Whether you call it soccer or football, people all around the world love the “beautiful game” – including health brands.

When the 2026 FIFA World Cup kicked off about a month ago across 16 locations in North America, there were 48 teams competing for the gold trophy.

But more importantly for our sake, there were also several major health brands marketing and advertising throughout the five week tournament, including provider organizations and drugmakers.

Bristol Myers Squibb launched its We Won’t Lose media campaign in mid-June and has served as an official supporter of New York New Jersey as a host city.

Similarly, its Big Pharma rival Sanofi served as an official supporter of Boston as a host city, while consumer health company Haleon served as the official consumer healthcare product partner of U.S. Soccer.

The World Cup has been the main attraction for weeks now, so as it comes to a dramatic close in the coming days, our summer intern Lola Offenback brings us a jumbo World Cup episode with back-to-back interviews.

First up is Opeyemi Oluwole-Sowore, chief marketing officer at Hackensack Meridian Health, who details how the New Jersey-based health system has served as an official supporter of New York New Jersey as a host city.

Then, you’ll hear from Cologuard’s marketing director Tara Cunningham about how the Exact Sciences brand produced its Halftime ad featuring U.S. women’s soccer stars Abby Wambach and Julie Foudy.

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At the end of last month, Klick Health nabbed a pair of major honors in Cannes: Healthcare Network and Agency of the Year.

This marks a capstone achievement for an agency already enacting plans to expand its reach and capabilities — such as acquiring fellow Agency 100 honoree Oxford PharmaGenesis.

It is indeed a long way to the top, but the view has never looked so good for Klick.

This week, executive editor Jack O’Brien is joined by Andrea Lillis, SVP and executive creative director of Klick Health, North America.

Lillis served on the Pharma Lions jury, so she offers an inside look at her work as a judge, details her time celebrating Klick’s big wins and outlines what comes next for the Toronto-based agency.

As for our Trends segment, we’re talking about the FDA’s recent decision to allow Zyn nicotine pouches to be marketed as less harmful to human health than cigarettes.

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The science on women’s health is still brand new.

Women have up to twice the rate of side effects from drugs compared to men, but were only federally required to be included in clinical research in 1993. On the policy front, there’s a 30% lower reimbursement rate for female patients. And only 8 to 10% of the NIH’s funding budget goes to women’s health research, despite women making up half of the population.

MM+M’s 2026 Women of Distinction keynote touched on all of these issues – the emerging science on women’s health, the disparities and gaps that still remain, and how this signals a massive opportunity for investment, drug innovation and marketers.

This week, we’re bringing the full audio of the keynote to you, featuring Jessica Federer, managing director of the Women’s Health Fund and former Bayer Chief Digital Officer, as well as Liz Powell, founder of G2G Consulting and Women’s Health Advocates. They delve into the ways healthcare and pharma marketers have a pivotal role to play in changing the statistics and paving a new road forward for women’s health.

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When you look across the vast, ever-expanding GLP-1 landscape, you see a handful of key players with different services offered.

One of them is Noom, which attempts to differentiate itself from other telehealth shops by billing itself as a “behavior-change company.”

Simply put, Noom takes a lifestyle-based approach to weight loss, delving into the habits of its users and reorienting them towards healthier routines for diet and exercise. Building off that foundation, Noom then got into the GLP-1 prescription business in 2023.

Armed with a subscription-based health app and a substantial ad spend for campaigns featuring celebrity spokesperson Rebel Wilson, Noom has raised nearly $660 million over 10 funding rounds since its founding in 2008.

Yet like Weight Watchers, the company’s pivot in the age of GLP-1s hasn’t been without bumps along the way.

Noom conducted mass layoffs in 2022 and 2025 amid a slowdown in its key business units. Still, the company is trudging forward.

This week, Noom CEO Geoff Cook returns to the show to chat with reporter Bella Czajkowski about the company’s plans for the future, how the GLP-1 treatment space needs to evolve and what their go-forward advertising strategy is.

For our Trends segment, we’re talking about a pair of recent Supreme Court rulings – the ‘skinny label’ case between Hikma and Amarin as well as Bayer’s Roundup decision – and what they mean for the healthcare industry.

Ahead of our feature interview, you’ll hear from editorial director Jameson Fleming, who is back from his weeklong trip to cover Cannes. He’s got a full rundown of what you need to know about how medical marketing’s top work was received over there.

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Healthcare organizations strive to elevate user experiences and drive business outcomes with the overarching goal of improving individual lives and the health of society as a whole. Hear from Deloitte Digital leaders, Mark Miller and Aaron Sidorov, as they dive into the future of marketing for health in an agentic world.

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Live from Cannes, we're talking about how measurement is evolving in healthcare marketing — from something brands investigate after the fact to something much more foundational to how decisions get made, campaigns get optimized and value gets created in real time.

Joining MM+M today are Justin Rosen, head of measurement product at IQVIA Digital, and Scott Ensign, chief strategy officer at Butler/Till, as both bring deep experience across healthcare media, data and strategy. Together, this conversation will explore what it really takes to measure effectively in a world where fragmentation is increasing, datasets are multiplying and marketers are under more pressure than ever to move quickly — and prove impact.

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Recorded live from Cannes Lions 2026, this MM+M x GSW podcast explores the ideas, innovations and cultural shifts shaping the future of health marketing. Jillian Brooks, SVP, group creative director at GSW LA, and Chris Ovdiyenko, SVP, experience director at GSW Columbus, unpack the biggest themes emerging from Cannes, from the growing influence of AI-powered creativity and immersive brand storytelling to the evolving expectations around trust, community and patient engagement.

As healthcare brands navigate a rapidly changing media and cultural landscape, the conversation focuses on what Cannes signals for the future of pharma marketing. Which creative trends have real staying power? How are brands balancing innovation with authenticity and compliance? And what lessons can health marketers take from the broader creative industry to build more human, connected experiences?

With a practical and candid lens, Brooks and Ovdiyenko translate the inspiration from Cannes into actionable insights for healthcare marketers looking to stay ahead of where creativity, technology and culture intersect.

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Digital marketing is the most flexible and efficient channel for engaging healthcare providers (HCPs) through non-personal promotion. Yet, many brands still base their digital execution on rigid targeting strategies rooted in personal promotion and expensive legacy vendors. To reduce costs and drive real-world outcomes, pharma marketers must seek scalable, AI-powered HCP marketing solutions with substantially better economics, as measured by cost-per KPIs, and ergonomics, as measured by alignment with brand value KPIs.

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