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.

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How Do These Awful People Sleep at Night? On Mattress Firm Beds

Three ads from Mattress Firm, launching today, center on the rhetorical question, "How do you sleep at night?"

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Elvie Lights Up Times Square to Smash Postpartum Taboos

Femtech brand Elvie puts maternal health under the microscope with its first Times Square billboard.

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The Testicular Cancer Society Hijacks Soccer Highlights to Encourage Self-Exams

The campaign by FP7 McCann Dubai encourages regular self-examinations among a soccer-loving demographic.

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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.

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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.

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Navigating Change in Connected Commerce With Kenvue

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

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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?

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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.

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The 13 Best Super Bowl Ads of 2024

ADWEEK selects the best ads from Super Bowl 58.

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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

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How Adidas and Neuroscientists Joined Forces to Help Athletes

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

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Publicis Health Settles Lawsuit Related to US Opioid Marketing

The work was undertaken by defunct health agency Rosetta.

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Ditch the Filters: A Real Beauty Journey With Glow Recipe

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

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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.