Innovation with humanity: Balancing tech and connection in healthcare

As I reflect on my time at SXSW 2025, I'm energised by the transformative ideas and conversations that dominated the healthcare marketing landscape, with authenticity and AI emerging as powerful forces driving change.

The power of authentic messaging

The most striking insight was how authenticity has become the cornerstone of effective healthcare communication. A panel featuring Eli Lilly highlighted the problematic lack of authentic representation of illness in the media. Viewers are increasingly demanding to see the full spectrum of health experiences - not just the suffering, but also the moments of joy, anger, and complex emotions that accompany conditions like cancer and diabetes.

For healthcare marketers, this means we must embrace the realities of health conditions rather than sanitising them. By utilising social listening, engaging patient and HCP influencers and collaborating with patient advocacy groups, we can create messaging that truly resonates with audiences seeking genuine connection.

Podcasts as authenticity vehicles

Building on this authenticity trend, podcasts have emerged as critical platforms for delivering trustworthy health information. At SXSW, we saw how podcasts offer the ‘long tail’ promise - content for everyone, no matter how niche. Unlike traditional digital advertising that focuses on instant gratification, podcasting builds community and trust over time.

The most successful podcasters, like sports journalist Sarah Spain who spoke at the iHeart activation, focus on synthesising ideas and making connections with their audience. For healthcare brands, podcasts present opportunities to partner with trusted voices or create bespoke content that allows for deeper storytelling while maintaining authenticity.

Meeting consumers where they are

As the media evolves, so must our approach, ensuring we meet customers where and as they are – authentically. Beyond the power of podcasts, there are other key avenues to reach consumers, including health care professionals (HCPs).

The importance of reaching consumers in their natural environments. With 12 million Americans earning their primary income as influencers - triple the number of nurses in the U.S. - we're seeing significant shifts in how health information is consumed. Consumers readily engage with influencers over traditional healthcare professionals for information.

Surprisingly, mobile gaming emerged as an underutilised channel, with light social users (33% of the population) spending 2.5 times more time on mobile games than social platforms. These platforms offer natural ad experiences with full-screen engagement and highly attentive audiences.

The importance of connecting with rural communities was emphasised through trust, service and respect in messaging, highlighting communal well-being rather than focusing solely on individual values.

AI's transformation of healthcare

AI dominated virtually every SXSW session I attended. Dr. Susan Dorfman, our President and CEO, noted during a panel on the intersection of humanity and AI that this technology could finally move us from sick care to preventative, wellness-focused healthcare.

With 129 million Americans managing chronic illness and 80% of consumers engaging with telehealth, AI-powered tools like Health Answers by Pfizer and Thrive's AI health coach are redefining patient engagement. However, trust remains a fundamental challenge, with only 40% of consumers finding online health information reliable.

For healthcare marketing, this means implementing AI where it provides better outcomes for patients while ensuring human participation remains central. AI should be considered not a replacement for your team, but as another headcount, allowing the rest of the team to be more creative.

The essential role of caregivers

Our panel on caregivers revealed the enormous yet undervalued contribution they make - worth hundreds of billions in unpaid revenue. Today's caregiver is often a woman caring for both children and parents, now referred to as the ‘panini generation’ due to the pressure applied from both sides.

Technology innovation offers hope, with startups developing tools to support caregivers. Healthcare brands should recognise caregivers as a key audience, especially considering they often manage their own health issues alongside their caregiving responsibilities.

Looking forward

What struck me most about SXSW 2025 was how healthcare marketing is evolving toward more human-centred approaches, even as technology advances. Whether through authentic representation, podcast storytelling, meeting consumers in gaming environments, AI implementation or caregiver support, the future belongs to brands that balance technological innovation with genuine human connection.

As we implement these insights at CMI Media Group, we're focused on helping healthcare brands navigate this evolving landscape - embracing the digital future while never losing sight of the human experiences at the heart of healthcare.           

Carly Kuper is SVP, Public Relations & Corporate Communications at CMI Media Group. For more information visit: cmimediagroup.com