Explore every episode of the podcast The MM+M Podcast

MM+M stands for “Medical, Marketing and Media,” representing the primary pillars of our coverage. But maybe there’s room for a fourth pillar, or at least a tweak to the first one: “Medical Affairs.”

Today’s episode is going to delve into medical affairs, which have risen in prominence over the past decade to become a key function for drugmakers and their agency partners. As today’s guests will discuss in greater detail, medical affairs is at the center of the venn diagram between R&D and commercial teams

I’m pleased to be joined by Renu Juneja, ADPAL president and former medical affairs lead at Johnson & Johnson, as well as my fellow Haymarket Media colleague Tammy Chernin, SVP of strategic and scientific services at PRI Healthcare Solutions.

These two walk us through where medical affairs stands in 2026, why pharma companies are increasingly prioritizing it for their business and where there is room for improvement as its profile continues to ascend.

As for Trends, I’ll be joined by editor-at-large Steve Madden and reporter Bella Czajkowski to talk about Breast Cancer Awareness Month, including newly launched initiatives, reupped ad campaigns as well as the evolving narrative around cancer care.

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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The biggest night in medical marketing returns on Thursday.

The 2026 MM+M Awards will take place at Cipriani Wall Street on October 1, and honestly, it will probably be the biggest night in the 60-year history of MM+M when it’s all said and done.

We’re set to bestow honors for the top ad campaigns and educational initiatives, for the lead agencies by category as well as for a pair of leaders who have spent decades of their respective careers pushing medical marketing forward.

The centerpiece of the night will also be remarks delivered by Platinum Award honoree Gabrielle Union, a partner of Bayer, Knix and Clearblue alongside her out-loud advocacy about living with adenomyosis, menopausal, perimenopausal and mental health challenges. 

There’s so much exciting stuff in the works and executive editor Jack O’Brien is joined by this week’s guest, 2026 MM+M Awards jury chair Jen Clifford of AstraZeneca. 

Jen is here not only to preview our big night of glitz and glam, but also to discuss overseeing the judging process for the awards and offer best practices for how to most effectively nominate work for the 2027 MM+M Awards. 

Following that conversation, I’m joined by pharma editor Lecia Bushak and reporter Bella Czajkowski to talk about the throughline from a few pharma ads of the post-Untitled Letter era, featuring appearances by Ardelyx, Johnson & Johnson, AstraZeneca and Eli Lilly. 

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

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Authenticity has become one of the most overused words in marketing, and audiences are increasingly tuning out brands that rely on generic claims to earn trust. In this episode, we explore how healthcare organizations can work with patient, consumer and HCP creators to build influence through credible, compliant storytelling while avoiding common missteps that can undermine engagement and trust.

Speakers:

• Marcie Doser, head of influencer marketing, Syneos Health
• Kathy Moriarty, VP, behavioral strategy, Syneos Health Communications
• Moderator: Jameson Fleming, editorial director, MM+M 

 

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

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Consumers can name the active ingredients in their skincare routines, explain which ones shouldn’t be mixed and define hyaluronic acid. But how well do they understand the healthcare products they use?

In this episode of the MM+M Podcast, reporter Bella Czajkowski talks with Marissa Saretsky, chief sustainability officer at Opella, about health literacy, self-care and sustainability for both the planet and everyday health.

Later, Bella speaks with Justin Kovarsy, the lead creative behind the latest installment of The Disposables, a project addressing healthcare providers’ mental health. The new work tells the story of a physician who says the project helped her through a suicidal crisis.

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

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Brand awareness has long served as a measure of marketing success. But as AI increasingly shapes how people discover, understand and evaluate healthcare brands, awareness no longer tells the full story. In this episode, industry leaders from Syneos Health, Joe Daley and Matthew Snodgrass, introduce a new definition of success centered on the “framing gap” — the distance between how a brand defines itself and how AI describes it. They examine why visibility does not always translate into recommendation, how AI determines which sources and narratives to trust, and why strong brand foundations matter more than ever. The conversation offers a practical approach to building clear, consistent brand meaning that AI can accurately retrieve, reinforce and share at scale.

