Lingo Leaderboard: Pharma Marketing’s Biggest Buzzwords for 2025

Reposted from Medical Marketing + Media Authored by Reporter Heerea Rikhraj

See the buzzwords set to dominate discourse in the coming year.

Terms involving patient engagement, access to health services and patient-centered care are among the buzziest catchphrases heading into 2025. That’s according to MM+M’s year-end survey of pharma, biotech and healthcare agencies.

Some 40 leaders shared their predictions for the lingua franca of pharma marketing. Read on to find out their picks for the vocabulary set to work its way into industry parlance in the year ahead.

Precision healthcare

The words “precision” and “precision healthcare” came up more than a handful of times in MM+M’s survey results. According to Ian Liu, global market leader for healthcare at Alorica, precision healthcare refers to providing tailored patient care with the goal of enhancing patient experiences.

Achieving precision or tailored patient care requires taking a proactive approach in anticipating patient needs, as well as having the appropriate infrastructure in place to meet those needs, Liu noted.

Building tools and technologies requires the industry to put themselves in the position of patients, respondents said, and to understand the way they respond to digital technologies and healthcare products.

Another reason these terms are more in vogue is that, as the industry gravitates toward digital products, including those infused with artificial intelligence (AI), the potential for mistrust grows among patients. Creating personalized products can be a means of building trust, some suggested.

Innovations like digital therapeutics or the use of large language models (LLMs) to build systems that anticipate patient-care journeys are among the technologies industry members said may yield better patient engagement.

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