The Grip is a newsletter that compiles essential news and insights for bold healthcare marketers, brought to you by Grippi Media.
In our final issue of 2024, we’re looking back at the year’s biggest healthcare and marketing headlines. From AI to Zepbound, we’re breaking down the trends that defined 2024 and the ones set to shake up 2025.
Stories from this issue:
👉 Our Top 5 B2B Marketing Trends for 2025
👉 From AI Search to Monopolies: Google's Year of Turmoil
👉 AI in Marketing: A Revolution Still Waiting to Be Realized
👉 Enter the Era of The "Evergreen Brand"
👉 Rising Frustrations with the US Healthcare System
👉 GLP-1s Take the Market by Storm
👉 Retail's Struggle to Crack Primary Care
Thank you all so much for following along this year. I've had a blast creating these for you week in and week out. We've got tons of exciting (and useful) content lined up for 2025: videos, charts, reports, podcasts, and of course, plenty of juicy stories to dive into together!
Happy holidays - see you next year! 👋
I Can’t Believe That’s a Keyword
Using Semrush, we hunt down bizarre (and totally real) search queries and try to answer them.
This Week’s Keyword: What Color Underwear to Wear for New Years?
Avg. Monthly Search Volume: 1,600
Answer: Start the new year right - go commando.
Our Top 5 B2B Marketing Trends for 2025
2024 was a whirlwind for B2B marketers. Teams struggled with AI adoption, longer sales cycles turned attribution into an even bigger headache, and Google backpedaled on third-party cookies again.
Speaking of Google, the outcomes of its antitrust trials are expected by late 2025, potentially making it a game-changing year for marketing as we know it.
As we race into the new year with a list of questions longer than a CVS receipt, here's our take on the top 5 B2B marketing trends for 2025.
Top Marketing Stories of 2024
Our compilation of the biggest marketing stories from 2024.
From AI Search to Monopolies: Google’s Year of Turmoil
Once considered untouchable in the search engine world, Google has had a year full of challenges and shake-ups.
From AI search engines like OpenAI and Perplexity challenging the search market, to not one but two high-stakes antitrust lawsuits from the DOJ, the once-uncontested king of internet traffic is under more pressure than ever before.
Here’s a closer look at what has been going on with Google:
AI in Marketing: A Revolution Still Waiting to Be Realized
If 2023 was the year of individual experimentation with AI tools, 2024 marked the era of widespread adoption across teams and organizations.
Major players like Salesforce and HubSpot supercharged their marketing platforms with advanced AI features, making these tools accessible to teams everywhere. Meanwhile, tech giants like OpenAI, Google, and Anthropic unleashed cutting-edge large language models like ChatGPT 4.0, Gemini 2, and Claude Next, pushing the boundaries of what’s possible.
All of this sounds great, right?
There's just one problem: 74% of businesses still struggle to scale the value of AI tools beyond the individual level (per Boston Consulting Group).
Actually, there are more problems. AI advancement is showing signs of slowing, and the cost of these tools isn’t getting any easier to stomach.
2025 is shaping up to be a “do-or-die” year for marketing teams aiming to use AI to drive real business impact. Whatever 2025 brings, let’s hope we can keep the AI buzzwords in check. I’m still coming to terms with “multi-modal” and “agentic” being part of everyday vocabulary.
Here are some of the landmark AI headlines from 2024:
Enter the Era of The "Evergreen Brand"
In 2024, the world’s top brands lost over $200 billion in missed value by prioritizing performance marketing over brand building (per Interbrand).
Gone are the days of relying on pray and spray paid campaigns to get the job done. Modern buyers want meaningful experiences.
Marketing teams are responding by building evergreen brands.
Evergreen brands are designed to thrive and adapt over longer periods of time. They’re like a living, breathing entity, delivering consistent customer experiences across all channels, 24/7, 365.
Here's how Evergreen Brands made headlines in 2024:
Top Healthcare Stories of 2024
Essential healthcare headlines from the year.