 

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

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Pharma marketers have spent years using data to optimize individual campaign performance. But what happens when that data starts making your entire marketing system smarter? In this conversation with OptimizeRx chief AI officer and podcast host Mike Rousselle, we explore how behavioral and clinical signals can power a continuous learning loop — predicting opportunities, informing activation, measuring what happens next and feeding those outcomes back into the system. The result is marketing that doesn’t start from scratch with every campaign, but gets more intelligent with every turn of the flywheel.

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

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Sickle cell disease has long been a frustrating medical condition impacting a historically overlooked patient population, but now there is something of a medical miracle treatment available.

If only it were that simple.

An estimated 100,000 Americans live with sickle cell disease, which disproportionately affects people of African descent. Roughly one in every 365 Black births in the U.S. is affected.

In recognition of National Sickle Cell Awareness Month, Dr. Alana Arnold, a pediatric emergency physician and healthcare executive, and Akinwole Garrett, CEO of BlackDoctor, are on the podcast to discuss the systemic changes needed to improve patient outcomes.

Editor-at-large Steve Madden helms a dual interview exploring the latest advancements in sickle cell disease treatment – namely the breakthrough CRISPR therapy Casgevy – as well as what has kept a medical miracle trapped behind systemic barriers.

Arnold and Garrett hone in on the challenges of healthcare disparities and the systemic changes needed to improve outcomes in this particular patient community.

For Trends, Madden and executive editor Jack O’Brien talk with reporter Bella Czajkowski about Novo Nordisk’s rebrand to “Novo” and how the Danish pharma giant can make the most of this moment for a cultural reset. 

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

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The NFL season has kicked off, renewing focus on America’s most popular sport. 

While millions of people are eagerly tuning into the action on the gridiron, Johnson & Johnson is trying to focus some of that energy on people living with anxiety and depression. 

In May, the pharma giant launched Generation Fine, an initiative to normalize conversations regarding mental health, with a specific emphasis on major depressive disorder.  

If there’s no crying in baseball, there’s even less in football – a sport defined by grit, toughness, never showing weakness and battling through constant, agonizing pain. 

That’s why J&J drafted Kyle Long, former NFL star and CBS Sports analyst, to dispel these longstanding misconceptions and encourage patients to get the behavioral care they need.

Long, who has been public with his lifelong battles with anxiety and depression for more than a decade, joins executive editor Jack O’Brien for a special episode of the podcast to discuss his own patient journey, how he got involved in Generation Fine and what health brands to continue to improve the dialogue around mental health in America. 
 

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

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September 9, 2025 will go down as one of the most impactful days in the history of medical marketing. 

After months of saber rattling, the Trump administration announced that the FDA would crack down on DTC pharma ads on linear TV and social media.

Yet September 9, 2025 wasn’t the apocalypse for medical marketing.

Sure, there were days that turned into weeks of general unease and worry across the industry, but this is a resilient bunch. 

By the time we started conducting interviews with medical marketing shops for the 2026 Agency 100, most had gotten a handle on the situation and were baking in these challenges to their media plans and broader business strategies. 

Following editor-at-large Steve Madden’s feature interview with industry veteran Ritesh Patel, we’re looking back on the past 365 days. 

To mark the one-year anniversary of the start of the FDA’s pharma ad crackdown, executive editor Jack O’Brien joined by reporter Bella Czajkowski and pharma editor Lecia Bushak to talk about how the heightened regulatory focus has impacted pharma brands and their agency partners. 

Lecia also recently caught up with 4A’s Health Executive Director Jim Potter about what has changed since the crackdown began and where things go from here for the medical marketing community. You’ll get to hear some of his insights during the course of our conversation on then, now and what comes next. 
 

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With the deadline fast approaching to submit for MM+M’s Best Places to Work program, we wanted to bring on a leader with experience fostering the best workplaces in healthcare.

That leader is Michele Ehler, the head of talent at UCB. This summer, UCB was recognized as one of Axios’ Top Workplaces in Atlanta. 

In this conversation, Ehler offers advice for healthcare companies and medical marketing agencies seeking to create the best workplaces.

Reminder: all Best Places to Work survey responses must be finalized and submitted by September 11 at 11:59 p.m. ET. No extensions will be granted.

