Quita Highsmith is the VP of population health at Genentech, but more importantly, she’s a friend of The MM+M Podcast.

In her third appearance on the show, she discusses Genentech’s All Eyes on DME campaign featuring comedian Damon Wayans.

Launched this spring, All Eyes on DME is the drugmaker’s pop culture-focused way to talk about a condition in diabetic macular edema that is both often overlooked and disproportionately impacts patients of color.

Additionally, Highsmith reflects on her decades working in healthcare and why the work doesn’t stop for her or Genentech.

And for our Trends segment, we’re talking with our editor-at-large Steve Madden about his time in Las Vegas covering the Enhanced Games and what it means for medical marketers.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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Biopharma leaders are being asked to move faster, do more and compete in an AI-transformed world. The old agency model, building moats around capability and renting it back to clients, is cracking under that pressure. In this podcast, Woven Health Collective argues that the best agency partners in 2026 help build client capability, not dependency. They make the case for where real agency value lives now: deep scientific acumen, strategic judgment, flawless execution and the stewardship that keeps client capability current. A direct conversation for brand, medical and commercial leaders rethinking what they buy, what they build and what they demand from their partners.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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ASCO is the preeminent cancer conference, bringing every oncology stakeholder to Chicago for a weekend of breakthrough presentations, pertinent health discussions and a bevy of brand activations.

Additionally, MM+M will be on the ground there, represented by pharma editor Lecia Bushak.

Ahead of ASCO, Lecia chatted with Illinois CancerCare’s Kimberly Ku, MD.

A triple board-certified physician, Ku recently partnered with Cancer Therapy Advisor, a fellow Haymarket Media brand, to distribute her podcast, Val-You Based Care.

Now, she’s joining our podcast for a preview of ASCO as well as to offer insights on how pharma brands can better message to HCPs and patients about cancer care.

After that, I’m shipping up to Boston for the Veeva Commercial Summit, so you’ll hear from the rest of the team during Trends, where they’ll discuss some of the most interesting trends they’ve observed through their reporting for Agency 100.

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In about five weeks, adland will take over a small resort city in the south of France for a weeklong industry bonanza.

The 2026 Cannes Lions International Festival of Creativity is on the horizon, slated for the last full week of June, and rest assured, the medical marketing community will be there in force.

Nearly one month ago, the juries for Health & Wellness Lions and the Pharma Lions were announced, featuring a few North American-based creatives, including Chris Charles, executive creative director of Real Chemistry subsidiary 21Grams.

You might remember Charles and his team for their Gold Pharma Lions-winning work on behalf of Biogen for Friedreich’s Back, a darkly humorous campaign focused on the often terminal, rare condition Friedreich’s ataxia.

For this week’s episode, Charles joins executive editor Jack O’Brien for a conversation about the early stages of the sizable task undertaken by the Cannes pharma jury and the trends he’s keeping an eye on as they analyze the nominated work.

He also reflects on the success of Friedereich’s Back and why Cannes is important to pharma marketers.

For our Trends segment, we’re talking about the frustrating, mixed public health messaging surrounding the hantavirus cruise ship outbreak.

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The U.S. remains mired in a severe mental health crisis, though there is one encouraging data point to consider.

In 2024, the year with the most recent, available data, there were 48,824 suicide-related deaths – representing a 1% year-over-year decrease.

Considering the challenges with access and affordability as it relates to behavioral health care, coupled with longstanding stigma against talking about one’s feelings and seeking help, the decrease in the national suicide rate is a positive development in a much larger battle.

For the first episode of May, which is Mental Health Awareness Month, Executive Editor Jack O’Brien is joined by JED CEO John MacPhee and AFSP CEO Bob Gebbia.

In this conversation, the pair underline the reasoning for the merger, how they plan to use their newfound scale to bolster suicide prevention efforts and where medical marketers can improve messaging around mental health. They also offer resources for journalists covering a very sensitive, nuanced topic.

In lieu of our Trends segment, reporter Bella Czajkowski brings us a sit down interview with former NFL star Delanie Walker from the 2026 Publicis Health Media HealthFront last week.

If you or someone you know may be considering suicide, contact the 988 Suicide & Crisis Lifeline: call or text 988 or chat 988lifeline.org. For TTY users: Use your preferred relay service or dial 711 then 988.

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Healthcare marketers know traditional channels, but what comes next?

From DOOH and CTV to live environments, sports partnerships and premium content integrations, brands are testing beyond traditional media within the confines of compliance. Join us as we unpack why experimentation is accelerating, what “safe” expansion really looks like in a regulated environment and how leading pharmaceutical brands are balancing compliance, measurement and performance.

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Welcome to the MM+M Podcast — a RevHealth conversation where the gloves are off and the usual agency playbook is up for debate. This isn’t about polished answers or safe perspectives. It’s about what’s actually working in health, and what’s not. The uncomfortable truths about agency models, the real impact of AI, why some partnerships fail, and what it truly takes to drive behavior change in a system that resists it.

At RevHealth, we believe culture, conviction, and clarity aren’t just internal values; they fuel better outcomes for clients and patients. So, this is where we put that thinking to the test. Openly. Honestly. And without filtering out the hard parts.

Because if we’re serious about moving health forward, we have to be willing to challenge the way it’s always been done.

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