Marketing in the Health + Wellness Industry in 2025

As the marketing landscape continues to shift rapidly, Setup is committed to staying on the pulse by speaking with marketers who are helping shape the future of their industries. We recently spoke with the CMO of Blackbaud about the rise of AI, Founder + CEO of MONPURE about the evolution of the beauty industry, and Co-Founder of BLK & BOLD about community in the beverage industry. 

Every few years, we revisit the Health and Wellness space to track major shifts. Since the pandemic, the industry has made significant strides to meet evolving consumer demands and expectations. 

We spoke with Mark Yosick, Senior Marketing Director, Surgical at MiMedx, about his experience in the space, the challenges he’s faced, and the trends he sees shaping the future.

Find the interview below:                                                                                                            

“When done thoughtfully, hyper-personalization can be a powerful tool to foster connection, particularly with brands that have earned consumer trust. However, overdoing it can make it feel intrusive...”

Question #1 | How do you incorporate patient-centric approaches into your marketing strategies? Can you provide an example where focusing on patient needs significantly influenced your campaign’s success?

Understanding what patients need is central to all my marketing efforts. Conducting in-depth market research helps me uncover those needs and ensures we’re designing campaigns that truly resonate. For instance, when marketing HELIOGEN™, an advanced surgical xenograft, I leaned into relatable, visually compelling storytelling. We created an analogy comparing HELIOGEN’s function in supporting the management of acute wounds to the scaffolding used when pouring a concrete driveway.* This campaign not only engaged our audience in a meaningful way, but also earned an ad award from General Surgery News, was a finalist for the American Marketing Association’s Atlanta Chapter Marketer of the Year Awards, and garnered overwhelmingly positive feedback from surgeons. This clear alignment with the customer’s needs helped drive both credibility and demand for the product.

Question #2 | How do you balance creative marketing with the need to stay compliant with strict regulations? Can you share a challenge you faced, and how you overcame it?

Balancing creativity and compliance starts with a deep understanding of regulatory requirements. I ensure this balance by involving Regulatory and Legal teams early in the development of any campaign. For example, when creating a social media post about a newly published study, I drafted multiple content variations for review. This collaborative process allowed us to explore creative ideas while staying rooted in compliance. The final post reflected thoughtful adjustments informed by team feedback, ensuring it was both engaging and aligned with guidelines. This approach not only strengthens trust internally, but also ensures our messaging remains credible and impactful.

Question #3 | What is your industry doing differently than others—and what do you admire about how other industries approach marketing?

Healthcare marketing, particularly for surgical products, is unique because of the blend of science, compliance, and storytelling required to reach a highly-educated audience. Our field relies heavily on clinical evidence to build trust and often faces a longer path to adoption–both among physicians and healthcare administrators. What I admire about other industries, such as entertainment, is their freedom to push creative boundaries. Their innovative use of partnerships and authentic storytelling across multiple touchpoints inspires me to think outside the box while remaining grounded in our industry’s standards.

Question #4 | Does hyper-personalization feel helpful or intrusive? How do consumers respond to AI-driven personalization—do they feel understood or manipulated?

When done thoughtfully, hyper-personalization can be a powerful tool to foster connection, particularly with brands that have earned consumer trust. However, overdoing it can make it feel intrusive, especially if the brand isn’t well-known. Striking the right tone is crucial. Personalization should enhance the customer experience, not overwhelm or alienate. It’s about achieving that balance between feeling individualized and respectful.

Question #5 | How can brands strike the right balance between AI-driven efficiency and human-centered engagement in the wellness space?

AI is a tremendous enabler, but its real strength lies in complementing human ingenuity. For healthcare marketing, where nuance and precision are non-negotiable, AI tools are most effective when they support tasks like synthesizing data, analyzing trends, and brainstorming ideas. For instance, I frequently use AI for summarizing market research or organizing project plans, which frees up time to focus on crafting messages that are both human-centered and aligned with compliance requirements. Brands succeed when they pair AI-driven efficiency with a personal, empathetic approach to engagement.

Question #6 | What are the three most important trends that will carry on to 2026?

Several trends are already shaping the way forward. First, AI-powered marketing tools will continue to evolve, boosting efficiency and personalization while allowing us to connect better with audiences. Second, omnichannel strategies will remain critical as healthcare professionals adopt an increasingly hybrid approach to how they consume information and engage. Finally, authenticity will remain a defining factor in how brands build trust and credibility with their audiences. Whether through transparent messaging or evidence-based content, authenticity will continue to guide meaningful engagements in the healthcare space."

---

In Closing: The four essential strategies shaping healthcare marketing today Are…

1. Patient-centric storytelling grounded in relatable analogies can drive credibility and demand. 

2. Early collaboration with regulatory and legal teams enables creative campaigns to stay compliant without losing impact. 

3. Thoughtful use of AI and personalization enhances engagement when balanced with empathy and transparency. 

4. Blending AI-driven efficiency with human-centered messaging allows brands to remain both innovative and trustworthy.

We are grateful for the opportunity to speak with such insightful marketers. The road ahead for all marketers will be shaped by smarter AI tools, stronger omnichannel strategies, and unwavering authenticity.

---

* Refer to Instructions for Use for a complete description of all applicable indications, warnings, precautions and contraindications. 

HELIOGEN and MIMEDX are trademarks of MIMEDX Group, Inc. ©2025 MIMEDX Group, Inc. All Rights Reserved. www.mimedx.com  US-AC-2500003 v1.