MM+M will publish the full results of its Best Places to Work report in the November-December issue of the magazine.
 

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

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Heading into Labor Day weekend, we’ve got a jumbo-packed two-fer episode, with both conversations centering around the number four.

First up is an interview with CMI Media Group CEO and 2026 MM+M Woman of Distinction honoree Susan Dorfman as she previews the fourth edition of the CMI Agility conference in Philadelphia.

Held on Monday, September 14, Agility serves as the Agency 100 honoree’s opportunity to urge the healthcare industry to move beyond simply focusing on "patient journey" and embrace more human-centered care.

Susan is also joined by Mick Ebeling, founder of Not Impossible Labs, who is returning as a keynote speaker for the thought leadership summit. Ebeling is an out of the box thinker with a style that challenges many medical marketing conventions. 

I think you’ll really enjoy hearing from him in conjunction with Susan’s updates on the WPP subsidiary as it heads into the final quarter of 2026.

And in lieu of our Trends segment, we’re joined by Chris Fox, VP of marketing at Cleveland Diagnostics.

Chris is on to discuss the return of the company’s PSA on PSA campaign for Prostate Cancer Awareness Month, why it’s critical to keep dismantling long-held stigmas surrounding prostate cancer care and survivorship, as well as how much that Novartis Super Bowl ad helped advance the cause of PSA screening. 

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

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Digital advertising has reached a tipping point in healthcare, but the movement of dollars tells only part of the story. Join Emily Welker as she explores how changing audience behavior, AI and personalization are influencing the next generation of healthcare marketing. Drawing from the latest MM+M and Inmar Healthcare Marketers Trend Report, this conversation looks at how leading brands are creating more relevant experiences, making smarter marketing decisions and measuring success in more meaningful ways.

Evolution focus: A forward-looking discussion on how healthcare marketing is evolving as audience expectations, technology and measurement continue to change.

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Healthcare marketers are under increasing pressure to create more connected, personalized experiences across an increasingly complex healthcare ecosystem. Success requires more than strong communications, it depends on understanding the people influencing decisions at every stage of the patient journey.

In this episode, Greg Novello, managing director of Spherico, joins Jennifer Brunner, EVP and team lead at AnswerSuite, to explore how healthcare organizations can bridge the gap between insight and action. Using AnswerSuite's Office Champion research as a springboard, they discuss why the perspectives of office staff, providers, patients and caregivers are becoming critical inputs for smarter communications and engagement strategies.

Together, they examine how communications, customer insights, behavioral data and emerging technologies — including AI — are reshaping the way healthcare brands build trust, improve access and create meaningful connections.

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Science is, in a word, complicated.

Fortunately, there’s a drugmaker out there utilizing immersive audio and visual elements to break down some pretty heady concepts in a digestible, yet engaging way.

Earlier this month, Regeneron debuted Science Illuminated, which is now available on Spotify. 

The series is borne out of the work the New York-based drugmaker has undertaken across a range of therapies, with audio narration and scientific imagery produced by the company’s employees. 

Reporter Bella Czajkowski brings us a conversation with Regeneron's head of research communications Ella Campbell about Science Illuminated, including the drugmaker’s reasoning for producing the series, how it was developed and what the company learned from experimenting with new approaches to science communication.

For our Trends segment, executive editor Jack O’Brien is joined by Bella and pharma editor Lecia Bushak for thoughts about Rep. Alexandria Ocasio-Cortez’s decision to publicly document freezing her eggs, the backlash to it as well as how this is a watershed moment for discussions around fertility treatments in America.

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Few things in life carry as much vintage prestige as the presence of a real New York adman. 

That rarified air is typically reserved for the likes of a bottle of Johnnie Walker Blue, a 1957 Chevy or a Patek Philippe watch.

Ellis Verdi is a classic New York adman with more than a few dozen stories to tell. Ellis worked across various brands and ad agencies in the 1970s and 80s before founding his own firm, DeVito/Verdi, in the latter part of the decade.

Known for its at-times irreverent, at-times provocative creative output, DeVito/Verdi has endured as a New York-based institution throughout the years and even appeared on the MM+M Agency 100 list.

