What Trends Matter Most for 2025

Not much about the 2020s has been predictable. So, when we began putting together our trends forecast for the year ahead, there was some trepidation.  

Which policies will change healthcare? Which tools and platforms will take off, and which won’t? Who will turn out to be the unlikely superstars of the coming year? 

But then we got back to basics.  

The point of this forecast isn’t to give you a top 10 list of ideas to name-drop. We want to help you do your job even better than you already do in the year ahead.  

If you want “cool to know about” trends, check out one of those livestreaming bird feeders. But if you want trends that have the potential to change everything about the way we work, keep reading.  

In previous years, we’ve looked at a collection of trends affecting marketers. This year, we’re spotlighting only three. That’s because the depth, breadth and impact of this trifecta cannot be overstated.  

And because these trends are so important, the report is composed almost entirely of quotes from our leaders – the top minds across the 7,000-strong EVERSANA organization. So, you’re getting advice directly from them.  

Technology (trend No. 1: applied AI) is enabling an entirely new way to do business (trend No. 2: the direct-to-patient business model) in a paradigm that’s interconnected (trend No. 3: globalization) at every level.

These three trends are digitally driven, overlapping and profoundly changing pharma marketing. This isn’t about buzzwords. It’s a fundamental paradigm shift.

Our leaders give you case studies and use cases for tactical implementation. They explain what your organizations should be prioritizing, and they give you rallying cries to get your people moving. They point out the problems and the pitfalls. They tell you what to do and what to expect in the months ahead.  

It’s like a mastermind dinner with more than a dozen brilliant minds – just a little easier to fit into your schedule.   

Read the ninth annual EVERSANA INTOUCH forecast here: What Matters Most: The Trends That Will Shape Pharma Marketing in 2025