This Year, Consider These Medical Device Industry Trends
D2 Creative has compiled the top trends we believe companies should consider throughout the remainder of 2025.
Trend: Video Marketing
Health and life science companies are tasked with communicating complex scientific concepts to non-expert audiences, such as patients, caregivers, sales reps, and marketers. Video serves as an effective medium for making these challenging subjects accessible to all audiences, employing the use of audio breakdowns, visual demonstrations, and scientific animations. Video also presents opportunities to establish brand trust through the use of interviews with subject matter experts (scientists, researchers, doctors) and patients with firsthand experiences.
As AI ubiquity elevates skepticism around medical content online, the demand for authentic, accurate information produced by humans rises. Video is the perfect medium to answer this demand. By demystifying the complex and humanizing the confusing with compassionate yet authoritative voices, brands can increase their credibility, authenticity, and audience comprehension. For more information on the advantages of video as a medium for life science companies, check out our recent whitepaper.
Trend: AI Marketing Tools
Speaking of AI, AI tools are increasingly being leveraged by life science companies in marketing via generation and automation. Generative AI tools can help brands produce content for social media and other marketing channels, but without thorough oversight, this can be risky. A more advantageous application of AI has proven to be in marketing automation, where AI tools are used to automate routine tasks (sending emails, tracking customer interactions, managing social media posting schedules), freeing up time that marketing teams can spend on more specialized activities. AI automation tools can also be used to analyze data trends across several audience vectors. This information can then be used to aid in audience segmentation and targeting.
Trend: Personalization and Precision Marketing
Personalized messaging continues to dominate marketing trends in 2025, but crafting it requires a thoughtful approach to avoid the feeling of invading your audience’s privacy. Life science companies must strike a balance between thoroughly understanding/catering to their audiences and overstepping health data boundaries.
This is another area where AI tools, specifically those that analyze audience data, will remain crucial. A healthy mix of automation to gather data and human insight driven by said data can create campaigns that are guaranteed to resonate with audiences without making them feel targeted.
To learn more about personalization strategies like audience segmentation, content tailoring, and ad retargeting, check out our digital glossary.
