Digital Health Index 2025 – 8 industries, 1 source of consumer truth

In today’s digital-first world, data is more than just a tool; it’s a compass.
The Digital Health Index (DHI) is redefining how brands understand and respond to consumer behavior. By analyzing millions of interactions across platforms, DHI reveals the emotional, cultural, and seasonal signals that drive engagement. 

Between January and August 2025, eight industries in Romania – retail, carbonated soft drinks (CSD), pharma, telecom, clinics, do-it-yourself (DIY), finance, and auto – showed us what it means to be digitally healthy.

Let’s dive into the trends that are shaping the future of brand communication.

Auto: speed, emotion, and local passion

BMW is leading the digital auto race, with millions of views and hashtags like #bmwromania and #m5 dominating attention. TikTok is the top platform, outperforming Facebook and Instagram.

Performance models (BMW M series, Mercedes AMG) are crowd favorites, while local car culture and relatable stories (e.g., “an Audi flashed me”) drive virality. Content around second-hand cars and financing options is also performing well. July, March, and June saw strong spikes, meaning that seasonality plays a role.

DIY: from tools to TikTok moments

DIY brands are building more than homes – they’re building communities. Leroy Merlin’s viral garden transformations and Dedeman’s relatable humor (like the “husband in Dedeman” meme) are shaping engagement.

Seasonal content around summer cooling and outdoor furniture drives clicks, while user-generated content and brand-led storytelling thrive. Facebook remains the top platform, and influencers have minimal impact – authenticity wins.

Retail: creativity, convenience, and cultural connection

Retail brands are thriving by embracing platform-native creativity. TikTok formats like #fyp, humor, and challenges are pulling in massive audiences. Price sensitivity remains high, with flash sales and urgency-based messaging driving conversions.

Campaigns that entertain – mascots, theatrical challenges, and humor – are going viral, while emotional storytelling around family moments and brand anniversaries builds long-term loyalty. Convenience is key, with app-based shopping and fast delivery reshaping habits. Gamification through loyalty wheels and digital raffles boosts retention, and local pride campaigns celebrating Romanian traditions are building authenticity.

CSD: fun, flavor, and future thinking

In the carbonated soft drinks space, TikTok is the main stage. Short, playful videos and gamified challenges like Pepsi’s “find the mini Pepsi” are racking up millions of views. Cross-category partnerships with food and lifestyle brands are proving that CSDs are part of culture, not just beverages.

Storytelling that taps into travel, nightlife, and humor adds emotional depth, while Romanian slang and multilingual content increase memorability. Sustainability and innovation are emerging themes, with “eco-friendly” and “future” references gaining traction.

Pharma: education meets emotion

Pharma brands are moving beyond traditional messaging. Viral content around skincare routines and seasonal health tips is proving that pharma can be both helpful and shareable. Educational posts (simple tips and myth-busting) drive engagement, especially when tied to seasonal relevance (SPF in summer, hair loss in spring).

Legacy messaging and community focus (e.g. Catena) build trust, while lifestyle-driven content around family care deepens brand affinity. TikTok delivers high-impact views, while Facebook remains a volume driver. The winning formula? Education + emotion + relevance.

Clinics: trust through empathy and expertise

Healthcare marketing is evolving fast. Clinics like Sanador are leading with emotional patient stories, while MedLife positions itself as a knowledge hub through educational content. Influencer partnerships amplify reach, and Regina Maria’s focus on family and lifestyle resonates deeply.

Preventive health topics (hormonal changes, stress, obesity) are gaining traction. Campaigns addressing societal needs (e.g., #TestatEHot) show that social relevance matters. TikTok and YouTube outperform static posts, and consistent cross-platform messaging builds trust.

Telecom: storytelling wins over specs

Telecom brands are dialing up engagement through distinct storytelling strategies. Orange leads with sports partnerships, DIGI focuses on practical benefits, Telekom taps into travel needs, and Vodafone connects through entertainment and festivals.

Credibility signals like “best mobile network” awards reinforce trust, while seasonal themes like holidays and summer activities drive visibility. Emotional storytelling consistently outperforms technical content, proving that connection goes beyond connectivity.

Finance: lifestyle-driven banking

Romanian banks are proving that finance can be fun. BCR, ING, and Banca Transilvania are tapping into music festivals and pop culture to connect with younger audiences. Product launches like special edition cards link banking to lifestyle moments.

Salt Bank’s emotionally driven campaigns and influencer codes show that digital-first doesn’t mean impersonal. Raiffeisen balances credibility with modernity, and CEC Bank leans into national identity. Posts about “credit” and “app” perform well, and sustainability is gaining ground. July was the peak month for engagement – timing matters.

Digital health is a mindset

The Digital Health Index doesn’t just measure performance; it reveals the emotional and cultural heartbeat of digital engagement. Across industries, the winning strategies are clear: storytelling, relevance, and authenticity. Whether it’s a skincare tip, a viral challenge, or a heartfelt patient story, the brands that listen, adapt, and connect are the ones thriving.

In 2025, digital health is more than a metric; it’s a mindset. And the brands that embrace it are shaping the future of marketing.

Photo header @Pexels