology, and Environment.
Healthcare is undergoing radical change: the vast majority of pharma executives are moving fast on generative AI. At the same time, vastly expanded new datasets create huge opportunities for the technology as a strong minority (41%) of patients are now willing to share their genetic results in anticipation of improved preventive care.
Despite this, there is also great unmet need in healthcare. People are not only feeling failed by their healthcare systems (often because of cost pressures), but they are also seeking advice elsewhere, often from unreliable social media sources.
To help marketers respond to these trends, the report also contains a series of hypothetical scenarios which businesses can use to plan and prepare themselves for different potential futures.
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