A real-world study on Novo Nordisk’s obesity drug showed patients had significantly reduced “food noise,” which are persistent, unwanted thoughts about eating. Novo surveyed 550 US adults taking Wegovy for weight loss for at least four months. Food brands are already adapting to the weight-loss trend by adding new products tailored to GLP-1 users and right-sizing portions. We detail this in our “Impact of Weight Loss Drugs 2025” report. But there are more opportunities for GLP-1 drugmakers and food companies to partner. We could see GLP-1 friendly grocery lists curated by nutrition experts and integrated into platforms like Instacart or Uber Eats, for example. Or collaborations with ready-made meal companies like Factor or Daily Harvest, which already offer GLP-1 options.
US healthcare workers don’t feel appreciated, and many are considering leaving their current place of employment, according to a recent Harris Poll survey. Some frontline healthcare workers will jump from one hospital or medical clinic to another, but others will leave the industry outright. Provider organizations must proactively invest in developing their employees by offering education and career advancement opportunities, and committing to workplace safety amid rising violence against healthcare workers.
Doctors started paying more attention to information and ads for new weight loss drugs months before they began prescribing them, according to research from ZoomRx. The study tracked obesity health-related web browsing and ad exposures for 279 healthcare providers on digital channels and 204 on TV and connected TV. Pharma companies need to find where doctors are searching or reading about Rx drugs and how their interest in a drug’s information is changing, even before the sales numbers are in. Track Reddit forums and physician social media channels like Sermo and Doximity to gauge behaviors and attitudes and shift marketing plans to meet them. Use sales reps and peer-led webinars to capture early interest—and keep refreshing that marketing with updated data and patient results as competing entrants begin to pull attention away.
Tylenol maker Kenvue is preparing for a government report that may link Tylenol to autism. The company must counter misleading claims by running targeted awareness campaigns. It can partner with influencer marketing agencies to feature women who used Tylenol during pregnancy and doctor-moms. Kenvue's messaging should highlight study data that confirms there is no proven link between Tylenol and autism.
AI is fundamentally changing how pharma and healthcare marketers can reach consumers. As top companies like Novo Nordisk and Genentech highlighted at CMI Media Groups “Hype to Hope to Health” conference, the focus is shifting from simply getting clicks to driving actual conversions. To succeed, marketers must embrace AI tools for smarter customer targeting and ensure content is original and well-structured. With organic search traffic declining, it's crucial to also invest in new channels like connected TV (CTV), which allows for personalized, data-driven messaging to an aging audience that is rapidly adopting streaming services.
Hims & Hers is expanding into a new men's health category by offering treatments for low testosterone. But it will need to navigate strict FDA oversight. The FDA has previously warned companies against exaggerated claims, stating that these treatments are only approved for men with low testosterone caused by specific medical conditions—not for general symptoms like fatigue from normal aging. Marketers must educate consumers on the FDA-approved status of their products, make it clear that a blood test will determine eligibility for a subscription, and avoid generalized messaging about the treatments' benefits for low energy or tiredness.
Oracle’s new AI portal, built on OpenAI’s technology, will let patients ask questions and get plain-language explanations about test results, diagnoses, and treatment options. Oracle understands patients are already using AI to interpret health records, so offering a safer, private way to do so is a smart move. Healthtech providers need to ensure AI tools for patients are highly accurate and offer clear guidance to users on how to use the tools, what the limits are, and when to seek human medical advice. Accuracy plus transparency is critical to building patient and provider trust.
The latest Apple Watch update will introduce a new feature that notifies users of potential high blood pressure, rather than providing continuous blood pressure readings. This strategic choice from Apple suggests that health wearables don't need to offer constant, highly technical readings to be useful. Smaller health wearable companies should take note: Doctors may not trust frequent wrist-based blood pressure data anyway. Instead of focusing on constant readings, the priority should be on developing features that provide meaningful, actionable insights for users and their doctors.
Novo Nordisk is cutting 9,000 jobs—11% of its workforce—as it aims to regain its lead in obesity drug sales against Eli Lilly and telehealth companies. The layoffs mark another shift for Novo in a turbulent year. CEO Mike Doustdar is only about a month into the role after the previous CEO stepped down amid plummeting stock prices and sales. Though Novo lost the GLP-1 market lead to Lilly, it can regain ground if its weight loss drug pill gains approval ahead of Lilly’s oral option and executes a strong launch. It should focus on reinvesting layoff savings into commercial efforts for what will be the first GLP-1 pill for weight loss.
President Trump signed a memorandum on Tuesday that instructs HHS Secretary Robert F. Kennedy Jr. and the FDA to crack down on direct-to-consumer drug advertising on TV and online channels like social media. While concerning, it’s premature to claim that this is the end of D2C drug advertising. Pharma marketers may find that longer commercials with complete product disclosures are a better fit for digital channels, such as social media and CTV, where consumers are already spending more time. Big Pharma brands also have the budgets to buy lengthier TV spots if they choose. Or companies could work out deals with TV networks in which purchasing ad space becomes cheaper since both sides would be financially motivated to keep running drug commercials during highly-rated programming.
