Insights

Critical Market Insights - Centered on Humans

The future of health relies on advances across the life science, healthcare, and wellness industries, with one central tenant: as the industry moves faster than ever, it’s even more important to understand how our audiences think and feel, how they will act and react in the increasing speed of change.

At LINUS, we invest 100% of our marketing efforts in research, data, and deep insights in the most critical areas of life science and healthcare, bringing insight and foresight to the conversations that haven’t yet been explored, to help change the discourse and move our collective industry forward. 

REPORTS

The LINUS Digital Health Lab: An Immersion into Health Tech and Consumer Behavior

The State of Young Physicians

In this study, our goal was to capture the values and goals of young physicians and explore the factors they believe will influence the delivery of healthcare in 2035. To achieve this, in July of 2024, we hosted conversations with 8 young physicians aged 21-35, followed by an engagement of 1,018 young physicians in a nationwide survey.

Health 2035: A Bold Path Through the Uncharted Future of Health

In collaboration with HSBC Innovation Banking and HLTH, this year-long initiative is Informed by the perspective from young physicians, and shaped by conversations with visionaries in the healthcare ecosystem, Health 2035 makes bold predictions for the future of health that go beyond embedded assumptions.

Home is the Center of Health.

Home is now more than a living space—it’s a doctor’s office, diagnostics lab, and care center. Our survey of 1,000+ adults aged 60-79 highlights this shift. As home-based care becomes the norm, how can companies adapt? This report provides study data and three innovation strategies for designing a future where home anchors health services.

Gen Z is the Future of Health. Still.

Gen Z embodies a new era of health, merging emotional, mental, and physical wellbeing into daily life. Despite the challenges of a pandemic, this generation continues prioritizing integrated wellness. Their approach emphasizes trust, transparency, and personal relationships in healthcare, redefining quality and care standards. Learn how Gen Z’s beliefs and behaviors shape the future of health.

Gen Z + The Future of Health

Our study reveals how Gen Z, or “Gen Well,” is reshaping the future of health. Health and wellness are central to their daily lives, from tracking sleep to using mental health apps. This generation values proactive, holistic health, prioritizes mental well-being, and demands authenticity from brands. Discover four key forces driving their approach.

Future Forward: A Special Report on Preparing for the Next Normal

The Linus Group’s “Future Forward: A Special Report on Preparing for the Next Normal” surveyed 2,400 life science professionals, revealing how the pandemic reshaped productivity and innovation. Highlighting key phases and strategic insights, the report outlines how leaders can adapt and thrive as they navigate the ‘Next Normal’ in the evolving life science landscape.

Major Updates on Scientific Progress Amidst a Global Pandemic

This report shares insights from our longitudinal study (March 13-April 10, 2020) involving nearly 2,000 life science professionals during the COVID-19 outbreak. It explores the industry’s reactions, expected long-term impacts on research, perceived duration and severity of the disruption, and the prevailing sentiment throughout the life science community.

An Initial Baseline: How Scientific Research Progresses Amidst a Global Pandemic 

We surveyed 350 scientists, researchers, directors and other professionals within scientific institutions and companies to better understand how the community is impacted in the early phases (March 13-20, 2020) of the Coronavirus pandemic outbreak.
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REPORTS

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BLOG

Commercial Excellence in Life Science: Planning for 2026

Our latest Commercial Excellence in Life Science study taps into the voices of more than 130 commercial leaders across the global scientific tools and services industry to uncover what’s working, what’s changing and where commercial leaders need to focus next.

Navigating the Evolving Landscape of Life Sciences: Key Insights from the State of Science 2025

Navigating Disruptions to Scientific Funding

2025 State of Science: Consumer Sentiment in Life Sciences

Seven Forces Shaping Life Science and Health in 2025

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BLOG

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BOOKS

CatalyticExperiencesBookLinusHamidGhanadan

Catalytic Experiences

Hamid Ghanadan provides a synthesis of how scientists and clinicians are dealing with the ever-increasing barrage of content and what the future holds for marketers, offering the three necessary pieces for orchestrating successful digital marketing in science and healthcare.

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VIDEOS

Women’s Health Now: COVID Spotlight

Join leaders of Prima-Temp, MamaMend, MfB Fertility and iBirth for an important discussion on the future of women’s health during a pandemic.

Effective Pharma + Healthcare Marketing Through Storytelling That Leads To Action

With new leadership, PacBio set out to transform its brand and connect with the genomics community on a deeper level. Watch the video to see how insights into audience psychology guided their new brand promise.

Game, Changed: The Strategy behind PacBio’s Growth Transformation

With new leadership, PacBio set out to transform its brand and connect with the genomics community on a deeper level. Watch the video to see how insights into audience psychology guided their new brand promise.

A Brief Introduction to Catalytic Results

LINUS Founder Hamid Ghanadan breaks down a different human pattern, and shows viewers exactly how to use these insights to become a more effective communicator.

Human Behavior Series

Explore the science of human behavior and the patterns that drive change. For over two decades, we’ve studied how to inspire behavior shifts in science, medicine, and engineering audiences—moving beyond data to spark real transformation.

Immediate Opportunities in Tools and Diagnostics: A conversation with LINUS and DeciBio

Join LINUS CEO Hamid Ghanadan and DeciBio Partner Stephane Budel for a live conversation where we’ll share market insights and answer your questions about the state of the industry.

Home is the Center of Health

LINUS President Kristin Apple and CEO Hamid Ghanadan discuss insights and data from our study and the foundation of how to evolve for the future of health at home.

Biopharma’s AI integration strategy: What’s the real plan?

Learn more about how LINUS + UserCue work together to collect and analyze research data, as well as the impact these particular findings will have on the pharma industry and the technologies developers who support these organizations.

State of Science: What Scientists Want and Predict for 2024

In our semi-annual State of Science survey, we look into how scientists around the globe continue to adapt their priorities, productivity, and mindset, and how that may affect the life science industry.
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VIDEOS

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© 2025 The Linus Group, Inc. All Rights Reserved

The State of Science in the second half of 2025 Report is out. Buy the report now.

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