UnitedHealth Group’s Optum Rx changes pharmacy reimbursement model: It will pay pharmacies more to dispense brand-name drugs. But that’s not enough to thwart off the Trump administration’s heat on pharmacy benefit managers like Optum.
Use of digital health tools varies across generations: Here’s what marketers need to know about how different age groups engage with telehealth, connected health devices, and health data-sharing activities.
Pharma industry hopes for drug-price delay dashed again: As the Trump administration pushes ahead with another round of IRA prescription drug-price negotiations, a delay seems unlikely.
Novartis, NFL strike corporate sponsorship deal: The partnership likely won’t focus on promoting Novartis products but is still a great opportunity for the drugmaker to build brand awareness.
Lawmakers investigate telehealth tie-ups with pharma: Despite more scrutiny over potential conflicts of interest, we expect even more Big Pharma D2C launches this year.
Noom expands into hormone replacement therapy: Companies must tread carefully as they enter a new prescription drug segment that comes with medical risks.
Consumers believe they were misled about COVID-19: Their trust in public health leadership will likely only worsen as federal agencies purge personnel and messaging on medical treatments and protective measures gets muddier.
US wearables forecast 2025: Health and wellness features are driving consumer adoption of wearables. AI-powered capabilities could be next. But doctors aren’t as enthusiastic about relying on health data in their practice—yet.
Consumers trust social health influencers’ medical advice: The influencer opportunity is one that can’t be ignored by healthcare and pharma brands.
Trump health leaders lean into supplements: As public health agency leaders promote vitamin and mineral supplements, brands and marketers need to maintain trusted science and education messages.
The news: CVS is experimenting with a new store format designed around its pharmacy services rather than front-of-store household items and snacks, according to a WSJ report.
Pharma ramps up US manufacturing: It’s part of the industry’s response to President Trump’s threatened tariffs on drug imports. We explore some of the pros and cons around reshoring drug manufacturing.
Digital MSK company Hinge Health files for IPO: Investors might be intrigued by Hinge, even as digital health companies have been hesitant to go public in the past few years.
Walgreens’ downfall as a publicly traded company ends with $10B take-private deal: We think Walgreens’ retail pharmacy will eventually get back on track. The company's aggressive push into healthcare delivery was its undoing.
Most US adults don’t want cuts to Medicaid funding: Broad support for the program among Republicans and Democrats runs counter to Republican lawmakers' proposed steep budget cuts that experts say can’t avoid Medicaid.
Pfizer rolls out genAI search tool for patients’ common health questions: The drugmaker wants to be a trusted destination for consumers at all stages of their health journeys. We explore if Pfizer can pull it off.
Novo Nordisk launches D2C platform, drops price of Wegovy for cash-pay patients: The move could start a marketing showdown—and possible price war—between Novo and Lilly.
Patients value digital health tools, but adoption lags at many medical practices: It’s now tablestakes for healthcare orgs to have a digital front door that allows consumers to use online tools to access care.
AbbVie shakes up obesity market: AbbVie’s entrance to the weight loss drug market could create more competition between Big Pharma with a vote of confidence in a GLP-1 alternative.
It launches with 200+ partners, aiming to reshape enterprise workflows—but adoption hurdles like trust issues and integration complexity could slow its impact.