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2027 edition

The State of Healthcare Marketing

From Clicks to Care

By WHO estimates, global life expectancy was 73.4 years in 2019. The pandemic pulled it down, and by 2023 it had climbed back to 73.3, with healthy years still catching up. This edition follows how people found care, how the crisis rerouted it and how AI is entering discovery, diagnosis and the hospital ward. It asks the same question of every advance and every campaign. What happened afterward?

Evidence through 13 October 2026 Markets US, UK and Brazil, with Europe and Latin America Format free PDF in English, 30 pages

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A century in three movements

Recognition comes first, then tools, then treatment, then access. The distance between them is where people wait.

1906 to 2019

How it was

Diseases were named long before they could be treated, and new tools took years to reach a patient.

  • Alzheimer's disease is described
  • Recombinant insulin is approved in the US
  • The combination era of HIV treatment begins
  • Programmable CRISPR is shown in the laboratory

2020 to 2026

What changed

The pandemic moved consultations onto screens. AI moved from research papers into hospital systems.

  • mRNA vaccines reach arms and AlphaFold2 changes protein research
  • The FDA approves the first CRISPR therapy, for sickle cell disease
  • 71% of US acute care hospitals report predictive AI in their records
  • A personalized gene edit treats one infant, a milestone and not yet a cure

2027 to 2030

What could come

The report sketches three futures, with no assigned probabilities, and the decisions each would ask of an institution.

  • Gradual changeSelective adoption and constrained resources
  • Supervised accelerationEvaluated tools and coordinated workflows
  • Disruptive changeFaster change in roles and purchasing

What the evidence shows

Every number keeps its population, its period and its source.

45.5 to 76.6

Life expectancy at birth in Brazil, in years, from 1940 to 2024.

IBGE life tables

80%

of US office based physicians used telemedicine in 2024, down from 86.5% in 2021.

CDC

71%

of US acute care hospitals reported predictive AI in their health records in 2024, up from 66% in 2023.

ASTP and AHA

3.6% vs 4.3%

Mortality at 90 days with and without AI alerts on ECGs, in a randomized trial of 15,965 patients in Taiwan.

Lin et al.

The report separates what was measured from what was hoped for. A laboratory result, an approval and a person receiving treatment are three different milestones.

When we say healthcare is getting better, whose life are we describing?
Diego Willian Zietek, from the opening perspective
Cover of The State of Healthcare Marketing 2027, charcoal with magenta arcs
Opening perspective page, titled Before we call it progress
Timeline page, titled Every breakthrough has a before
Longevity page, titled The life within the years

Inside the edition

From a pandemic that rerouted care to the decisions institutions face next

  1. A changed worldTelemedicine after the peak, a reminder that led to vaccination and the search that now happens before the appointment
  2. The long searchFrom the first descriptions of disease to gene editing and an AI result measured in patients
  3. More timeLonger lives, healthy years and what aging research can and cannot yet promise
  4. From possibility to accessWhy a treatment can exist and stay out of reach, and how hospitals and clinics make the route usable
  5. The next chapterAI and the work of care, three futures for 2027 to 2030 and a short agenda for leaders
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Written for

People who connect care with the people looking for it

Hospital and health system leaders

Deciding where technology and communication meet patients, and what to ask of both.

Clinic owners and medical directors

Who want the right people to find their service, understand it and arrive.

Healthcare marketing teams

Measuring what happens after the click, from booking to attended appointment.

Public health institutions

Asking which communities gained access to an advance and which are still waiting.

About the author

Written from inside the work

Diego Willian Zietek has spent more than 14 years in performance marketing and five years in healthcare marketing, working on paid media, qualification and measurement. This edition draws only on public evidence. No client, employer or campaign data appears in it.

Diwizi Research is the research practice of Diwizi, an independent performance marketing consultancy in Curitiba working with brands in the US, the UK, Europe and Brazil.

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Diwizi Research 2027

Behind every promise of a healthier future is someone trying to care for their life today.

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