Rapid policy shifts from ASCO and CMS have thrust the 340B program into the spotlight, signaling a fundamental debate over who should benefit from drug savings and where cancer care will be delivered. As reimbursement pressures mount and stakeholders push back, health systems, payers, and providers must quickly adapt to a changing market that will reshape access, site-of-care decisions, and commercial strategy.

Breakthrough data at ASCO 2026 underscored a new reality in oncology: scientific innovation alone isn’t enough—early, strategic planning for market access is now critical to ensuring therapies reach patients. As treatments grow more complex, success will depend on how well manufacturers address biomarker readiness, real-world adherence, and payer expectations from the outset.

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.

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.

As pharma faces the massive revenue impact of Patent Cliff 2.0, mature brands must rethink decline as an opportunity—shifting from promotion to presence in an AI-driven landscape. Generative Engine Optimisation (GEO) offers a new path forward, where credibility, content, and clinical trust allow established brands to remain essential in HCP decision-making even beyond loss of exclusivity.

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.

Explore key takeaways from the ISMPP Annual Meeting, including AI in medical publications, journal targeting strategies, and evolving industry challenges.

A perspective from Adobe Summit 2026 on how AI is reshaping healthcare marketing—not by replacing agencies, but by eliminating outdated, inefficient processes. While fears around job loss and shrinking budgets are real, the true shift is toward scalable, personalized engagement that improves patient outcomes. Human creativity and strategy remain essential, with AI acting as the engine that enables more meaningful, timely connections at scale.

Medical Affairs is moving from support to strategy, with clear momentum around AI, measurable impact, and integrated engagement. The next leaders will be those who turn these priorities into everyday practice while maintaining scientific rigor.

A firsthand look at ChatGPT Health reveals how connected data, real-time context, and AI are redefining personalized drug discovery, patient engagement, and the future of healthcare marketing.

Matt McNally discusses his return to Publicis Health, the network’s recent growth, and what’s ahead for healthcare marketing in 2026. In the MM+M podcast interview, McNally also shares insights on leadership and the evolving industry landscape.

Learn how Publicis Health and Digitas Health foster global connections, cross-industry inspiration, and human-centered creative strategies in healthcare marketing.