It was a year to remember as health institutions that had been pillars of science and public health were buffeted by change. The impact is growing.

Attending the GESDA annual summit in Geneva, roiling alongside optimism associated with science discoveries was impact of US cuts made to the WHO and the threats to open science created by political actions. Those racing ahead with advancements intended equitable global benefit, but stymied by growing barriers. Fun fact: China is the global AI leader measured by peer reviewed journal articles and influence. (https://www.digital-science.com/blog/2025/07/new-report-shows-china-dominates-in-ai-research/.) Those rejecting open science may well fall rapidly behind.

Here in the US, the spread of health misinformation became a feature, not just a fringe activity. With preventable disease outbreaks claiming lives and harming many, making personal health decision when buffeted by competing authorities created burdens for health care providers as patients arrived at appointments questioning why they should get a vaccine and questioning doctors as if they are treating disease to make money.

There is no doubt that health care cost, access and affordability will be front-and-center in the coming year. Recently released US economic data credited the consumer with the economy’s unexpectedly strong growth. Spending in healthcare led the way. For every dollar spent on health, cars, recreation, food and other consumer goods are in competition for the household budget. Ending ACA subsidies will be watched closely to assess the health and economic impact on families likely least able to take on the increased financial burden.

The tech transformation of healthcare and the widespread adoption of AI presented promise and worries. Perhaps no topic has transformed more rapidly from SEO to GEO, with health related SEO down 50% as people race to agents for health information and solutions. With wearables detecting health conditions both chronic and acute before the doctor does, the evolution of the doctor/patient relationship now includes a ton of new data.

In 2026, I will be watching the K-shaped economy closely. (https://www.reuters.com/world/us/us-economic-growth-likely-remained-strong-third-quarter-2025-12-23/) We have long known that there is a haves-and-haves-not divide when it comes to trust and healthcare. Those with more education and income are more likely to trust healthcare vs than those with less. With the rich getting richer and information and financial barriers growing, I predict some will embrace their influencer and social media “care teams” as a replacement for trained healthcare professionals and the dauntingly complex US healthcare system.

With so much change afoot, it is time to reassess your stakeholders. How have their priorities and expectations changed? What is the foundation of their relationship with your brand? How can you best align your business priorities with their needs? And, are your communications and engagement functions aligned accordingly? Let’s engage!