The Brand Paradox
Humility vs. Showmanship: How to balance authenticity and spectacle to build trust in an era of skepticism.
Health Futures 2025
VML Reveals the "Brand Paradox" Shaping the Future of Health in 2025
How will the "Brand Paradox" and other emerging trends reshape patient engagement, brand trust, and innovation in pharma and health? VML Health's new report, Health Futures: 2025, explores these critical questions.
Drawing from VML's Future 100, this insightful report summarizes the key challenges and opportunities facing health and pharma, highlighting five emerging trends that will help shape the future of health.
Download our 2025 Health Futures report
The Health Futures report is VML Health’s guide to some of the trends that will shape consumer spending and behaviour in 2025 and beyond, that spans culture, creativity, connection and more.
2025 will be a year of contradictions, where consumers crave both genuine connection and awe-inspiring experiences. The Health Futures report dives into how these macro trends will impact pharma companies.
Here are the top five trends covered in Health Futures:
Selective Healthcare
Meeting the demands of increasingly discerning patients who prioritize value and personalized approaches.
Analog Movement
Harnessing the power of tactile, real-world experiences to combat online burnout and foster deeper engagement
Reality Shift
Navigating the growing world of virtual health and metaverse experiences to combat misinformation and build trust.
Superforecasters
The Need for Hybrid Expertise: Integrating AI-assisted forecasting with human expertise to navigate complex timelines in drug development.
Health Futures Trends in Action: Maggie's Centres - Balancing Digital Innovation with Personal Cancer Care
Maggie's Centres provide free psychological, emotional, and practical support for anyone living with cancer. It’s a compelling example of how healthcare is being reshaped, aligning with key trends identified in our Health Futures report.
VML Health CEO Claire Gillis and Maggie's CEO Dame Laura Lee discuss how Maggie's is helping people living with cancer reconnect in today's digital healthcare world.
Join us in Barcelona at Reuters Pharma Barcelona 9-11 April 2025
Meet up and learn more about Health Futures from our teams on the ground.
VML can help you unlock inspiring new opportunities for growth:
Our team is ready to action insights from The Health Futures: 2025 for your brand or business, including through bespoke presentations, workshops, innovation labs, custom research, and more.