From a medical marketing standpoint, Ellis has worked with a number of prominent hospital and health system clients, which scratches my itch after having covered the provider sector earlier in my career.

Over nearly 40 years, DeVito/Verdi has worked with Mount Sinai, Lenox Hill Hospital, Mass General, UChicago Medicine, VCU Health, BayCare and MetroHealth in Cleveland.

Ellis also has tales from the halls of the White House after the agency pitched and won the right to provide ad support for former First Lady Hillary Clinton’s senate campaign in 2000. 

It’s our 60th anniversary year, so who better to have in the studio than an industry legend like Ellis for a longform, wide-ranging interview.

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

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Lola Offenback, MM+M’s editorial fellow, is finishing her second summer working with us. 

To quote Herman’s Hermits: “Second verse, same as the first.”

Lola has once again exceeded our expectations with her versatility and resourcefulness as a reporter. She returned to MM+M just before Cannes and helped us manage the wave of news coming out of the French Riviera.

From there, she took on deeper reporting assignments exploring women’s health trends, medical marketing internship programs and allergy-focused ad campaigns. 

She also got to cover some in-person activations around New York and hosted a two-part episode of the podcast about health brands advertising during the FIFA World Cup ahead of the final match.

We’re thrilled to have one more sit-down conversation with Lola to discuss how the eight-week internship went, what she made of her second year covering the medical marketing industry and what comes next for her career.

For our Trends segment, we’re talking about the proposed changes to the vaccine schedule and the policy messaging from Trump administration health officials that is untethered from the medical establishment. 

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Matthew Zachary doesn’t need any help to have his voice heard – but we’re giving him our platform anyway.

As one of the most prominent cancer patient advocates in the country, Matthew has been at this for a long time, 30 years to be exact. 

He was diagnosed with brain cancer in college and survived, kicking off a lifelong career in healthcare advocacy.

If you follow Matthew online, you know he is a prolific poster, particularly on LinkedIn. Additionally, he hosts the Out of Patients podcast and also has a new book out titled We The Patients. 

As you’d expect, he has plenty of thoughts on where healthcare organizations and their leadership teams can step up to help improve patient outcomes. We wanted to bottle that up in a rousing episode of the MM+M Podcast. 

This week, Matthew sits down for an in-person interview with reporter Bella Czajkowski about his continually relentless advocacy work, the access issues plaguing the nation’s fragmented healthcare system as well as his piano recital/book launch event at Merkin Hall. 

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

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Executive editor Jack O’Brien first met Wendy Lund, an honoree from our Pinnacle Awards and Women of Distinction program, in September of 2022.

Lund had just left her position as CEO of Agency 100 honoree GCI Health to serve as chief client officer for health and wellness at WPP.

Now in her new post as CEO of Stagwell-owned agency Allison, Lund joins this week’s podcast for an in-person interview with reporter Bella Czajkowski.

Lund dives into a recent HarrisX–Allison Worldwide study on how GLP-1s are reshaping attitudes toward weight loss and care. 

The report was released late last month and chief among its numerous findings was the observation that GLP-1s have moved firmly into the mainstream, though the public conversation around them remains split between medical breakthrough and moral judgment.

As Wendy told Bella, “culture is shaping health, but health is also shaping culture.”

And for our Trends segment, O’Brien and Czajkowski are joined by editor-at-large Steve Madden for a conversation on all that went down during the FDA’s recent two-day advisory panel focused on peptides. 

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Super Bowl-winning quarterback and 2026 Pro Football Hall of Fame inductee Drew Brees talks about participating in an awareness campaign to promote ARS Pharmaceuticals’ emergency allergy spray, Neffy. 

SHOW DESCRIPTION LONG
Drew Brees can add pharma brand spokesperson to his already impressive résumé.

This week’s episode features executive editor Jack O’Brien in conversation with the Super Bowl-winning quarterback and 2026 Pro Football Hall of Fame inductee. 

Brees talks about how he got involved with ARS Pharmaceuticals on its Neffy awareness campaign, his own journey as an allergy patient, how this medical marketing work compares to other ad campaigns he’s participated in (such as that Pepsi commercial featuring One Direction) and even indulges in a little football talk.

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Thirtieth birthdays are among the most reflective celebrations that we have.

