As 2025 closes, EVERSANA INTOUCH leaders were featured in Med Ad News’ annual Healthcare Agency Roundup. They shared their insights on how trends are shaping the industry both today and tomorrow and noted how healthcare marketing is entering a transformative era driven by trust, technology and authenticity.
Among the many themes, three rose to the top from our experts, including Dan Gandor, Faruk Capan, John Kenny, Susan Perlbachs and Ann Cave.
1. Brands Must Build Their Foundation on Trust
Recent FDA actions remind us that trust is the cornerstone of patient engagement. Marketing is no longer about sheer volume — it’s about meaningful, compliant conversations. As Dan Gandor, EVP, Head of Omnichannel and Digital Transformation, explains:
“The most powerful DTC marketing is built on trust, not simply volume. We are evolving ‘direct-to-consumer’ into ‘direct-to-conversation,’ using AI, Generative Engine Optimization (GEO), and omnichannel orchestration.”
This shift ensures smarter storytelling that meets both regulatory rigor and real human needs. By prioritizing transparency and leveraging advanced tools, brands can create authentic connections that drive confidence and long-term loyalty.
Read insights from Dan and other experts on strategies for the future DTC landscape here.
2. AI is the Engine of Innovation
Artificial intelligence (AI) is moving from buzzword to business model. Faruk Capan, CEO, EVERSANA INTOUCH and EVERSANA’s Chief Innovation Officer, continues to emphasize the impact of EVERSANA’s AI-powered agency platform:
“What makes our model different than just a platform is the human expertise — lean human-in-the-loop pods — that maintain strategic oversight while scaling execution.”
By combining predictive insights with 80% AI and 20% human oversight, marketing deliverables can be shared in less time with revolutionary precision, quality and impact. This approach ensures that automation enhances creativity rather than replaces it, enabling brands to respond faster to market shifts while maintaining compliance and empathy. AI is not a replacement, but rather a way to redefine how we think about engagement and efficiency.
Read insights from Faruk and other experts on the future of AI in the healthcare industry here.
3. Authenticity in the Digital Age
The rise of influencer marketing and creator-driven storytelling signals a shift from brand monologues to genuine voices. John Kenny, Chief Strategy Officer, stated,
“Less than 10 percent of pharma brands are participating in this space, even though the data proves it is one of the most powerful channels for driving long-term brand growth and short-term conversion.”
Read insights from John and other experts on how influencers are redefining trust and connections here.
On a similar note, Susan Perlbachs, Chief Creative Officer, shared:
“I’m inspired by the shift from brand monologues to authentic, creator-driven storytelling — where trust is earned through real voices, not scripts.”
In healthcare, the creator economy is rewriting the rules and our team is embracing this evolution.
Read insights from Susan and other experts on finding inspiration in the digital age here.
What Will Shape 2026 and Beyond?
Thinking ahead to 2026, Ann Cave, President, Full-Service Agencies, shared her excitement for what’s to come:
“We will continue to see an evolution in providing patients with greater control, convenience and pricing transparency with direct access and personalized care through a variety of services and channels.”
Providing patients with the best care is always at the forefront of our mission. To accomplish this, we’re not just adapting to change – we’re leading it. By blending technology, creativity and human insight, we’re redefining what healthcare marketing means for patients, caregivers and brands.
Read ideas from Ann and others on what they see in the crystal ball for 2026 here.
As we step into 2026, the opportunity to lead with trust, technology and authenticity has never been greater. Explore the full insights from our experts and join us in shaping the future of healthcare marketing. The next era starts now.
Interested in exploring how our approach can elevate your brand? Schedule a meeting to learn more!