Innovation Week 2025: The Future of Healthcare
Source: mmm-online.com
IPG Health Innovation Week 2025 Highlights
IPG Health is using technology to encourage engagement and improve health. AI is impacting how the healthcare industry operates. Strengthening connections between people, ideas, tech, creativity, data, and decision-making can lead to innovation.
At IPG Health’s Next: Innovation Week 2025, leaders and experts met for discussions and workshops on using AI and other technologies for healthcare marketing breakthroughs. At the ninth annual event, over 2,300 attendees explored trends shaping healthcare marketing, including AI agents and AI-driven tools that enhance efficiency and creativity.
Graham Johnson, chief operating and product officer, IPG Health, said the event embodies IPG Health’s commitment to creating connections that foster innovation and fuels ideas to elevate brands.
A key theme was that AI's true value is in freeing humans to do more. Franklin Williams, executive director, experience design, Area 23, noted that emerging technologies give people more time to explore new ideas. However, brands that only view AI for efficiency will miss opportunities to invest in new areas and communicate effectively.
Engagement strategists from Neon, FCB Health New York, and Area 23 discussed healthcare trends for 2025 and how brands need to adapt to connect and build trust. An IPG Health team found that brands can use agentic AI for personalization and biometric data for better outcomes, while combating misinformation.
Audiences want relatable storytelling and authentic engagement. Market researchers can improve insights by combining research with AI-testing tools. Living Mirrors, powered by agentic AI and built on IPG Health’s EPICC suite, helps marketers make decisions faster. Brands can simulate behaviors on digital versions of their target audience to pivot quickly.
Shifting Healthcare Relationships
Innovation Week also featured discussions on the changing patient-doctor dynamic. Patients are seeking more control over their health, changing how care is delivered. A session explored how technology is enabling patient proactivity and involving healthcare providers earlier. Patient-first messaging can improve conversations between patients, doctors, and pharma brands.
Dr. Bayo Curry-Winchell discussed her role as a trusted voice in healthcare, sharing content across social media. As medical misinformation rises, credible HCP influencers play a key role in delivering accurate health information. Pharma brands need to be part of health conversations.
Addressing Health Challenges
Next: Innovation Week 2025 highlighted the adolescent mental health crisis. Panelists discussed how healthcare marketers can help teens in a digital world build skills to thrive offline. Dahlia Health worked with teens to develop an AI-powered companion to answer questions and enable connection to human care. Brands can blend tech with human care to unlock resilience through storytelling and partnership.
Leaders from IPG Health and YuzuYello discussed how AI can help with patient adherence. IPG Health’s EPICC uses data tech across the healthcare lifecycle. Adherence archetypes help brands understand patient behavior and design personalized patient support programs. Hlynur Atlason, founder, Atlason Studio, discussed how packaging design can improve treatment adherence. Innovative designs can help patients.
Leaders at McCann Health Managed Markets discussed access to care. AI integration can improve process efficiencies and reduce costs for payers. AI can fill out forms and make cost-efficient decisions to speed up authorization.
Tech Playground
The Next: Tech Playground offered hands-on experiences with technologies, from holograms to virtual production, showing how AI is changing how pharma brands engage audiences. An exhibit created by IPG Health’s Data Visualization team showed how interwoven many health conditions are. Breakout sessions explored how AI is powering operational intelligence, content creation, and simple games. The event was about the people bringing ideas to life.
The MM+M Media Summit brings together leaders from health media and pharma marketing. Advertisers can achieve lifts in awareness and sales of medications among demographics by improving streaming campaigns. HCG is working to turn scientific potential into real-world impact.