The trend: From insight generation and content creation to media placement and regulatory reviews, generative AI (genAI) is becoming more connected to every part of pharma marketing. Our take: The tech is helping pharma marketers and ad agencies create more personalized ads and better predict ad performance—but overall, genAI usage is still pretty nascent in the industry.

Amazon Pharmacy expands medication services for caregivers and Medicare users: Healthcare service providers and pharmacies can earn customer loyalty by appealing to often overlooked caregivers with services that make their roles easier.

Bristol Myers Squibb partners with BioNTech on new cancer drug: It’s the latest in a new class of cancer treatment drawing billions in dealmaking, which promises hope for cancer patients—but also likely higher drug prices.

FarmboxRx acquired by wellness company Pyx Health: Food-as-medicine companies are projected to prosper under an administration that touts lifestyle changes over prescription drugs—but Medicaid cuts could thwart growth.

Hims & Hers expands in Europe via telehealth acquisition: Hims purchased a company with a similar business model overseas. We believe it’s a sign that Hims is losing its competitive advantage in the US weight loss drug space.

Google’s AI Overviews lead to fewer clicks on healthcare search results: An industry that heavily relies on search must optimize for visibility in AI Overviews while closely monitoring how AI changes consumer search behaviors.

Best Buy’s health business suffers a major setback: It may be tough for Best Buy to justify its investments in home healthcare without more Trump admin support to reimburse for hospital-at-home initiatives.

CVS, Cigna sue Arkansas to stop PBM-owned pharmacies ban: Owning both PBMs and pharmacies give them a lopsided advantage over independent pharmacies. It may be tough to push against the specter of more rural “pharmacy deserts.”

Gilead promises HIV prevention drugs to low-income countries: The Trump administration has frozen HIV prevention aid around the world, and steeper cuts are on the horizon—leaving drugmakers, international organizations, and state health agencies to pick up the slack.

Trump administration drops Moderna mRNA pandemic flu research: This adds to increasing doubt around the validity of mRNA vaccines, and will likely cause uncertainty for drugmakers looking to federal agencies for vaccine guidance.

Healthcare costs for Americans who have employer-sponsored health insurance spike 7% annually: Employers will need to be more restrictive with their plan offerings, creating an opportunity for D2C healthcare brands to reel in new customers.

Potential tariffs, drug pricing order may not be too disruptive to pharma: However, the administration’s executive orders, proposals, and threats can’t be taken lightly. Drug companies must stay nimble with plans in place for different outcomes.

Senate leader questions pharma advertising oversight amid growing calls for more regulation: The threats of new legislation and regulations indicate the seriousness of both the Trump administration and Congress to move against pharma ads.

Ambience Healthcare’s AI model beats docs at medical coding accuracy: More accurate medical coding reduces billing errors, claims denials and delayed payments for health systems. We think it’s the next healthcare AI advancement that’s already demonstrating clear value..

Retail pharmacy reputations continue to slide: Even though retail pharmacies are rated poorly by consumers, pharmacists are still trusted sources. Newer pharmacy models create opportunities for drugmakers to build closer ties with pharmacists.

Cleveland Clinic forces upfront copays for service beginning in June: The strict payment policy means routine appointments will be cancelled or rescheduled for those who cannot afford to pay up front. It also risks forcing patients to delay care or go to the ER.

General Medicine debuts as a platform where consumers can shop for medical care: While the healthcare marketplace concept isn’t new, the startup could have an upper hand by allowing people to see prices for medical care based on their unique health insurance details.

Clinicians want more support from pharma, but not via in-person sales meetings: Marketers need to create content that will proactively answer doctors’ questions about a drug’s cost/insurance coverage and how patients are responding to the treatment.

Medtronic spins out diabetes business into D2C company: Amid growing diabetes diagnoses, Medtronic is doubling down on its focus with a device company dedicated to helping consumers with diabetes.

Novo, Lilly, and PBMs take steps to reduce GLP-1 drug prices: Players in the weight loss drug market are likely OK with cutting back on prices considering the potential to reach tens of millions of patients.