Frustrations Rise with the U.S. Healthcare System
In 2024, frustrations with the U.S. healthcare system hit a boiling point.
Headlines this year have been filled with growing anger from Americans over the industry’s ongoing failures and the struggles everyday people have faced in getting adequate care. But the dissatisfaction isn't limited to patients. Clinicians are feeling it too.
Here’s our top articles addressing the major issues our industry faced in 2024:
GLP-1s Take the Market by Storm
GLP-1 drugs like Wegovy and Ozempic are surging in popularity, hailed as game-changers for weight loss, diabetes management, and potentially alcoholism. However, skyrocketing demand has revealed major challenges: high costs, limited insurance coverage, and shortages, which created an opportunity for brands like hims & hers to step in with compounded alternatives.
Here’s a look at the rise of GLP-1s and their impact in 2024.
Retail's Struggle to Crack Primary Care
Not long ago, retail brands like Walmart, Walgreens, and CVS Pharmacy were doubling-down on primary care. Fast forward to 2024 and major players now appear to be throwing in the towel.
So, what happened, and what does it reveal about the challenges of primary care as a whole?
Here are the top headlines about retail's fallout with primary care:
Our Top Podcasts of 2024
Our favorite episodes of the podcasts that we produced in 2024.
Why U.S. Healthcare Still Falls Short
Surprise, surprise, the U.S. healthcare system is still the most expensive and lowest performing.
That’s the message from the latest The Commonwealth Fund report, "Mirror, Mirror 2024: A Portrait of the Failing U.S. Health System."
In this episode of CareTalk Podcast: Healthcare. Unfiltered., John Driscoll and David E. Williams dive into the report’s findings to uncover why U.S. healthcare remains so broken and explore what, if anything, can be done to fix it.
Transforming Real-World Data into Actionable Clinical Evidence with Dr. Brigham Hyde from Atropos Health
Transforming real-world medical data into actionable evidence in minutes, not years - this is the revolutionary approach of Atropos Health.
On today's episode of the AWS Health Innovation Podcast, host Sanjit Misra has a fascinating conversation with Dr. Brigham Hyde, CEO and Co-Founder of Atropos Health.
From technology developed and tested at Stanford University, Atropos Health is reshaping the landscape of evidence-based medicine, providing on-demand evidence from real-world data to close critical gaps in healthcare and life sciences.
In this episode, we dive into how Atropos Health is elevating clinical outcomes, accelerating research, and driving operational efficiency.
How AI is Reshaping the Future of Medicine
We have all been exposed to some form of AI, but how is it positioned to enhance the future of medicine?
In this episode of Health Care Rounds: A Darwin Research Group podcast, Robert Pearl, M.D. joins John Marchica to delve into the exciting potential of AI, particularly large language models, to revolutionize medicine, healthcare access, analysis, and treatment.
Our Top Albums of 2024
The music that inspired us the most in 2024.
🎧 Vincent's Picks:
1. Dehd - Poetry
2. Chanel Beads - Your Day Will Come
3. MK.Gee - Two Star & The Dream Police
4. Bay Ledges - Rivers
5. Royel Otis - PRATTS & PAIN
6. MJ Lenderman - Manning Fireworks
7. Hovvdy - Hovvdy
8. Dummy - Free Energy
9. Vampire Weekend - Only God Was Above Us
10. Jordan Rakei - The Loop
11. Nala Sinephro - Endlessness
12. Wishy - Triple Seven
13. CANDY - It’s Inside You
14. The Palms - Wonderland
15. Balthvs - Harvest
16. Fazerdaze - Soft Power
17. Gouge Away - Deep Sage
18. Johnny Blue Skies - Passage du Desir
19. LL Cool J - The Force
20. Alkaline Trio - Blood Hair & Eyeballs
🎧 Sal's Picks:
1. Leon Bridges - Leon
2. Billie Eilish - Hit Me Hard and Soft
3. Matt Champion - Mika’s Laundry
4. SoMo - 9 Lives
5. Post Malone - F1 Trillion
Thanks for making 2024 special! See you next year! 👋
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