40% of US adults say most or some of the health information on TikTok is trustworthy—the highest rating among major platforms, according to July data from KFF.
WeightWatchers launched a new menopause program with Queen Latifah as its spokesperson. This move is part of a larger strategy to expand into the clinical healthcare and prescription medication markets. To succeed against rivals like Hims & Hers and Noom, WeightWatchers needs to offer competitive pricing and secure more partnerships with major pharmaceutical companies to help raise awareness of its new focus in the growing wellness sector.
Obesity drugs are cost effective and provide good value despite high price tags, according to analysis from the Institute for Clinical Economic Review (ICER). It’s still early in the GLP-1 weight loss drug market with only two approved medicines, but a massive pipeline of more than 170 drugs in development. While Novo and Lilly have significantly dropped D2C prices, we think it’s going to take more competition in the market and different drug delivery methods to get to affordable and accessible pricing. Marketers should consider lower prices, but also digital tools to improve adherence, manage side effects, and offer lifestyle support.
Eli Lilly launched a platform called TuneLab that gives biotech firms free access to AI drug discovery models that have been trained on years of Lilly's research data. In return, companies will contribute their own data so Lilly can improve the performance of its AI models. Lilly might be taking a bit of a risk by opening up its models to other companies, but the potential payoff of developing high-powered AI tools that can drive faster drug discovery, development, and time-to-market is one that’s too good to pass up.
President Trump amended an executive order to include generic drugs among the products eligible for lower tariffs. Generic pharmaceuticals could get lower-than-established reciprocal tariff rates if trading partners make deals. While the memo is short on specifics, it’s another step back from pharma tariffs by the administration. Pharma companies, and especially generic drugmakers with slim profit margins, can breathe another sigh of relief. But that doesn’t mean they should step back from US manufacturing pledges where possible.
The news: CVS is expanding primary care services at its MinuteClinics via partnerships with health systems, per Modern Healthcare. The final word: We don’t see CVS’ MinuteClinic affiliations with healthcare providers as a signal that retail healthcare is making a comeback. CVS is in a different position from other retail clinic operators since it can steer Aetna members to its medical services. But consumers have made it clear that they’re not too interested in getting healthcare at drugstores where unhealthy items like junk food are sold—especially when there are a plethora of other options. Companies that want to stay in the retail clinic space would be wise to position their services around nutritious food items, OTC health supplements, and pharmacist support to show folks they’re serious about being a patient care destination.
European regulators are warning consumers about a recent spike in counterfeit versions of Eli Lilly’s and Novo Nordisk’s GLP-1 weight loss drugs. In addition to the physical dangers, illegal GLP-1 drugs create a perception problem, as consumers may not understand the difference between fakes and official products. Drugmakers must continue to educate consumers, disavow the fakes, and double down on anti-counterfeiting measures. In Europe, especially, they need to repeat warnings from regulators and detail the risks to healthcare providers, pharmacies, and consumers.
The trend: US consumers are prioritizing health and wellness more than they did in the past, according to KPMG’s Consumer Pulse Summer 2025 report. Our take: Wellness is a major trend, especially for younger generations who are exposed to health content on social media and are open to trying new products and services. To capitalize on this, brands offering nutrition, sleep, health apps, and fitness products should partner with credible wellness influencers to reach Gen Z and millennials. Brands that are not as well known for health and wellness but operate in tangential markets (e.g., food, beverage, and CPG) can also tap into the wellness boom by incorporating more protein-rich, natural, and plant-based products into their offerings
Despite persistent inequities in the US healthcare system, Black, Hispanic, and Asian consumers are more positive about health and wellness. They actively look for and buy healthcare products and information online. To effectively reach Black, Hispanic, and Asian consumers, marketers should consider the following: Reflect their positive outlook on health and wellness. Be specific about how your brand can help. Use digital channels and social media to create engaging, educational videos. Partner with health influencers to connect with these younger, culturally aware audiences.
The news: Direct-to-consumer (D2C) telehealth startup Remedy Meds is acquiring competitor Thirty Madison in an all-stock deal valued at over $500 million. Our take: By adding affordable weight-loss drugs to its men's and women's health treatments, the newly combined company will directly compete with Hims and Ro. However, their larger customer base will likely draw the attention of GLP-1 drug manufacturers like Novo Nordisk and Eli Lilly. Both pharma companies are actively trying to shut down the market for compounded weight-loss drugs. Transparent marketing and staying on top of potential regulatory changes to compounded GLP-1 allowance will be key to sustaining customer loyalty.