Healthcare’s Missed Momentum: A Call for Brand Reinvention

Ten years of FutureBrand Index data reveal that while Healthcare brands gained trust during the pandemic, the sector still underperforms overall. Legacy models focused on product and purpose no longer suffice. With rising expectations and disruptive challengers reshaping the space, leaders must build brands that are culturally relevant, emotionally resonant, and strategically aligned; balancing trust, innovation, and long-term impact to remain competitive. To stay relevant, leaders must move beyond legacy thinking and build brands that connect across culture, community, and care.

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“For years, Healthcare brands have thrived by leaning on either innovation or purpose alone. But the rules are different now. Today’s most successful brands go beyond delivering scientific breakthroughs or noble missions; they connect emotionally, show up consistently, and deliver a human-centric experience.”

- Lynne Field, Head of Strategy, FutureBrand

Healthcare Brand’s Report Card: Progress Made, Potential Untapped

Post-Covid, Healthcare brands are losing emotional momentum; Index scores for attachment, story, and sustainability are slipping. While functional strength remains, brands must now focus on deeper emotional engagement and clearer storytelling. With global spending set to soar, the opportunity is clear. FutureBrand identifies three success models - Personal Innovator, Credible Visionary, and Immersive Experience - to guide the way forward.

Read about the new models for growth

Healthcare brands breaking category norms

Revvity

Sanofi

Merck

Tools & Comparisons

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What makes a brand thrive?

Dive into our extensive analysis of the Top 100 brands and examine each brand’s performance across critical metrics, including loyalty, experience, and market positioning.

By concentrating on these sector-specific focus areas, businesses can better align their strategies with market demands and drive meaningful growth.

FAQ

The FutureBrand Index is an annual study that reorders the top 100 global companies by market capitalisation, based on their brand perception. It assesses how well these companies balance 18 attributes across Purpose and Experience to position themselves for future success.

Unlike traditional rankings focused purely on financial performance, the FutureBrand Index delves into how brands are perceived by informed professionals. It focuses on emotional and functional attributes that show a brand’s potential for long-term success.

The FutureBrand Index uses QualiQuant® Interviews with over 3,000 informed professionals who have knowledge of at least 7 companies in the PwC Top 100. These interviews assess companies based on their ability to deliver on experience and purpose.

Absolutely! Every brand can learn from the success—and mistakes—of the world’s biggest brands. Whether you're growing a new challenger brand or refining an established name, the insights are universal.

FutureBrand helps organizations understand what drives brand perception today and how to apply these principles to ensure future success. Whether you're looking to redefine your strategy, double down on your strengths, or fix the apparently unfixable, we provide the insights and tools to guide your brand forward.

The key to becoming a future brand is balancing purpose with experience. Over the last decade, the most successful brands either adapted to market changes or doubled down on what made them great. Purpose-driven leadership, innovation, and building strong emotional connections with customers are essential for long-term growth,

Healthcare’s Missed Momentum: A Call for Brand Reinvention

- Lynne Field, Head of Strategy, FutureBrand

Healthcare Brand’s Report Card: Progress Made, Potential Untapped