5 digital trends transforming pharma and healthcare in 2025

As digital healthcare evolves, so too do global accessibility regulations. From the European Accessibility Act (EAA) to Web Content Accessibility Guidelines updates, 2025 is a critical year for inclusive digital design in healthcare. These regulations mandate accessibility for people with disabilities, presenting both challenges and opportunities for healthcare providers and pharmaceutical companies.

The role of UX in accessibility compliance

By embracing universal accessibility, organisations can not only comply with regulations but also build trust and engage a broader audience. Designing for diverse user needs—such as visual, auditory, and cognitive impairments—turns compliance into a competitive advantage. By prioritising accessible UX strategies, companies can turn a legal obligation into a strategic advantage, enabling them to connect with a broader demographic, fostering deeper connections with their audiences and lead the way in inclusivity.

Our opinion

“Accessibility is finally moving from a ‘nice to have’ to a fundamental requirement for digital solutions. By prioritising accessibility, organisations not only comply with regulatory standards but also unlock the potential for better design, benefitting everyone, creating digital experiences that are more effective and impactful for the widest possible audience.”

Rob Verheul, CEO

Generative AI is set to continue creating a paradigm shift within pharma and healthcare, offering not just data analysis, but the ability to create solutions. This powerful form of AI will impact everything from drug discovery to personalised treatment pathways and patient adherence strategies.

In precision medicine, generative AI integrates diverse datasets (including genomics, patient histories and clinical data) to deliver precise, tailored treatments. For HCPs, AI provides actionable insights that refine clinical decision-making, while for patients, it ensures care is highly personalised and effective.

Why UX is key to success in AI-driven healthcare

The success of generative AI in healthcare rests on its usability. For AI tools to be truly impactful, they must be seamlessly integrated into existing workflows and offer intuitive insights. Focusing on thoughtful design and expert UX strategies ensures these innovations are accessible, driving both adoption and measurable outcomes.

Keen to learn more about how AI will shape design in 2025?

Our opinion

"This year, the conversation around AI needs to shift from theoretical potential to tangible outcomes. While the industry has long discussed AI’s promise to transform sectors like healthcare, finance, and education, 2025 should be the year we focus on real-world applications and see measurable results."

Rob Verheul, CEO

In 2025, healthcare audiences expect a high level of personalisation in every interaction. From patients to HCPs, digital experiences need to be tailored to individual needs, such as offering personalised medication reminders for patients or actionable insights for HCPs within portals. This level of personalisation will be the cornerstone of successful healthcare engagement.

Designing hyper-personalised healthcare journeys

Achieving hyper-personalisation requires data-driven tools and streamlined workflows that empower internal teams to deliver custom experiences. The goal is to create an integrated digital journey where patients and HCPs feel their needs are met, with consistent and efficient communication at every touchpoint. By focusing on user-centered design, healthcare providers and pharmaceutical companies can enhance engagement and trust.

Our opinion

“This year we’ll see the NHS digital app enable greater choice in treatment options, giving more agency to the patient around the care they receive. This is just one step toward a more personalised and patient-centred healthcare system. As technology continues to evolve, we can expect more initiatives that empower patients and HCPs with tailored tools, real-time insights, and streamlined digital experiences, ultimately improving outcomes and satisfaction for all stakeholders in the healthcare ecosystem.”

Rob Verheul, CEO

Digital therapeutics (DTx) are redefining traditional treatment approaches by delivering evidence-based interventions through software. From managing chronic conditions like diabetes to addressing mental health challenges, DTx applications and wearable devices paving the way for a more collaborative modal between patients and HCPs.

Although DTx tools have been around for a while, their growth and impact have been limited by outdated reimbursement and regulation models. With positive signs that this is set to change in 2025, we can expect some exciting developments in the DTx space in the next 12 months.

Digital therapeutics: usability and clinical integration

The effectiveness of DTx rests on three key factors: clinical efficacy, user engagement, and seamless integration into HCP workflows. Well-designed UX solutions play a critical role in building trust, reducing barriers, and encouraging consistent use—not only for patients navigating their care but also for HCPs leveraging these tools to inform decisions and improve outcomes. By bridging patient needs with HCP workflows, DTx creates a more connected and efficient healthcare experience for everyone involved.

Well-designed digital therapeutics that are both clinically impactful and user-friendly can foster lasting patient engagement and improve healthcare outcomes.

Our opinion

"This year, Digital Therapeutics (DTx) and Digital Health should once again become a priority for forward-thinking brands, given their transformative potential to enhance the patient experience. With the emergence of AI-driven DTx, we are entering a new frontier—one that brings exciting opportunities but also presents fresh challenges for regulatory approval across global markets."

Rob Verheul, CEO

Modern healthcare consumers, including patients and HCPs, demand seamless, omnichannel experiences akin to the high-quality service they encounter in other industries. By 2025, pharmaceutical companies and healthcare providers must create strategies that unify digital and physical touchpoints into a cohesive and intuitive journey.

Creating a cohesive omnichannel experience in healthcare

The challenge is to design systems that enhance patient engagement while also streamlining HCP workflows and supporting internal teams. Whether it’s integrating telemedicine with in-person care, connecting mobile apps to wearable devices, or ensuring consistent communication across all channels, the goal is to meet users wherever they are. Interoperability plays a crucial role, enabling secure and intuitive data flow across platforms to build a connected healthcare ecosystem.

Achieving this requires solutions that prioritise both usability and privacy. Designing workflows that are intuitive yet powerful ensures patients and HCPs can navigate their healthcare journeys with ease, while internal teams are equipped to deliver these cohesive experiences. This comprehensive approach fosters trust, engagement, and efficiency at every stage of the healthcare journey.

Our opinion

“The upcoming split between Veeva and Salesforce marks a pivotal moment for healthcare brands, forcing them to choose a path that aligns with their long-term digital strategy. This decision will drive a wave of investment as organisations sharpen their systems and workflows, ensuring they’re equipped to deliver seamless, integrated experiences in an increasingly competitive and connected healthcare landscape.”

Rob Verheul, CEO

The digital trends shaping 2025 in pharma and healthcare—from generative AI to omnichannel strategies for connected health consumers—share one common goal: delivering seamless, human-centered experiences for patients and healthcare professionals. Whether leveraging digital therapeutics or meeting global accessibility standards, the future will be defined by innovations that prioritise usability and engagement.

To succeed in this rapidly evolving landscape, healthcare and pharma organisations must focus on crafting integrated solutions that not only comply with industry standards but also elevate user experiences. These innovations should bridge the needs of patients, HCPs, and internal teams, ensuring every interaction feels cohesive and impactful. By addressing these challenges with thoughtful design and robust digital strategies, organisations can secure a lasting competitive advantage and redefine healthcare delivery.