Week 28 Health Digital Marketing Newsletter

This week’s Digital Health Observer looks at where health marketing attention is landing. Lilly and Novo Nordisk have come out as the most cited pharma brands in AI-generated health answers, Mosh has paired former AFL player Mitch Brown with a puppet to talk about male hair loss, and period-tracking app Clue is leaning into what it calls ‘radical human marketing’. Plus Oura’s CMO on empathetic advertising and sports sponsorship, and MM+M’s pick of five Rare Disease Month campaigns using humour and emotional storytelling to reach small patient populations.

Lilly and Novo Lead Pharma Citations in AI Health Answers

Lilly and Novo Nordisk were the most cited pharma companies in AI-generated health answers, according to an analysis reported by MM+M. GLP-1 and weight-loss queries drove a large share of brand mentions. Read more →

Mosh Pairs Mitch Brown With a Puppet in New Hair-Loss Campaign

Mosh’s new hair-loss campaign features former AFL player Mitch Brown alongside a puppet character. The work uses humour to frame conversations about male hair loss. Read more →

Clue Bets on ‘Radical Human Marketing’ for Its Period-Tracking App

Clue’s latest campaign centres real users to explain the value of its period-tracking app. The brand describes the approach as ‘radical human marketing’ for a sensitive health category. Read more →

Oura’s CMO on Empathetic Advertising and Sports Sponsorship

Oura’s CMO discussed the smart-ring brand’s use of sports sponsorship to build awareness on Marketing Week’s podcast. The episode also covers its focus on empathetic advertising. Read more →

Five Rare Disease Campaigns Spotlighted for Rare Disease Month

MM+M’s Rare Disease Month roundup features five campaigns using humour, emotional storytelling and culture. The examples cover work built for small patient populations with wider public reach. Read more →