I’m proud to share that Medico Digital has been recognised as the No.1 small agency in the PM Live T40.

It’s a meaningful moment for the team and a good opportunity to reflect on a year that’s shaped where we are today and where we’re heading next.

A year of building with intent

2025 has been about strengthening the foundations of the business and backing our convictions with action.

We launched Medico Digital Australia to support healthcare organisations operating across regions and to build a genuinely global delivery model. The drivers behind that decision, and what we’re building next, are outlined in more detail here, but at its core it reflects a belief that patient behaviour, digital expectations, and operational challenges are converging across markets.

We also spent time deepening our understanding of how patients now make decisions. The journey is no longer linear, and traditional assumptions around search, trust, and conversion are quickly becoming outdated. Our work on the changing patient decision-making journey, alongside our perspective on AI-led discovery, reflects what we’re already seeing play out across healthcare brands.

On the performance side, we published our 2025 UK Healthcare Paid Search Benchmarks to give the market a clearer, evidence-based view of what strong execution looks like today. As budgets come under greater scrutiny, clarity matters.

Raising standards in healthcare digital

Healthcare demands a higher level of rigour and accountability.

This year we achieved ISO 27001 accreditation, reinforcing our commitment to data security and information governance. For organisations trusted with sensitive patient data, this isn’t optional.

We also became B Corp certified, formalising our responsibility to clients, patients, partners, and our own team. It provides a framework that keeps us honest as we grow and make decisions that have long-term impact.

Alongside this, we’ve continued to embed AI across our internal operations and client work, with a clear focus on usefulness rather than novelty. That thinking will come together in our upcoming AI Visibility Report, launching in the New Year, which looks at how healthcare brands are being surfaced, interpreted, and trusted in AI-driven environments.

Trust built through long-term partnerships

One of the most encouraging parts of the year has been the feedback we’ve received from clients. Consistently strong reviews and long-standing relationships tell us we’re delivering value in the moments that matter.

Healthcare marketing is complex, often high-pressure, and rarely straightforward. The best outcomes come from partnerships built on trust, transparency, and a shared understanding of the end goal. We’re fortunate to work with ambitious healthcare organisations who expect high standards and give us the space to do our best work.

Looking ahead to 2026

Recognition in the PM Live T40 is something we’re proud of, and it reflects the quality, focus, and commitment of the Medico team.

As we move into 2026, the environment will continue to evolve. AI-driven discovery, rising patient expectations, and increasing regulatory pressure are reshaping what good looks like in healthcare digital.

Our focus remains clear.

Create online healthcare experiences that are easier to navigate, easier to trust, and genuinely helpful.

Support providers in meeting patients where they already are.

Help more people access the right care with confidence.

Thank you to our team, our clients, and our partners for an exceptional year. We’re well positioned for what comes next.

Ollie Capel

Founder & Managing Director