VML Health reveals trends defining health comms

VML Health has published its Health Futures: 10 Trends Defining the Future of Healthcare report, outlining how the healthcare sector is moving beyond scientific breakthroughs toward more meaningful, everyday patient experiences.

The report argues that the future impact of healthcare innovation will depend less on scientific advancement alone and more on how effectively those developments are translated into accessible, trusted support as patients move through prevention, diagnosis and long-term care. It draws on insights from VML’s Future 100 study to examine how healthcare systems and brands are adapting to rising pressure and changing patient expectations.

Focus shifts to “in-between” moments in care

A central theme of the report is the importance of what it calls the “in-between” stages of healthcare — the periods before diagnosis, between appointments and during ongoing disease management. It suggests these moments are becoming increasingly important as patients engage more actively with their own health data and experiences.

One key concept is “early-signal health,” which describes the space between feeling well and receiving a clinical diagnosis. The report highlights how wearable devices and health monitoring tools are enabling individuals to detect subtle changes in their condition earlier, creating a growing group described as “pre-patients.”

This shift, according to the report, creates opportunities for healthcare and pharmaceutical organisations to support patients in interpreting data and deciding when to seek medical guidance, rather than relying solely on clinical settings for engagement.

At the other end of the care journey, the report introduces “lived outcomes” as an emerging measure of success, placing greater emphasis on quality of life, independence and long-term wellbeing rather than survival alone.

Emerging trends reshape healthcare communication

The report identifies several additional trends influencing the future of healthcare:

Gen Beta Futures: A generation growing up with AI-driven tools is expected to demand more personalised and adaptive healthcare education.

Truth Literacy: With widespread concern about misinformation, the report highlights a need for clearer, more transparent communication in healthcare.

Brand Bastions: Healthcare organisations are expected to strengthen trust through more consistent and credible communication.

New-wave Activism: Patient advocacy is becoming a more central force in shaping healthcare engagement strategies.

Social Health: The report highlights the role of connection and community as key drivers of health outcomes.

Claire Gillis, Chief Executive Officer at VML Health: "The core message of Health Futures is that great science is only the starting point. So much of people's experience now happens in the in-between spaces: before diagnosis, between appointments, and between what the label says and what life actually looks like."

She added that healthcare organisations are increasingly focused on supporting patients with tools and communications that help them understand and manage treatment in everyday contexts.

Jason Gloye, Chief Client Officer and North America lead at VML Health: "World Health Day is a reminder that health is not only a fundamental right, but it is also a lived experience. Health Futures highlights the need for precise, stigma-free communications that help people interpret signals, talk confidently to doctors, and act without fear."

The report builds on insights from VML’s broader global research into cultural and technological change, positioning healthcare communication as a key factor in how medical innovation translates into real-world outcomes.

www.vml.com

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