Articles for the Future of Healthcare

Branded podcasting has gone mainstream, but most teams still can't say whether it works. A survey of 861 marketers reveals a channel growing fast on ambition while stalling on proof, measuring downloads and engagement when the real question is contacts, pipeline, and revenue.

A lot of companies are working harder than they need to on content. They come up with an idea, turn it into a post or an article, publish it, and then move on to the next thing. A few days later, the team is back in the same place, asking, “What should we talk about now?”

After 2,300+ healthcare leader interviews, one thing is clear: people connect with honest thinking, not perfect messaging. Why the human voice wins as AI floods content.

Healthcare is not a single-buyer market. It never has been. But the way most commercial teams build their go-to-market motion still treats it like one.

Trust is one of the few real competitive advantages left. Products can be copied. Messaging can be imitated. But trust is built slowly, through repeated proof that a company understands its market, respects its customers, and can deliver on what it promises.

PR in healthcare is not just a reputation function or a communications checkbox. It is one of the most direct levers a commercial team has for reaching buyers, building credibility before the first conversation.

Companies with tightly aligned marketing and sales generate 24% faster revenue growth and 27% faster profit growth than those operating in silos. PR sitting outside that alignment means the credibility it builds never enters the deal.

AI-driven search is reshaping how information is found and trusted. PR now drives authority, credibility, and business outcomes, placing new pressure on brands to earn visibility not just in their own channels, but in the third-party sources and AI-generated results that audiences increasingly trust..

In medtech, marketing has never been harder. Buying cycles are long, clinical decisions are multi-stakeholder, and product portfolios compete for attention inside the same accounts. So how do the best medtech marketing leaders actually build commercial momentum across a portfolio, not just for a single launch?

The Future State of Healthcare in 2026: The Vision of 30 Leaders Across AI, Clinical Practice, Informatics & Innovation is built from semi-structured interviews with 30 experts and leaders at AIMed 2025. These conversations reflect the perspective of people working close to the realities of care delivery, informatics, innovation, and applied AI.

The B2B go-to-market landscape in 2026 is defined by sustained pressure to deliver predictable, measurable revenue growth amid lengthening buying cycles, intensifying competition, evolving buyer expectations, and rapid technological advancement, particularly the rise of artificial intelligence.

As 2025 comes to an end, Account-Based Marketing (ABM) is more dynamic than ever. Organizations are working in a landscape where personalized engagement, measurable ROI, and AI-driven automation are no longer optional but expected.

Large language models (LLMs) have rapidly become a default source for health advice, from the most basic inquiries such as "What causes migraines?" to more complex ones like "What are the treatment options for autoimmune disorders? However, the sources from which these AI models acquire their medical knowledge remain unclear.

As the wave of artificial intelligence is rising, affecting industry after industry, marketing is undoubtedly at the forefront of this transformation. To gain a comprehensive understanding of the integration of AI in marketing processes, we surveyed 1,229 marketers across various functions and company sizes.