During the specialized health forum held on June 4 during the 2026 Saniss Awards, hosted at the Renaissance Barcelona, experts in communication, marketing and health analyzed the challenges faced by brands today in a media environment increasingly influenced by information overload and artificial intelligence. Forum experts included: María Matachana of Nestlé, Claudia Prat of AB- BIOTICS, and Sara de Frutos of Almirall. Miguel Rico of BAM joined us as the forum moderator.

Forum participants agreed that brands should take an active role in ensuring that they are reliable sources of information and in simplifying complex messages without sidelining scientific evidence. They also stressed that trust is built through consistent strategies, clear messages and more personal communication.

This is where brand responsibility comes into play. Consumers are increasingly better-informed due to the accessibility of information, and scientific evidence continues to be the main source of credibility for any brand in the health sector. In order to connect with audiences, communication should incorporate scientific support and emotional narratives.

Artificial intelligence was also one of the central themes of the debate. While recognizing its potential to transform the industry, panelists emphasized the need to ensure the quality and truthfulness of data offered by AI tools, especially in an industry where information can directly impact people’s health.

The panel also highlighted the importance of adopting creative and empathetic approaches to connecting patients and healthcare professionals, who face information saturation. It is recommended to leave aside technical details and bet on messages that capture attention.

Regarding the future of the industry, the panelists mentioned the importance of combining artificial intelligence, with verified scientific information and medical studies that ensure the veracity of the information so that it reaches the target audience appropriately.

In conclusion, attendees noted that the future of health brands will depend on their ability to combine technological innovation, scientific evidence and people-centered communication. Likewise, health brands have the opportunity to lead from transparency, scientific evidence and human closeness.