At Cannes Lions 2026, one message stood out: in today’s landscape, success isn’t about what brands say, but what they make people feel and remember. For health brands, that means moving beyond clarity to create culturally resonant, behavior-shifting work that delivers real-world impact.

At Cannes Lions 2026, Matt McNally joined ADWEEK’s Leadership Voices to share his perspective on where healthcare is headed and how Publicis Health is built for the future. From the growing demand for more connected, human-centered solutions to the power of bringing data, creativity, and expertise together, the conversation highlighted what it takes to lead in a rapidly evolving industry.

At Cannes Lions, it was clear that healthcare marketing is moving beyond rigid annual plans toward more dynamic, always-on approaches. In ADWEEK House’s From Static Planning to Living Systems session, leaders including Elle McComsey highlighted the shift to adaptive, data-driven ecosystems that continuously learn and respond in real time.

Attending ASCO 2026 underscored both the meaningful progress in gynecologic cancer care and the urgent need for greater awareness. For many women in mid-life, menopause symptoms can mirror early warning signs of cancer—often leading to delayed diagnoses in the absence of reliable screening options.

ASCO 2026 reinforced that while scientific innovation continues to advance oncology, the real impact lies in addressing the everyday barriers patients face in accessing and navigating care. From poster sessions to policy discussions, the meeting highlighted the critical need to translate breakthroughs into more equitable, patient-centered outcomes.

A recent MM+M article, authored by Fannie McWatt and Adriano Botter, examines how AI is shifting from a marketing tool to an active “audience,” changing how brands compete for visibility, credibility, and influence in AI-driven decision-making environments.

Payer Sciences ranks #66 on MM+M’s 2026 Agency 100 list, recognized for its specialized market access expertise and ability to turn complex payer insights into actionable strategy. By combining analytics, AI, and a deeply integrated Publicis Health model, the agency is helping brands navigate access challenges and drive smarter, more effective healthcare decisions.

P-value Group makes its debut on MM+M’s 2026 Agency 100 list, earning a spot at #56 and signaling a pivotal moment of growth and transformation. By pairing its scientific rigor with expanded AI and data capabilities through Publicis Health, the agency is elevating how tailored, high-impact medical communications reach healthcare professionals.

Saatchi & Saatchi Health lands at #50 on MM+M’s 2026 Agency 100 list, recognized for its bold blend of creativity, AI-driven innovation, and audience-first thinking. By combining storytelling, data, and modern engagement strategies, the agency is helping healthcare brands build more meaningful, real-world connections.

Heartbeat earns the #48 spot on MM+M’s 2026 Agency 100 list, recognized for its bold, challenger-brand mindset and emotionally driven approach to healthcare marketing. By blending data, strategy, and creative disruption, the agency continues to help brands break through in complex and competitive categories.

Razorfish Health secures the #47 spot on MM+M’s 2026 Agency 100 list, recognized for its science-first approach and growing impact across medical communications, data innovation, and high-science engagements. With continued investment in AI and the launch of Publicis Health Core Medical, the agency is redefining how complex science translates into meaningful, human-centered healthcare experiences.

Digitas Health earns the #19 spot on MM+M’s 2026 Agency 100 list, recognized for its continued evolution into a creative-first, data-driven powerhouse. By blending strategy, media, and innovation across the Publicis Health network, the agency is redefining how meaningful, human-centered healthcare marketing comes to life.

Fresh from SXSW London 2026, Sam Cheetham challenges how we think about AI, arguing that the real opportunity lies in starting with people, not technology. From co-creation to the rise of AI companionship, he explores how creativity must push beyond optimisation to stay truly human in an uncertain, rapidly evolving landscape.

Medical Affairs is facing a rapidly evolving information landscape where misinformation, digital influence, and AI are reshaping how science is accessed and trusted. To stay effective, the function must move beyond accuracy alone and build agile, “trusted architectures” that ensure scientific information is visible, accessible, and meaningful across both human and AI-driven channels.

After attending the 2026 Veeva Commercial & Medical Summit, one theme became impossible to ignore: pharma marketing’s era of “kitchen sink” content must end. As AI accelerates content creation, the real challenge is no longer producing more materials, it’s creating focused, high-value IVA content that actually supports meaningful Rep/HCP interactions.

Mental Health Awareness Month is a reminder that supporting mental well-being requires action, not just conversation. Through its partnership with NAMI, Publicis Health fostered open dialogue, community engagement, and a shared commitment to creating a more supportive workplace culture.

A powerful look at how silence, stigma, and unspoken family history have shaped hereditary ovarian cancer—and how InHERitance is changing the conversation through storytelling, advocacy, and prevention.

AI-generated human imagery is reshaping pharmaceutical marketing, offering new opportunities for scale and efficiency while raising the stakes for authenticity, governance, and patient trust. The challenge is no longer whether to use AI, but how to apply it responsibly.

Market access is no longer a final step—it’s becoming a foundational strategy. Insights from Asembia’s AXS26 Summit highlight a clear shift toward earlier integration, clearer data storytelling, and deeper collaboration across payers, manufacturers, and partners to navigate an increasingly complex healthcare landscape.

AI is no longer a novelty in healthcare research, it’s an expectation. As organizations race to integrate it into their workflows, the real challenge has become clear: success with AI isn’t primarily technical, it’s human.