As the healthcare advertising sector continues to evolve post-pandemic, recruitment trends are shifting to meet the growing demands of clients, the pace of scientific innovation, and evolving employee expectations. This report explores key hiring trends affecting London-based healthcare advertising agencies in 2025.
Rise in Hybrid and Flexible Work Models
The hybrid work model is now the standard across most healthcare advertising agencies in London. Flexible arrangements have become a critical factor in talent attraction and retention. Candidates are prioritising roles that offer autonomy over schedules and work-from-home options. Agencies that resist flexibility are finding it harder to secure top-tier talent.
Key Insight: Roles with hybrid options see 40% more qualified applicants on average.
Increased Demand for Multidisciplinary Talent
There is a growing appetite for professionals who blend creative, strategic, and scientific expertise. Especially in roles like Medical Copywriters and Scientific Strategists, agencies seek individuals who can interpret complex clinical data and translate it into compelling, compliant narratives for both HCP and patient audiences.
Emerging Profiles:
Key Insight: Strong freelance networks are essential. Quick turnaround placements are becoming a key differentiator.
Talent Shortage at the Mid-Senior Level
There is a noticeable gap in available talent at the Account Director and Senior Copywriter level. With many professionals having left the industry or moved client-side during the pandemic, agencies are now facing challenges filling critical leadership roles that require both hands-on delivery and strategic oversight.
Key Insight: Investment in internal talent development and more aggressive counter-offer strategies are being employed.
Emphasis on Employer Branding and Culture
Beyond salary, candidates are placing more weight on company culture, diversity and inclusion, and professional development opportunities. Agencies with strong employer branding and authentic messaging around their workplace culture are seeing higher candidate engagement.
Top Candidate Priorities:
While London remains the central hub for healthcare advertising in the UK, agencies based outside the capital—in regions such as the North West, Midlands, South West, and Scotland—face distinct recruitment challenges and opportunities. This report outlines hiring trends shaping the regional healthcare advertising landscape in 2025.
Smaller Talent Pools, Stronger Competition
Regional agencies are contending with a narrower local candidate base, especially for specialist roles like Medical Writers, Scientific Strategists, and experienced Account Directors. As a result, competition for high-calibre talent is intense, and candidate relocation has become less viable post-pandemic.
Key Insight: 65% of candidates are unwilling to relocate for agency roles unless hybrid or remote options are available.
Growth in Remote and Fully Distributed Teams
To overcome geographical limitations, many regional agencies have embraced fully remote working models or are building distributed teams across the UK. This shift allows them to tap into talent nationwide, often competing more directly with London-based agencies.
Key Insight: A Bristol-based agency increased their qualified applicant rate by 50% after advertising a fully remote Scientific Director role.
Greater Emphasis on Employer Value Proposition (EVP)
With limited name recognition compared to London agencies, regional firms are investing more in communicating their EVP. Candidates are drawn to smaller agencies that offer closer client relationships, quicker career progression, and stronger work-life balance.
Top Differentiators:
Key Insight: Strategic partnerships with local universities and science departments are on the rise.
Continued Pressure on Salaries and Flexibility
Although cost of living is generally lower outside London, candidates still expect competitive salaries—especially if they’re also being courted by remote-friendly London agencies. Flexible working is now seen as a minimum requirement rather than a perk.
Key Insight: Regional agencies must benchmark salaries nationally, not just locally, to remain competitive.
To stay competitive in 2025, healthcare advertising agencies must adopt flexible, inclusive, and future-focused hiring strategies. Success in hiring will depend on flexibility, investment in employer branding, and creative approaches to talent development.
As we settle into a more measured, value-driven hiring environment, the challenge for HR and hiring managers is to lead with clarity, agility, and empathy. That means resetting expectations both internally and externally whilst still competing for the high-impact talent that will drive the next wave of innovation. Specialist recruiters play a key role in accessing passive candidates, supporting relocation strategies, and building remote-capable teams that can compete on a national scale.
Our team is ready to provide insights into how Carrot Recruitment can support your talent acquisition strategy and enhance your hiring processes. Whether you need immediate assistance with filling a position or are planning for future recruitment needs, we are here to offer expert guidance and tailored solutions. By connecting with us, you take the first step towards building a more efficient and effective workforce in the competitive life sciences industry.
Get in touch with Lucy, our senior consultant in Healthcare Advertising, to discuss how we can support your hiring objectives. +44 01625 541 040 | lucy@carrotrecruitment.com