2026 is going to be an exciting year for the GLP-1 space – you know it and I know it.

Long dominated by the likes of Eli Lilly and Novo Nordisk, several other drugmakers are expected to challenge for market share. More drugmakers are coming in for a slice of that increasingly lucrative pie.

We can never get enough conversation around GLP-1s, which is why we’re capping 2025 with one more interview about this powerful class of drugs.

​Katie Chlada, managing director at M+C Saatchi North America, joins us as our final podcast guest of the year.

A self-described “GLP-1 evangelist” and “nerd,” Katie spoke with managing editor Jack O’Brien about what the future holds for these drugs, the access and affordability obstacles facing patients and how medical marketers can better communicate about these medications.

And for our Trends segment, we have an interview from our recent AI Deciphered conference with Ian Cohen, head of creative and content, global communications at Ford Motor Company.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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Millions of Americans know what it’s like to live with inflammatory skin conditions – including Stella McDermott, the daughter of actress and author Tori Spelling.

Earlier this fall, Tori spoke with People magazine about her own episodic eczema flare-ups in adulthood, how Stella has experienced bullying related to her chronic eczema and how the pair have become more confident while embarking on their respective skincare journeys.

By publicly sharing their patient stories, Tori and Stella have formed the bedrock of Arcutis Biotherapeutics’ recently-launched Free to Be Me skincare campaign.

The effort elevates their experiences while also drawing attention to how Arcutis’ Zoryve – a once-daily, nonsteroidal topical – offers patients with inflammatory skin conditions another effective treatment option.

This week, pharma editor Lecia Bushak speaks with Arcutis CEO Frank Watanabe about the drugmaker’s partnership with Spelling, how the effort aims to raise awareness of inflammatory skin conditions and what the drugmaker’s growth strategy looks like heading into 2026.

And for our Trends segment, we’re joined by editor-in-chief Jameson Fleming to discuss the medical marketing implications from Omnicom’s takeover of IPG.

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How do you measure a year?

Nearly one year after it was first announced, the Omnicom-IPG megamerger has finally closed.

We already know of some of the changes at the leadership level – namely the appointment of Dana Maiman as CEO of the new Omnicom Health.

Now shortly before that deal was announced late last year, another seismic event rattled the medical marketing status quo.

On December 4, 2024, UnitedHealthcare CEO Brian Thompson was shot and killed outside the New York Hilton Midtown.

His death and the subsequent arrest of Luigi Mangione – who was indicted of first-degree murder among a number of federal and state charges – caused an unprecedented, impassioned conversation about the high cost and limited access of healthcare in America.

On today’s episode, reporter Heerea Rikhraj interviews Dr. Sarah Matt, a surgeon turned health technology strategist, about the upcoming release of her new book – The Borderless Healthcare Revolution – as well as her thoughts on the evolving state of the health tech landscape.

Then for our Trends segment, we reflect on the one-year anniversary of the killing of the UnitedHealthcare CEO and how health brands have changed how they communicate and interact with the public.

Music: “Deep Reflection” by DP and Triple Scoop Music.

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Hosted by MM+M, this episode brings together Cathy Eschenbach, SVP, group account director of Genicos, powered by Syneos Health, and John Kirk, SVP, group creative director of Genicos, powered by Syneos Health, for a conversation about the agency’s new positioning and its rallying cry:“It’s GO Time.”

The discussion explores how Genicos helps small and midsize biopharma (SMID) companies bring breakthrough therapies to market — faster, smarter and with purpose. Eschenbach and Kirk unpack what “GO” means as an ethos, not just a tagline; why emerging biotechs are their ideal partners; and how Genicos blends scientific depth and creative firepower to accelerate launches and impact patient outcomes.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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Justin Thomas-Copeland is the CEO of the 4As, but key aspects of his career arc are defined by leadership assignments in the world of healthcare.

Before he ascended to the top spot at the ad industry’s leading trade association, Justin lived the best of both worlds in healthcare: working brandside and at an agency supporting pharma clients.

In the early 2010s, he served as chief digital officer, Europe for Novartis – developing the Swiss drugmaker’s first digital strategy.

From there, he rejoined the agency world as the managing director and global client lead for Team Novartis at Wunderman EMEA.

At the end of the decade, he served as global CEO of OPMG Health at Omnicom Precision Marketing Group.

MM+M editor-in-chief Jameson Fleming brings us an extended conversation with Justin about what his early experience as a health leader taught him about advertising and why thinks digital marketing can reimagine health brands.

And for our Trends segment, we’re talking about Secretary Kennedy’s admission that he personally directed the Centers for Disease Control and Prevention to change its guidance on the link between vaccines and autism.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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If you didn’t attend Haymarket Media’s second annual AI Deciphered conference last week in New York, I’ll be frank: you missed out.

The daylong event featured a bevy of programming designed to help agency executives and brand-side leaders understand the evolving impact of AI on the advertising industry across all sectors.

This week, pharma editor Lecia Bushak brings us a pair of interviews from the AI Deciphered conference.

First up is Chris Wiggins, chief data scientist at The New York Times and an associate professor in the Data Science Institute at Columbia University. Chris headlined the conference’s keynote discussion – How Data and AI Will Change Marcomms.

Additionally, Lecia had the chance to speak with Kelly Kavanagh, senior director of integrated marketing and media at Haleon, after she appeared on my panel – The New Path to a Healthy Reputation.

For Trends, managing editor Jack O’Brien and editor-at-large Steve Madden unpack medical marketing’s latest buzzword: “patient-centricity.”

Music: “Deep Reflection” by DP and Triple Scoop Music.

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AI and GLP-1s.

As a healthcare reporter, we often get asked: ‘What are the top industry trends that brand and agency leaders are most focused on?’

And that’s our response: AI and GLP-1s.

Luckily for you, this week’s episode provides a taste of both.

Our feature interview this week is an in-person conversation between managing editor Jack O’Brien and Curtis Sparrer, principal and co-founder of Bospar PR.

Curtis flew in from San Francisco to preview the MM+M tracks at Haymarket Media’s second annual AI Deciphered conference on Thursday.

(Please note, last minute tickets are still available!)

For Trends, pharma editor Lecia Bushak and editor-at-large Steve Madden get you up to speed on the week that was in GLP-1-land: from Pfizer muscling out Novo Nordisk for obesity drug developer Metsera, to the White House’s drug pricing deal with Novo and Eli Lilly.

Music: “Deep Reflection” by DP and Triple Scoop Music.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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