What’s in Store for 2026? Our Healthcare Marketing Trend Predictions

Healthcare marketing is heading into 2026 with more tools, more data, and more pressure than ever before. AI is becoming part of everyday workflows, data is everywhere, and expectations from life sciences brands keep rising. At the same time, marketers are navigating tighter budgets, new regulations, and a growing need to show real impact—not just activity. 

We asked several of our leaders to share their top marketing trends and predictions for 2026. Their perspectives reflect what we’re hearing across the industry: the need to be more relevant, more connected, and more human in how we engage. Here’s what they’re watching as we move into January and beyond. 

Driving Connections by Prioritizing Relevance 
Steve Silvestro, CEO 

In 2026, the relationship between healthcare providers, patients, and life sciences brands will feel more connected than ever. That’s largely because we now have better tools and better data to understand what’s happening across the healthcare journey. 

As a result, we’ll see better coordination across channels. Instead of treating HCP and patient engagement as separate efforts, brands will start connecting those experiences using shared data and insights. When those journeys align, engagement feels more natural and more helpful. 

But it won’t be enough to simply reach an HCP or a patient. What will matter most is relevance: sharing information at the exact moment it’s useful. The team that succeeds will be the one that uses today’s technology to identify and connect in moments that matter, like when a decision is being made or a treatment option is being considered. 

Gaining Clarity on What Actually Works 
Theresa Greco, Chief Commercial Officer 

As we head into 2026, life sciences brands are asking for something pretty straightforward: proof that their efforts are making a difference. Reach alone isn’t enough to justify investment. Clients want to know what’s working, why it’s working, and how it’s helping both providers and patients. 

That means brands are looking for smarter ways to understand the patient journey and more seamless experiences across channels. They want fewer disconnected tactics and more clarity around outcomes—all delivered in a way that’s compliant and easy to manage. So, we’re responding by changing how we show up for clients: leading with results instead of just solutions, investing in better data and technology, building deeper expertise across therapy areas, and being more transparent about performance and impact. 

In the coming year, the strongest partnerships will be built on trust and shared goals. Brands will lean on partners who can help them make informed decisions, improve access and adherence, and create lasting value—not just short-term wins. 

Finding the Right AI Fit 
Karin Hayes, SVP Analytics & Insights 

In 2026, healthcare marketers will become more savvy buyers of AI. Instead of being impressed by flashy promises, brands will take a closer look at whether an AI approach actually fits their needs. AI investments can be significant, and marketers will be more deliberate about weighing options—recognizing that in some cases, simpler or more deterministic approaches may deliver better results based on budget, brand maturity, or market dynamics. 

We’ll also see higher expectations around proof. With so many AI solutions available, marketers won’t take performance claims at face value. They’ll ask partners and vendors to show real evidence—how models performed in past programs, supported by historical data and real-world case studies. When the value isn’t clear, brands will increasingly start with pilots or proofs of concept before committing to large-scale investments. 

Just as important, marketers will expect AI to keep up with change. Brand goals evolve, competitive landscapes shift, and new indications launch—all of which can impact model performance. In 2026, strong AI partnerships will include regular model assessment and refresh, ensuring AI continues to support performance over time. The smartest buyers will know that choosing AI is only the first step—maintaining it is what drives results. 

Blending AI Innovations with Trusted Techniques 
Mike Rousselle, SVP Artificial Intelligence & Machine Learning 

2026 will be a turning point for how AI is actually used in healthcare marketing. We’ll start to see marketers truly blend newer AI tools into their established ways of working. Companies will be looking closely at their processes and asking simple questions: where can AI help us move faster, scale more easily, or reduce manual work?  

At the same time, new AI-first companies will continue to enter the market. They’ll bring speed and fresh ideas, but they won’t always have the trust or experience that healthcare demands. To bridge that gap, many will try to bring in seasoned industry leaders who already have strong relationships. 

The winners will be the organizations that combine AI-driven efficiency with real human expertise—showing that technology can support relationships, not replace them.