Mindset matters. The more we know about consumers and their health journeys, including their milestones and challenges, the more we can create relevant, engaging marketing and advertising. Connecting with people who are thinking about their health or a particular condition is essential; this allows us to shift away from surface level offerings to deeper, engaging educational content. Technology and advancements in AI and Gen AI are not only shifting real-time monitoring, analytics, and optimizations, but powering health marketers to leverage data for better experiences to meet digital consumer behaviors.