The health care industry often faces unique challenges that must be overcome to ensure a sustainable growth pattern. Subject to changes in the marketplace and the needs of consumers, health and wellness practices, companies, and related businesses in the industry must engage in strategic marketing that builds trust with a patient audience. Health care marketing must be modern, innovative, and, most importantly, communicate on a level that resonates strongly enough to enable brands to form long-term relationships with patients. Adweek's Health and Wellness column focuses on industry-related news and health and wellness marketing topics. Feature articles also showcase how brands are developing strategies and making great strides in how health care marketing and advertising are being presented now and in the future.

Alt Image Text

Who Is the Chief Medical Officer of American Households?

Women are more likely to be responsible for healthcare-related decisions, but brands are missing out.

Alt Image Text

Drew Barrymore Calls Aging ‘A Privilege’ in Dove Campaign

Dove, with help from Drew Barrymore, continues to address the ills of social media head-on, specifically the TikTok trend that has tweens snapping up anti-aging products.

Alt Image Text

Navigating Change in Connected Commerce With Kenvue

Eric Tarnowski of Kenvue on fostering transparency to effectively manage resistance to change.

Alt Image Text

Rite Aid Wants Customers to Know It’s Got Their Backs. Will That Cure Its Many Ills?

Will the pharmacy chain's new 'It Means More' campaign cure its many ills?

Alt Image Text
Alt Image Text

Cheeky Erectile Dysfunction Ad Tells Men They Can ‘Rise Again’

The cinematic spot, airing during Canada's Super Bowl 58 telecast, breaks from the category norm and takes the comedic, innuendo-laced route.

Alt Image Text

The 13 Best Super Bowl Ads of 2024

ADWEEK selects the best ads from Super Bowl 58.

Alt Image Text

Pfizer Super Bowl Ad Debut Fights Cancer With Science and Queen

Pfizer salutes science before enlisting Queen and 175 years of company history in its Super Bowl debut and the fight against cancer

Alt Image Text

How Adidas and Neuroscientists Joined Forces to Help Athletes

A new campaign featuring Patrick Mahomes will debut on the Vegas Sphere.

Alt Image Text

Publicis Health Settles Lawsuit Related to US Opioid Marketing

The work was undertaken by defunct health agency Rosetta.

Alt Image Text

Ditch the Filters: A Real Beauty Journey With Glow Recipe

The skincare brand doesn't think perfection is the only way to be beautiful.

Alt Image Text

How The Midst Taps Into the Midlife and Perimenopause Ad Market With She Media

Midlife and menopause publisher The Midst graduates from Substack to a full site, partnering with She Media.

Alt Image Text

Broad City Stars Reunite to Bust a Gut Check in MiraLAX Campaign 

Broad City stars and creators Ilana Glazer and Abby Jacobson reunite to raise awareness of gut health in MiraLAX's cheeky ad.

Alt Image Text

Samsung’s Caveman Can’t Derail Wellness Goals as Brand Competes in Health Tech

Samsung promotes its AI-powered health app with a tale about a caveman friendship.

Alt Image Text

Brave Commerce Podcast: The World of Better-for-You Brands With Hain Celestial

Hain Celestial Group's Ari Labell talks BFY brands and healthier living on the Brave Commerce podcast.