Born out of one of the largest corporate mergers in history, Novartis was founded in 1996 and celebrated its 30th anniversary this year.

As such, the Swiss pharma giant is reflecting on its corporate branding down to the color palette as it eyes a future where its R&D operations lead to new drugs on the market targeting a host of disease states and medical conditions.

In order to articulate its mission and underscore how it has evolved from a marketing perspective, Novartis is taking a look back before it sets its eyes on the future.

This week’s episode features reporter Bella Czajkowski in conversation with Novartis’ chief corporate affairs officer Michelle Weese. The pair discuss the history of Novartis, how it is recognizing its 30 years in business and what we can expect from the drugmaker as it relates to marketing in the months and years ahead.

And for our Trends segment, executive editor Jack O’Brien is joined by editor-at-large Steve Madden and pharma editor Lecia Bushak to talk through the FDA’s proposed de facto pharma ad ban now that the dust has settled — at least a little bit. 

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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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Point of care (POC) has evolved from waiting-room pamphlets into one of pharma media’s most powerful opportunities: a trusted, measurable channel that connects brands with patients, caregivers and providers when health decisions are made.

In this episode, Health Monitor CEO David Paragamian and MM+M editor-at-large Steve Madden explore what modern POC can do today, from omnichannel strategy and NPI-level targeting to the context, trust and data that drive real outcomes. For brand teams and media planners rethinking where POC belongs in the campaign mix, this conversation makes the case for putting it closer to the center.

 

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Welcome to the MM+M Podcast, or as we call it this week, “the Cannes Lions winners circle.”

We now know which medical marketing work took home the bronze, silver and gold Lions in the Pharma, Health and Wellness, and Lions Health Grand Prix for Good. 

We also know who took home the Healthcare Network and Agency of the Year honors. Spoiler alert, it was the same Toronto-based firm.

We have thoughts on all of the results and themes emerging from Cannes, so here’s how the show is going to run.

First, you’ll hear from editorial director Jameson Fleming and editor-at-large Steve Madden from on the ground in Cannes. 

They’ve got a pair of quick hits about how medical marketing continues to grow in the broader adland environment, where there is still room for improvement in terms of boundary-pushing creative and the business reasons for why you absolutely need to be in France for the festival next year.

Then, executive editor Jack O’Brien is joined by pharma editor Lecia Bushak, reporter Bella Czajkowski and our returning summer intern Lola Offenback to discuss all of the honorees – including what stood out among the work and what surprised us. 

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Most launches in crisis don't announce themselves. There are little signs like reopened decisions, leaders in the weeds and momentum that starts to fade. In this episode, we break down a new trend in product launches and what to do if you're already in the thick of it. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Commercialization is becoming increasingly connected, complex and accountable. In this MM+M Agency 100 conversation, BGBx CEO David Coman discusses what has changed, where organizations struggle and why success increasingly depends on connecting strategy, evidence, access, analytics and execution. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

As healthcare brands navigate increasing uncertainty, from rapid AI adoption to shifting market dynamics and evolving patient expectations, traditional planning models are being put to the test.

In this MM+M x Syneos Health Communications podcast, Carolyn Stephenson and Carrie Mazza explore the need for a more adaptive, scenario-based approach to strategy. Grounded in the momentum behind Scenario Lab, they unpack why static planning is no longer sufficient and how leading organizations can better prepare for what’s next.

The conversation moves beyond theory to real-world application, examining how brands can pressure-test assumptions, anticipate disruption and make more confident decisions in a constantly changing environment. With a practical lens, Stephenson and Mazzaoffer insights for marketers looking to move from reactive to proactive turning uncertainty into a strategic advantage.

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It’s not easy to talk about cancer.

After all, cancer is a broad, yet deeply personal disease state. There are common cancers, rare cancers, cancers with preventative treatment options and challenging cancers that are usually terminal. 

Nearly every medical marketing agency has to message around this incredibly complicated, sensitive health topic – for some it’s even their sole focus. 

Across MM+M’s digital, print and audio arms, we tend to cover a lot of cancer awareness campaigns and major scientific developments in the oncology space.

The attention paid to cancer now extends well past the awareness months dedicated to the various subsets of the disease. 

