What 2026 means for healthcare (and for us in creative roles)

First, complexity is compounding

AI tools are automating administrative tasks, drafting clinical notes, summarising consultations and writing referrals, while care delivery is shifting from hospitals to community settings like pharmacies. Add in personalised medicine gaining traction, digital health platforms maturing, and over 8.4 million people on NHS waiting lists, and you’ve got an ecosystem where every organisation is trying to explain something increasingly sophisticated to audiences who are increasingly overwhelmed.

Second, expectations are shifting

Patients are tired of fragmented, disconnected care and want continuity and accountability. They’re not interested in flashy innovation anymore, they want things that work. Healthcare buyers, whether clinicians or commissioners, are moving past “what’s new?” to “what delivers?”

Third, the communication challenge is getting harder, not easier

Our clients are dealing with AI’s “black box” problem – explaining how decisions are made when even they don’t fully understand the mechanisms. They’re navigating regulatory uncertainty. And they’re trying to stand out in markets where everyone’s talking about the same things: digital transformation, personalisation, prevention over treatment.

For us as a design agency, this creates both pressure and opportunity. The bar for clarity has never been higher. Our clients don’t just need beautiful materials, they need communications that cut through noise, build trust, simplify genuine complexity, and differentiate in crowded spaces.

This year, I expect we’ll be doing less “explaining the science” and more “proving the value.” Less “look what we can do” and more “here’s why it matters to you specifically.” And critically, more work helping clients position themselves as reliable partners rather than flashy innovators.

It’s going to be a demanding year. But it’s also the kind of challenge we’re built for.