In this week’s episode of “The Top Line,” Fierce Pharma’s Zoey Becker sits down with Bobby Sheng, the CEO of Bora Pharmaceuticals, to discuss the concept of “friend-shoring” in drug manufacturing.

"Friend-shoring" involves conducting manufacturing processes in countries considered friendly or allied. Sheng discusses the criteria for deeming a country “friendly” and explores whether this strategy could help address drug supply shortages.

To learn more about the topics in this episode:
Bora plants its flag in the US with $210M acquisition of generics manufacturer Upsher-Smith
Emergent, pivoting away from CDMO business, sells Baltimore plant to acquisitive Bora for $30M

In this week’s episode of “The Top Line,” Fierce Pharma’s Zoey Becker sits down with Bobby Sheng, the CEO of Bora Pharmaceuticals, to discuss the concept of “friend-shoring” in drug manufacturing.
"Friend-shoring" involves conducting manufacturing processes in countries considered friendly or allied. Sheng discusses the criteria for deeming a country “friendly” and explores whether this strategy could help address drug supply shortages.
To learn more about the topics in this episode:
<ul>
<li><a href="https://www.fiercepharma.com/manufacturing/bora-plants-its-flag-us-210m-acquisition-generics-manufacturer-upsher-smith" data-cke-saved-href="https://www.fiercepharma.com/manufacturing/bora-plants-its-flag-us-210m-acquisition-generics-manufacturer-upsher-smith">Bora plants its flag in the US with $210M acquisition of generics manufacturer Upsher-Smith</a></li>
<li><a href="https://www.fiercepharma.com/manufacturing/emergent-pivoting-away-cdmo-sells-baltimore-site-acquisitive-bora-30m" data-cke-saved-href="https://www.fiercepharma.com/manufacturing/emergent-pivoting-away-cdmo-sells-baltimore-site-acquisitive-bora-30m">Emergent, pivoting away from CDMO business, sells Baltimore plant to acquisitive Bora for $30M</a></li>
</ul>

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech, and Fierce Pharma recount the latest industry trends and why they matter. We'll analyze the week's biggest business news, from mergers and marketing to drug R&D and device development. Available every Friday morning. 

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech, and Fierce Pharma recount the latest industry trends and why they matter. We'll analyze the week's biggest business news, from mergers and marketing to drug R&amp;D and device development. Available every Friday morning.&nbsp;

The Top Line

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech and Fierce Pharma recount the latest industry trends and why they matter. We’ll analyze the week’s biggest business news—from mergers and marketing to drug R&D and device development. Available every Friday morning.

 

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech and Fierce Pharma recount the latest industry trends and why they matter. We&rsquo;ll analyze the week&rsquo;s biggest business news&mdash;from mergers and marketing to drug R&amp;D and device development. Available every Friday morning.
&nbsp;

A closer look at 'friend-shoring' and the drug shortage challenge

As Fierce Pharma Week approaches, the Fierce Pharma Marketing team is taking stock of some of the biggest trends reshaping how drugmakers and healthcare agencies reach audiences.

In this week’s episode of “The Top Line,” Fierce’s Ben Adams and Zoey Becker discuss how pharma marketing is evolving across social media, creative work and agency strategy. They dig into the changing approach to HIV marketing, pharma’s experiments with platforms including Snapchat, and what a collaboration with MrBeast says about the industry’s efforts to reach new audiences.

They also examine how healthcare agencies are putting AI to work, pharma’s return to the winner’s circle at Cannes and why Novo Nordisk built a maze along the River Thames in London this summer. The conversation comes as Fierce Pharma Week approaches Sept. 14-17 in Philadelphia.

To learn more about the topics in this episode: 
YouTuber MrBeast welcomes Amgen to the channel, kicking off pediatric cancer funding effort
Inside agency view: Real Chemistry’s Frank Mazzola on audience nuance and rewarding creativity
Snapchat creates ad format to support pharma disclosure needs
Novo Nordisk asks public to ‘Meet Me in the Middle’ in new obesity experience installation
Women’s ‘new health ecosystem’ takes shape on Reddit: report 

As Fierce Pharma Week approaches, the Fierce Pharma Marketing team is taking stock of some of the biggest trends reshaping how drugmakers and healthcare agencies reach audiences.
In this week&rsquo;s episode of &ldquo;The Top Line,&rdquo; Fierce&rsquo;s Ben Adams and Zoey Becker discuss how pharma marketing is evolving across social media, creative work and agency strategy. They dig into the changing approach to HIV marketing, pharma&rsquo;s experiments with platforms including Snapchat, and what a collaboration with MrBeast says about the industry&rsquo;s efforts to reach new audiences.
They also examine how healthcare agencies are putting AI to work, pharma&rsquo;s return to the winner&rsquo;s circle at Cannes and why Novo Nordisk built a maze along the River Thames in London this summer. The conversation comes as Fierce Pharma Week approaches Sept. 14-17 in Philadelphia.
To learn more about the topics in this episode:&nbsp;
<ul>
<li><a href="https://www.fiercepharma.com/marketing/youtuber-mrbeast-welcomes-amgen-channel-research-awareness-video-kicking-pediatric-cancer" data-processed-url="true">YouTuber MrBeast welcomes Amgen to the channel, kicking off pediatric cancer funding effort</a></li>
<li><a href="https://www.fiercepharma.com/marketing/inside-agency-view-real-chemistrys-frank-mazzola-audience-nuance-and-rewarding-creativity" data-processed-url="true">Inside agency view: Real Chemistry&rsquo;s Frank Mazzola on audience nuance and rewarding creativity</a></li>
<li><a href="https://www.fiercepharma.com/marketing/snapchat-creates-ad-format-support-pharma-disclosure-needs" data-processed-url="true">Snapchat creates ad format to support pharma disclosure needs</a></li>
<li><a href="https://www.fiercepharma.com/marketing/novo-nordisk-asks-public-meet-me-middle-new-obesity-experience-installation" data-processed-url="true">Novo Nordisk asks public to &lsquo;Meet Me in the Middle&rsquo; in new obesity experience installation</a></li>
<li><a href="https://www.fiercepharma.com/marketing/womens-new-health-ecosystem-takes-shape-reddit-report" data-processed-url="true">Women&rsquo;s &lsquo;new health ecosystem&rsquo; takes shape on Reddit: report</a>&nbsp;</li>
</ul>

MrBeast, