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2024 was one of the most eventful years for the pharmaceutical, biotech, life sciences and medical marketing industries.

Each month brought seismic shifts — some completely unexpected — that required leaders to adjust in real-time and will likely have ripple effects for years to come. 

Check out a rundown of the most significant industry developments throughout the year.

January 

Drugmakers put a transitional year behind them, as presentations at the annual J.P. Morgan Healthcare Conference in San Francisco indicated.

Eli Lilly launched its direct-to-consumer (DTC) platform LillyDirect to make it easier for obesity and diabetes patients to get “consistent access to Lilly medicines they have been prescribed.”

February 

Pfizer aired its first 60-second Super Bowl spot — Here’s to Science — which celebrated its 175 years in business and underscored the drugmaker’s embrace of oncology in light of its $43 billion acquisition of Seagen. 

The ad was created in collaboration with Publicis Conseil, LeTruc/Publicis NY, Pfizer and others. 

Astellas Pharma returned to the big game for the second consecutive year with an updated ad for its Veozah medication for menopause.

Other health and wellness brands with activations centered on Super Bowl LVIII included Cetaphil, CeraVe, Dove, Power to the Patients, Tums, DraftKings, Sleep Number and MangoRx.

March 

Two drugmakers made waves at the 96th Academy Awards.

UCB launched a DTC advertising campaign during the awards show in support of Bimzelx (bimekizumab-bkzx), its leading treatment for the psoriasis community.

Additionally, Lilly aired two short films — Big Night and Shame — on Oscar night to promote its GLP-1 drugs and remind people they aren’t for cosmetic weight loss purposes.

Later in the month, Oprah aired her primetime GLP-1 special, which examined the rise of GLP-1 drugs such as Ozempic and Mounjaro as well as the need to do away with obesity shaming.

This acclaimed special was sandwiched between two big Wegovy moments: the FDA’s label expansion for the drug and CMS’ expanded coverage announcement. 

April 

MM+M’s Healthcare Marketers survey showed the mean marketing budget of U.S. biotech companies amounted to $10.9 million in 2023. 

Among pharma and medical devices firms, the mean stood at $8.8 million and $8 million, respectively.

Additionally, MM+M’s Marc Iskowitz claimed his third consecutive Neal Award for Best Range of Work by a Single Author.

May

IPG Health consolidated its agency brand roster, folding McCann Health New York into Area 23 and consolidating McCann Health New Jersey and Hill Holliday Health under the new Rise & Run banner.

In mid-May, the FDA’s TV drug ad compliance rule took effect and became mandatory six months later.

June

MM+M unveiled its 2024 Agency 100 list, with Deloitte Digital rising two spots to take the revenue crown with $684.4 million.

Between the Top 100 and Ones to Watch, this year’s edition shined a spotlight on 109 medical marketing agencies that have demonstrated creativity, strategic moxie and a genuine commitment to advancing health and wellness on a broad scale.

Health, wellness and pharma advertising excelled at the 2024 Cannes Lions International Festival of Creativity. 

The coveted Lions Health Grand Prix for Good was awarded to Child Wedding Cards, created by UN Women and Impact BBDO. Of the more than 220 entries for the Pharma Lions, five were selected for Silver Cannes Lions or Bronze Cannes Lions, however none of the initiatives deemed award-worthy recognized work in the regulated pharma space.

Klick Health won the Gold Lion for Innovative Use of Technology: Patient or Healthcare Professional for Voice 2 Diabetes from KVI Brave Fund. Voice 2 Diabetes also earned Innovation Grand Prix.

Magnetic Stories, created by Siemens Healthineers and Area 23, a 2024 MM+M Agency 100 honoree, earned the Cannes Grand Prix for Brand Experience and Activation.

CeraVe and Ogilvy PR won for Michael CeraVe, their campaign featuring actor Michael Cera under the OTC applications category. The campaign also earned the Gold Cannes Lion in the Health and Wellness category.

Meanwhile, Dramamine and FCB Chicago also won a Silver for their oral medicines campaign, The Last Barf Bag. Additionally, the documentary received the Cannes Grand Prix for Brand Experience and Activation and a Bronze Lion for PR.

In legal proceedings, the Supreme Court unanimously ruled in FDA v. Alliance for Hippocratic Medicine that the plaintiffs lacked a legal right to challenge the federal health agency’s actions regarding the approval of abortion pill mifepristone.

The Supreme Court also rejected a nationwide settlement with OxyContin manufacturer Purdue Pharma.

In a 5-4 decision in Harrington v. Purdue Pharma L.P. , the Supreme Court ruled that the bankruptcy code does not authorize a multibillion-dollar bankruptcy plan for Purdue Pharma nor does it release members of the Sackler family, which owned the company, from any future liability claims against them personally.

The high court also struck down the so-called Chevron deference, which required judges to defer to regulatory agencies to interpret vague laws. The ruling could give courts more sway over health policy and, as such, opened the door to a new wave of legal challenges.

July 

The FDA approved Lilly’s Alzheimer’s drug donanemab, which is marketed under the brand name Kisunla. The regulatory greenlight came less than a month after an FDA advisory committee unanimously backed the drug for approval.

