CMI Media Group Releases The New Health Consumer report

CMI Media Group has published its latest Global Marketplace Assessment, The New Health Consumer: Key Trends Shaping the Future of Healthcare Marketing.

It identifies six key trends redefining how pharma brands connect with patients, HCPs, and caregivers across global markets:

1. Healthcare Access is Expanding: Patients aren’t just in doctors’ offices anymore. They’re in retail clinics, on telehealth platforms, and navigating fragmented point-of-care moments. That means marketers must think omnichannel—from minute clinic to mobile.

2. AI Is Driving Personalization—At Scale: AI is enabling content variation by audience, channel, and culture—but with that power comes responsibility. Compliance, data ethics, and brand safety remain non-negotiable.

3. Global Strategy, Local Relevance: The best global campaigns don’t just translate—they adapt. Local insight and regulatory nuance are essential to building resonance and trust.

4. Social Media is Now Interest-Based: Pharma is shifting from static promotion to dynamic storytelling—through influencers, patient voices, and CSR content tailored by algorithm. It’s not just what you say, but how and where you say it.

5. Data is Getting Smarter (Not Just Bigger): AI-enhanced targeting is helping marketers move from broad reach to meaningful precision—serving the right message, to the right person, at the right time.

6. Search Isn’t Just Google Anymore: TikTok, Reddit, Instagram, ChatGPT—these are today’s search engines. Winning attention means showing up where queries actually start.

 Accelerating Dynamics to Watch

• APPs Are Rising: Advanced Practice Providers (NPs, PAs) are increasingly influential—and increasingly prescribers. They’re not secondary audiences anymore.

• Caregivers Are Decision-Makers: From diagnosis to daily care, caregivers are shaping treatment journeys. Pharma must learn to speak to them directly.

solli’s Final Thoughts

CMI’s report paints a clear picture: the future of pharma marketing belongs to those who move from awareness to usefulness, and from data collection to data action.

What stands out isn’t just the rise of new platforms or AI tools—but a deeper shift toward patient and HCP experience design. Precision, personalization, and platform relevance aren’t buzzwords anymore – they’re prerequisites.

Request the full report HERE.