The digital and social landscape continues to evolve at an unprecedented pace, introducing both challenges and opportunities for brands, especially in healthcare. As we look ahead to 2025, staying attuned to emerging trends will be essential for building meaningful connections with audiences and driving impactful engagement. Here's how Syneos Health Communications thought leaders see the year unfolding.
Platform Evolution and Strategic Adaptation
Christopher Rizzo, Head of Digital & Social Strategy, observes that social media platforms are undergoing significant transformations. “In 2024, we saw the emergence of AI tools, policy changes, and new monetization options reshape interactions between creators, businesses, and users,” he explains. Platforms like Bluesky are gaining traction, signaling a decentralization from traditional giants.
Looking ahead, Rizzo emphasizes that brands must prioritize platform-specific strategies and track evolving user behaviors. “Success will depend on how quickly they adapt, leveraging these shifts to build authentic, impactful engagement. Brands that respond agilely will turn platform changes into competitive advantages,” said Rizzo.
The Year of Artificial General Intelligence (AGI)
Matthew Snodgrass, Head of AI Innovation, predicts 2025 may herald the arrival of AGI. “While AGI's definition remains debated, advancements in multimodal learning and agentic AI hint that we're approaching a turning point,” he notes. With the potential to revolutionize industries from healthcare to education, AGI introduces challenges in ethics, workforce dynamics, and governance.
Snodgrass warns, “Businesses must focus on ensuring that AGI supports humanity, rather than overwhelming it.” He envisions AI coworkers enhancing efficiency, particularly in life sciences, where 24/7 capabilities could transform productivity.
The Rise of Micro-Influencers in Healthcare
Michelle Sandland, VP of Influencer & Digital/Social Strategy, highlights the increasing value of micro-influencers—patients and HCPs with under 100K followers. “These influencers foster trust and educate niche communities with authentic content on disease journeys and treatments,” she shares.
In a time when misinformation and disinformation run rampant online, micro-influencers offer a vital source of credible and reliable content. Through their personal experiences and close ties to niche disease communities, they build trust, providing patients and caregivers with authentic, accurate information. This role is especially crucial in healthcare, where patients often face the challenge of navigating an overwhelming and often contradictory flow of information about rare conditions and treatments.
By leveraging micro-influencers’ credibility, brands can drive meaningful patient and peer engagement, fostering tighter-knit, informed communities.
Data-Driven Agility in Social Campaigns
Matt Merlin, Director of Social & Digital Analytics, emphasizes the need for real-time insights in campaign management. “Interim metrics enable brands to pivot effectively, ensuring engagement aligns with projections,” he explains. Social listening and sentiment analysis are key tools for addressing public feedback and improving campaign outcomes.
“Data alone isn’t enough,” Merlin asserts. “Brands must translate insights into actionable strategies, ensuring campaigns resonate with ever-shifting audience expectations.”
Navigating Paid and Organic Search
Justin McGinnis, VP of Performance Media at Evolvics, sees significant shifts in search strategies shaping 2025. “Video content is dominating paid search strategies, with YouTube playing a pivotal role,” McGinnis explains. Brands are increasingly leveraging YouTube for patient and HCP assistance programs, driving awareness by meeting audiences where they consume content.
On the organic search front, McGinnis highlights the challenges posed by Google's AI overviews pushing traditional results further down the page. He advises companies to optimize for AI overviews by diversifying content formats and making sure that they are covering their basics on SEO, such as by including internal linking and well-crafted metadata.
Authentic Executive Leadership on Social Platforms
Arti Patel, SVP of Social/Digital Communications & Executive Visibility, sees the rise of executive visibility as a cornerstone of impactful communication. “Video blogs, live streams, and podcasts enable leaders to humanize their brands and build trust,” said Patel.
Pharma executives who embrace transparency and patient-centric storytelling will redefine leadership standards, cultivating lasting relationships with stakeholders.
Looking Ahead
These trends underscore a pivotal moment in digital and social strategy, where adaptation, authenticity, and innovation intersect. By leveraging these insights, brands can navigate 2025’s challenges, ensuring their communications remain impactful and human-centered.