The agency also released an updated guidance for health companies to respond to misinformation on social media.

The 2024 Summer Olympics kicked off in Paris, where several pharma and health brands got in on the biennial, global athletic competition. This continued a trend toward pharma companies leveraging sports opportunities to get in front of mass-market audiences. 

Lilly debuted One Body, a minute-long film that highlights the accomplishments of Olympic athletes and underscores why people should take proactive care to protect their health.

Lilly is a partner of both the U.S. Olympic and Paralympic Teams and serves as the official Team USA partner in health equity.

The company pledged to donate $5,000 for every Team USA Olympic and Paralympic medal won as well as every world record or Olympic/Paralympic record achieved in Paris. That total topped $2.6 million.

Meanwhile, Sanofi served as premium partner at the hometown games and launched Igniting Potential, its biggest corporate activation.

Additionally, medical apparel company Figs outfitted the 250 healthcare professionals (HCP) supporting Team USA at the Olympics in Paris, while Bronx-based Montefiore Einstein Comprehensive Cancer Center teamed with agency partner Mirimar for a campaign to highlight the connection between the New York origins of breaking and its debut as an event at the games.

Pfizer global chief marketing officer Drew Panayiotou announced he would leave the organization. Panayiotou joined Pfizer in September 2022 and oversaw significant changes to the company’s marketing strategy, including an agency consolidation and a brand refresh. 

But his departure underscored the struggle pharma CMOs face to break legacy commercial models.

He was succeeded by Susan Rienow, Pfizer’s U.K. managing director and country president.

August

CMS released the final prices of the first 10 drugs selected for negotiation under the Inflation Reduction Act (IRA).

Four of the 10 drugs selected for negotiation were diabetes drugs, while others treat blood clots, heart failure, rheumatoid arthritis and blood cancers.

Discounts achieved by CMS for the Medicare-negotiated prices compared to the 2023 list prices range from 79% for Merck’s diabetes medication Januvia to 38% for Amgen’s blood cancer drug Imbruvica. 

Following the lead of Big Pharma rival Lilly, Pfizer unveiled its digital DTC platform PfizerForAll.

IPG launched Mediabrands Health, a center of excellence (COE) that sits within IPG Mediabrands.

The formalized establishment of Mediabrands Health is intended to support IPG Health’s existing capabilities with scaled global media services, leverage its relationships with pharma companies and assist brands in the health and wellness sectors.

September 

MM+M named Jameson Fleming as editor-in-chief. Fleming joined MM+M following more than eight years at advertising trade publication Adweek. He succeeded Larry Dobrow, who was named to the same post in November 2021.

Alongside sibling publications Campaign and PRWeek, MM+M hosted the AI Deciphered conference, which was designed to answer the multitude of questions communicators face as they figure out how to use this powerful new tool to their advantage. 

October 

The MM+M Awards celebrated its 21st year by recognizing the most creative and effective healthcare marketing and media from 2024.

Ogilvy Health named Avalere Health’s Mario Muredda as its CEO.

Lawmakers took a closer look at DTC platforms from Pfizer, Lilly, Amgen and AbbVie.

The Medical Advertising Hall of Fame announced it would induct Sharon Callahan, former chief client officer at Omnicom Health Group (OHG), as well as Nick Colucci, former chairman and CEO of Publicis Health/COO of Publicis Groupe North America, in its class of 2025.

November 

Donald Trump won the presidency for the second time in three elections.

Nine days after winning the election, Trump nominated Robert F. Kennedy Jr. to lead the Department of Health and Human Services (HHS.) 

Shortly thereafter, he tapped Dr. Mehmet Oz to helm CMS, Johns Hopkins surgeon and writer Martin Makary to oversee the FDA; former Rep. Dave Weldon, (R-Fla.), to lead the Centers for Disease Control and Prevention (CDC); as well as Dr. Janette Nesheiwat, a Fox News contributor, to serve as Surgeon General.

Weeks later, Trump nominated Dr. Jay Bhattacharya to lead the National Institutes of Health (NIH) and biotech investor Jim O’Neill for deputy HHS secretary.

In one of the Biden administration’s final health policy pushes, the White House unveiled a proposal to ensure Medicare and Medicaid coverage for obesity drugs.

December 

United Healthcare CEO Brian Thompson was shot and killed outside of the Hilton Midtown Hotel, where the UnitedHealth Group’s annual investor day was scheduled to take place.

Thompson’s murder unleashed a wave of hostility toward health insurers as well as pent up frustrations with the American healthcare system as a whole.

Omnicom announced it will acquire IPG, marking one of the biggest mergers in the history of the advertising industry if it goes through.

The boards of directors of both companies unanimously agreed to the all-stock deal, which would create a combined company — operating under the Omnicom name — with more than $25 billion in annual revenue, based on 2023 financials.

The merger would bring together numerous medical marketing agencies under one roof — including several MM+M Agency 100 honorees.

To read a January 2025 article on how pharma marketers may crack the AI code in 2025, click here.