VisualGPS Creative Trends Wellness Healthcare’s Visual Potential in 2025

In an age of misinformation, Getty Images' VisualGPS research explores how healthcare brands can create impactful visual narratives that drive greater health literacy and ensure that everyone has access to the information and care they need. Here are three top visual tips to connect with today’s consumers.  

The pandemic has shifted priorities towards health on a spectrum, with nearly half of Europeans seeing health and wellbeing as a mix of physical, mental and spiritual health. With a growing focus on proactive care around personal health, medical misinformation can lurk in our social media feeds. Our VisualGPS research reveals that 66% of Europeans say they proactively take care of themselves by initiating health and wellness habits and more than half prefer to control their health without medications. However, Gen Z say they are more likely to trust celebrity and influencer health endorsements.

With the rise of misleading trends often on social media—anti‑sunscreen movement,¹ mouth taping² or reducing cortisol face—³ medical misinformation through short‑form video content has increased.⁴ Despite many Europeans viewing video as a valuable way to stay informed about health and wellness products, only 5% of healthcare visuals most popular with customers in the last 12 months are video. There is an opportunity for healthcare brands to create video content that educates and promotes health literacy to combat misinformation.

Technology is reshaping health, with innovations like medical AI and biohacking gaining traction.⁵ VisualGPS research reveals that nearly half of Europeans envision a future where humans become technologically advanced and many are willing to share personal health data to enhance future health outcomes. 40% of Europeans are open to using AI to analyse health records and identify trends while nearly half are comfortable with using AI for early detection and diagnosis. As consumers become more open to share their medical data, the concept of digital twins will emerge.

However, in‑person medical expertise remains crucial, with 88% of Europeans preferring in‑person consultations (over tele‑consultation) for health assessments and diagnosis. This preference is even stronger for older generations with 95% of Baby Boomer respondents agreeing. To effectively communicate this balance of human connection with tech promise, healthcare brands can consider visuals that balance precision and expertise with human touch. Highlight approachable body language in medical consultations to foster trust and collaboration in patient–practitioner relationships. Consider symmetric compositions to evoke precision. Humanise data visualisations with playful and friendly shapes.

Longevity is increasingly becoming a focus for healthcare brands and consumers alike, with a 23% increase in visual searches. More than half of global consumers believe they will be healthier in coming years due to investments in preventive solutions.⁶ However, health status is closely tied to social status with health inequalities becoming an urgent concern. Environmental risks accounting for at least 15% of the disease burden in Europe are not evenly distributed within countries and their populations.⁷

Focusing on equity and access to healthcare in visuals is key. Here are some questions to consider. Who gets to be seen? Are communities across all socio‑economic backgrounds represented? When showing medical visits at home, have different types of home environments been included? When visualising individuals’ health journeys, are challenges shown beyond support from professionals and loved ones? By opening out visual storytelling, healthcare brands can foster understanding, promote inclusivity and empower individuals to take charge of their health in a rapidly changing world.

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Sources

[1] CBS
[2] The Guardian
[3] Healthline
[4] The Guardian
[5] Fortune
[6] Euromonitor International
[7] WHO