As procurement becomes a strategic driver of growth rather than a gatekeeper of cost, healthcare organisations have an opportunity to rethink how marketers, procurement teams and agencies create value together. Annabelle Sandeman explores why stronger partnerships are the industry's next competitive advantage.

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.

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.