Our pharma editor Lecia Bushak just returned from ASCO, where thousands converged to discuss the future of cancer and how we should communicate about it.

Cancer is the subject of countless decades of research by some of the leading academic institutions around the world as well as the subject of acute anxiety experienced by patients and their caregivers. 

With that in mind, Avalere Health CEO Amar Urhekar returns to the show alongside chief creative officer TJ Cimfel to discuss the Within Reach project.

Launched shortly before ASCO, Within Reach isn’t a campaign from the Agency 100 honoree.

As the two Avalere Health leaders explain, Within Reach is a multimedia anthology that supports patients and caregivers with real-life stories and clinical insights to better understand and navigate all aspects of cancer care. 

And in lieu of the Trends segment, our reporter Bella Czajkowski brings us a conversation with ViiV Healthcare about its latest PrEP campaign during Pride Month. 
 

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The oncology landscape is shifting fast toward APPs being the standard of care due to a growing doctor shortage and nearly 30% of oncologists nearing retirement. Community oncology has emerged as a critical and often underleveraged setting where much of that change is playing out. This session gives marketers a closer look at those trends, the unique dynamics of community oncology and actionable takeaways for reaching today's care team more effectively.

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ASCO is the top scientific and clinical data conference in oncology, but it has also increasingly become an important strategic and commercial inflection point for the entire pharma industry. In this podcast episode, recorded live at ASCO 2026, Inizio Medical chief client officer Nancy Sladicka, Ph.D., and Inizio Evoke chief medical officer Matthew Hoelzle, Ph.D., break down the biggest marketing and strategic trends happening at the conference — including the increasing investment in medical affairs at pharma booths, how the conference has changed over the years and the ways marketers can boost their delegate interactions and experiences in the congress setting. They also discuss the need for clarity in data presentations and how marketers can employ AI to improve engagement and data analysis. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Most oncology stories fail because the core of the value story gets interpreted differently across stakeholders. This episode breaks down how to build and communicate an aligned innovation and value narrative that moves from scientific discovery to clinical conversations, payer decisions, and patient realities without losing credibility. It is designed for teams who live in the data and need a value story that holds up in the market, from guideline and pathway discussions to payer review and day-to-day care. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Much like planning a wedding, the MM+M Agency 100 is an exercise in “hurry up and wait.” 

This project is the result of a long, time-consuming process that requires steadfast dedication and commitment from everyone here at MM+M in order to see it through to the end. 

Then, that special day arrives. 

After months and months of tireless work on all things big and small, everything comes together into a blur of frenzied celebration and, equally as important, pure elation. 

The 2026 MM+M Agency 100 is here and we’re going to dig into the medical marketing firms we’ve been interviewing, writing and reporting on over the past five months. 

In lieu of Trends, you’ll hear some takeouts from our Women of Distinction ceremony that took place last week in New York. 

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An engaging scientific narrative supported by strong preclinical, clinical and real-world evidence must be clearly communicated to all audiences to establish the value proposition. It starts with a deep understanding of the patient journey and unmet needs, insights into the outcomes that are meaningful, an integrated evidence generation plan and ongoing assessment of communications effectiveness. New evidence has to be generated to fill any gaps in the value proposition to ensure consistent message flow. Optichannel approaches must engage audiences long enough to precipitate a change in perception and subsequent behavioral modification. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Red Nucleus returns to the MM+M Agency 100 conversation with a perspective shaped by evolution across the healthcare lifecycle. In this discussion, leaders explore the convergence of medical communications, market access and advisory, and what it means to operate as a modern “Consultagency.” From a practical approach to AI to the growing gap between information and usability, the episode offers a look at how agencies must adapt to drive real impact. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this conversation, Stephanie Trunzo, CEO, Merge, and Pat McGloin, managing director of health, Merge, talk with MM+M about the future of AI, healthcare marketing and delivering Whole Human experiences. The discussion explores how Merge is embedding AI into its foundation to create more contextual, emotionally intelligent and consumer-centered brand experiences. From the Humanity Suite and AIgency model to the evolving role of empathy, creativity and systems of intelligence, the discussion highlights how Merge is helping health and wellness brands navigate an AI-driven paradigm shift while staying deeply human. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Today we’re joined by Mark Maricich, CEO of Maricich, and David Maricich, president and chief creative officer, as the agency celebrates 40 years in business. We’ll discuss the evolution of healthcare and pharma marketing, the growing importance of multicultural engagement, lessons learned over four decades and what’s next for healthcare brands navigating an increasingly complex and diverse marketplace. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Most healthcare digital experiences are designed for a patient who doesn’t exist and a promise they can’t deliver. Lauren DeGeorge, chief client officer at Huge, joins MM+M reporter Bella Czajkowski to discuss what patients actually expect from digital health — and why the gap between expectation and reality keeps growing. From AI-powered patient journey simulation to the lessons consumer digital experience holds for health systems, DeGeorge makes the case that the industry's next leap is building for the patients in front of you, not the ones in your personas deck. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

