Tim Passey

Should We Be Optimistic for 2025? In a word, yes. Healthcare in 2025 looks like a space brimming with potential. But, as always, there will be challenges. Whether it’s regulatory hurdles, market competition, or just the ever-present pressure to innovate, companies will need to stay sharp.

For consultants, being out of your comfort zone can be both exhilarating and uncomfortable. In the third sector, the lack of familiar frameworks or metrics forces you to adapt, think differently, and, most importantly, listen.

As a consultant specializing in healthcare advertising and communications and having held senior health positions at two of the 'Big 4' holding groups (most recently WPP, and prior to that IPG) I’ve watched the recent announcement of the Omnicom-IPG merger with keen interest.

As an advertising and communications consultant with a deep personal and professional connection to MENA and APAC, I see 2025 as a pivotal year for the life sciences and healthcare sectors. Both regions are experiencing dynamic growth, driven by innovation, government initiatives, and rising healthcare demands.

Over the past decade, the concept of “patient-centricity” has evolved from a corporate ambition into an industry-wide mantra in healthcare and pharmaceutical marketing.