The health and wellness sector is increasingly crowded, complex and competitive. Faced with new and expanding competition, brands are pivoting traditional investments to digital platforms to better engage stakeholders on their own terms and to deliver a differentiated experience. Leading brands recognize that their stakeholders have more options and are increasingly savvy in seeking out meaningful information, which requires an evolution to traditional pharma marketing strategies. Winning brands excel by both maintaining their existing digital presence and expanding into new platforms. To address the changing audience landscape, innovative pharma brands are optimizing and focusing all aspects of their digital investments to meet the needs of consumers and healthcare professionals alike.