As privacy regulations tighten across the healthcare sector, traditional touch-based tracking models are distorting the true impact of cross-channel marketing campaigns. In this episode, we explore how advanced Marketing Mix Modeling (MMM) and privacy-first identity tracking can reveal your actual marketing channel performance without sacrificing compliance. Learn how to transition from platform vanity metrics to mathematically verified, incremental business growth. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Patients are playing a more active role in healthcare decisions as part of a shifting ecosystem that includes HCPs, payers, employers, advocacy groups and industry. This episode explores how lived experience is shaping influence, trust and the patient value equation (outcomes, access, affordability and experience), and what pharma and biotech teams can do to partner responsibly while creating measurable value.

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Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Quita Highsmith is the VP of population health at Genentech, but more importantly, she’s a friend of The MM+M Podcast.

In her third appearance on the show, she discusses Genentech’s All Eyes on DME campaign featuring comedian Damon Wayans.

Launched this spring, All Eyes on DME is the drugmaker’s pop culture-focused way to talk about a condition in diabetic macular edema that is both often overlooked and disproportionately impacts patients of color. 

Additionally, Highsmith reflects on her decades working in healthcare and why the work doesn’t stop for her or Genentech. 

And for our Trends segment, we’re talking with our editor-at-large Steve Madden about his time in Las Vegas covering the Enhanced Games and what it means for medical marketers.

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Biopharma leaders are being asked to move faster, do more and compete in an AI-transformed world. The old agency model, building moats around capability and renting it back to clients, is cracking under that pressure. In this podcast, Woven Health Collective argues that the best agency partners in 2026 help build client capability, not dependency. They make the case for where real agency value lives now: deep scientific acumen, strategic judgment, flawless execution and the stewardship that keeps client capability current. A direct conversation for brand, medical and commercial leaders rethinking what they buy, what they build and what they demand from their partners.

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ASCO is the preeminent cancer conference, bringing every oncology stakeholder to Chicago for a weekend of breakthrough presentations, pertinent health discussions and a bevy of brand activations.

Additionally, MM+M will be on the ground there, represented by pharma editor Lecia Bushak.

Ahead of ASCO, Lecia chatted with Illinois CancerCare’s Kimberly Ku, MD.

A triple board-certified physician, Ku recently partnered with Cancer Therapy Advisor, a fellow Haymarket Media brand, to distribute her podcast, Val-You Based Care. 

Now, she’s joining our podcast for a preview of ASCO as well as to offer insights on how pharma brands can better message to HCPs and patients about cancer care.

After that, I’m shipping up to Boston for the Veeva Commercial Summit, so you’ll hear from the rest of the team during Trends, where they’ll discuss some of the most interesting trends they’ve observed through their reporting for Agency 100.

 

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Before the full datasets arrive, the signals are already there for those who know how to read them. Ben Murray, associate medical director at BGB Group, offers an expert preview of ASCO 2026, covering bispecifics, ADCs, earlier-stage treatment shifts and progress in historically difficult-to-treat tumors. Check us out at: mmm-online.com Follow us: YouTube: @MMM-online TikTok: @MMMnews Instagram: @MMMnewsonline Twitter/X: @MMMnews LinkedIn: MM+M To read more of the most timely, balanced and original reporting in medical marketing, subscribe here. Music: “Deep Reflection” by DP and Triple Scoop Music. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.