insights

Nearly half of all U.S. adults’ time online is spent on social media. While some may see this as a digital time sink, new insights from the 2025 MARS Consumer Health study suggest otherwise. This article explores shifting trends in how social media is valued as a healthcare resource, the level of trust in medical information shared on these platforms, and how specific healthcare consumers engage with health influencers and advocates.

Mobile technology (wearables, mobile monitoring devices, and apps) continues to revolutionize the healthcare landscape, transforming the way patients, caregivers, and physicians interact. This article analyzes the attitudes and adoption of this technology.

In the ever-evolving healthcare marketing landscape, customizing messages to meet the unique needs of healthcare professionals (HCPs) — based on their specialty, preferred media channels, or prescribing habits — can significantly enhance their overall customer experience. By leveraging insights from our M3 MI Professional Health studies, we can better understand the types of information HCPs seek from digital channels, enabling healthcare marketers to tailor their messaging more effectively.

The new Secretary of the DHHS has previously discussed the possibility of banning pharmaceutical TV ads. The rationale behind this ban is that it would encourage more informed and cautious prescribing practices, ultimately benefiting patient well-being. This article highlights findings from the MARS Consumer Health Study, which indicates that patients exposed to TV or digital healthcare advertising feel more knowledgeable about treatments, trust the companies that advertise, and take a more proactive role in their healthcare.

Digital pharmaceutical marketers are increasingly looking for more nuanced approaches to targeting patients outside of using medical claims data. By defining unique patient personas through research, marketers can create more personalized, meaningful digital strategies that resonate with the needs, behaviors, and concerns of specific patient groups. Utilizing two real world personas as example, marketers will learn how data can turn into insights to activate on beyond just targeting.