Top 10 Healthcare Marketing Blog Posts of 2025
It’s been a busy year for the Media Logic healthcare team, and as 2025 winds down, we’re excited to highlight the most-viewed blog posts. Across digital strategy, Medicare market analysis, and new consumer research, our experts have shared practical guidance to help healthcare marketers stay informed and ready to respond to ongoing change. As you look ahead, we invite you to revisit these ten standout posts—each offering meaningful insights and takeaways that reflect key moments and trends throughout the year.
In 2025, Media Logic began an ongoing series designed to help regional health plans navigate the digital landscape. This year, we covered scaling digital investments effectively, navigating Meta ad changes, and rethinking ROI. Stay tuned for additions to our series focused on first-party data, omnichannel strategies, and more. You can find the full series here. Here are two of the most viewed blogs in the series.
Navigating the Digital Ecosystem: A Guide for Regional Health Plans
Regional plans continue to face challenges in digital environments—narrow targeting pools, CMS restrictions, shifting algorithms, and increased competition. This overview explores ways to scale more effectively by balancing precision with reach, prioritizing KPIs that include things like engagement as well as lead quality and conversions, and strengthening cross-channel consistency. The blog also highlights important shifts, including Meta’s updated policies and Google’s changing search capabilities.
Meta’s Healthcare Ad Changes: What Regional Plans Need to Know
Meta implemented broader classifications and more restrictive limits for regulated industries, prompting healthcare advertisers to revisit campaign structures. This post details how the new rules influence targeting and optimization and suggests practical adjustments such as focusing on upper-funnel goals, enhancing landing-page performance, and refining first-party data strategies. These updates help advertisers keep Meta effective within a dynamic digital landscape.
Consumer In Sight (CIS) reports are an investigative research series conducted by Media Logic, with the aim of gaining new insights into consumer preferences and behaviors in healthcare. Using an industry-leading software platform, we employ national panels to track the changing marketing landscape and support clients in connecting with consumers through creative executions and multichannel media.
In 2025, our Media Preferences and Voices of Medicare CIS reports were among the most viewed surveys. In addition to the reports, our healthcare group directors also shared their observations on the research findings in two conversational-style videos.
2025 Media Preferences of Older Adults: Consumer Survey and Marketing Implications
This annual survey provides an updated look at how adults ages 63–75 use media across traditional and digital platforms. TV remains dominant, while digital activity continues to expand with near-universal smartphone adoption. The research highlights delayed-action behaviors when exploring new products and a preference for phone-based support when evaluating Medicare options. These insights help marketers refine channel strategy and messaging approaches.
Key Takeaways for Medicare Marketers: Insights on Senior Media Trends
In this conversation-style post, Media Logic’s Josh Martin and Denise Carney-Jones break down findings from the latest Media Preferences Survey of Older Adults. They discuss which results were most surprising, the continued influence of traditional channels, seniors’ smartphone habits, and how digital confidence relates to response behavior. Their insights help marketers better understand senior media patterns and engagement nuances.
Medicare Members: Satisfied Today, Vulnerable Tomorrow
Prior to this year’s AEP, Media Logic’s Consumer In Sight research team surveyed 500+ Medicare members exploring satisfaction drivers, benefit utilization and more. The research revealed that many Medicare members report satisfaction because their experience has been smooth, not because of strong plan loyalty. Economic concerns, cost pressures, and gaps in benefit understanding all left room for disruption during AEP and beyond. The findings highlighted where expectations and actual use diverge, offering guidance for strengthening communication and improving retention efforts- insights that remain essential year-round for marketers trying to build connections. The blog featured an interactive chart exploring the engagement gaps between benefit awareness and utilization.
Each year Media Logic develops tip sheets and playbooks to help healthcare marketers turn complex marketing issues into manageable, effective strategies. This year’s resources included strategies for New-to-Medicare marketing, D-SNP marketing and guidance on how to turn a competitor’s exit into an acquisition opportunity.
As Trailing Boomers enter Medicare, the NTM audience continues to evolve. This updated tip sheet explains why recruitment strategies must address both Turning-65 and Working-Past-65 consumers, who often make decisions on different timelines. Recommended approaches include expanding the sales-cycle view, using brokers and influencers strategically, and incorporating a broader channel mix to engage prospects earlier.
D-SNP Marketing Tip Sheet: Acquiring, Onboarding and Retaining Dual-Eligible Members in 2025
The growth of the dual-eligible population offers significant opportunity but requires tailored outreach. This post outlines how plans can use internal data for better targeting, simplify education around D-SNP value, and expand community-based engagement. It also highlights essential touchpoints across acquisition, onboarding, and retention to support dual members throughout their journey.
When Competitors Exit the Market: A Medicare Marketing Playbook
Competitor exits create quick opportunities for growth, and preparation is essential. The playbook highlights early disruption detection through broker insights, flexible media plans for rapid activation, and creative assets that can be customized quickly and compliantly. Recommended channels include direct mail, paid social, and email. With strong sales alignment and clear, CMS-compliant messaging, plans can respond effectively and capture market share when exits occur.
Unlocking Hidden Revenue by Transforming Member Communications
Many health plans face fragmented outreach and data silos that weaken engagement and financial performance. The Member Value Optimizer (MVO) uses predictive analytics and personalized journeys to deliver more relevant communication. Key applications include improving risk scores, guiding plan transitions, supporting medication adherence, and reducing unnecessary ER use. By aligning targeted outreach with continuous optimization, the MVO helps plans turn engagement into measurable value.
Introducing the Media Logic Client Portal: A New Way to Collaborate and Optimize
The Media Logic Client Portal centralizes market intelligence, performance dashboards, creative assets, and more into one customizable hub. Key features include Medicare Opportunity Analysis maps, DataSnap reporting, and ROMI calculators designed to support faster, more informed decision-making. The portal enhances collaboration and helps teams stay aligned throughout the year.
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