63% of millennials and 61% of Gen Zers feel more connected to health brands since starting GLP-1s, per a January Dentsu report.

The news: Novo Nordisk missed an important patent filing deadline in Canada for its weight loss and diabetes drug semaglutide, opening the door to generics as soon as next year. Our take: If Sandoz and other generic makers start selling semaglutide GLP-1 drugs in Canada next year, FDA approval for states may not matter. If drugmakers do start selling generic GLP-1s in Canada, Novo will see Ozempic brand sales drop, but the GLP-1 market could see a generics’ explosion.

The news: Novo Nordisk is partnering with AI drug discovery company Deep Apple Therapeutics to discover and develop new cardiometabolic drugs, including for obesity. The takeaway: Novo is not the biggest loser in the GLP-1 weight loss category, but it’s trailing Lilly in drug effectiveness, market value, and more importantly public perception. It’s critical for Novo to come up with new and better weight loss drugs—hence the deal with Deep Apple—but also polish its brand with consumers. A new CEO and new marketing direction could garner Novo some much-needed cachet.

The trend: Consumers who take weight loss drugs are eating less and consuming healthier foods when they’re on the medication. Our take: This behavior change is driving a slew of food sellers and CPG brands to develop product lines and reformulate items with GLP-1 users in mind.

Tens of millions of Americans will use weight loss drugs in the coming years. Here’s what pharma, food and beverage, wellness, and fitness brands and marketers need to know about GLP-1 patients’ changing behaviors alongside their medication use.

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.

Consumers are turning to digital channels for medical information and advice and to research healthcare products, treatments, and services. Here’s what healthcare and pharma marketers need to know about converting information-seeking consumers into customers.

Consumer interaction and engagement with healthcare and pharmaceutical ads vary greatly by generation. Marketers must gain a better understanding of these differences to reach patients more effectively.

PepsiCo leans on value, healthier snacks to drive sales in 2025: But the CPG company expects growth to be muted as consumers focus on price.

UPS pushes into healthcare logistics: The company is renting out custom lab space near its main global air hub. Diagnostics companies will be able to consolidate their shipping operations and drive downstream cost-savings.

Healthcare and pharma companies are embracing D2C business models to get their medications, treatments, and services to more consumers without industry middlemen restricting access. Concurrently, patients are becoming more price-conscious healthcare shoppers, propelling more D2C activity next year.

Mondelez pursues Hershey’s acquisition to shore up chocolate business: The CPG company hopes the second time’s the charm as it looks to offset skyrocketing cocoa costs and capitalize on growth opportunities.

Ozempic is becoming cheaper for Medicare beneficiaries: Falling prices are welcome news for seniors’ wallets. But a new proposal to expand access to GLP-1s for Medicare members could threaten the federal health insurance program itself.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Eli Lilly’s GLP-1 medication shortage ends: The host of players who offer compounded versions of the blockbuster drugs don’t have to worry—yet.

23andMe’s board resigns: After years of ill-fated endeavors, the en masse resignation marks the latest blow to 23andMe, which has been hemorrhaging cash and yet to turn a profit.

Kourtney Kardashian’s Lemme rolls out “GLP-1” weight loss supplement: The move is ingenious from a marketing perspective. But the brand could find itself in drugmakers’ crosshairs with already confusing marketing about the supplement’s key ingredient.

Both retailers used generative AI to improve employee productivity in Q2—Walmart leveraged the tech to improve its product catalog and Target used it to enhance in-store employee tools. Target’s curbside pickup service helped it grow digital comparable sales 8.7% YoY, while Walmart’s marketplace and sales of GLP-1 drugs contributed to its 4.2% comp sales growth YoY.

WeightWatchers enters the Rx business for obesity: Its acquisition of medication-based weight loss program Sequence signals an emerging digital health market trend—but consumers must be cautious of telehealth startups' claims.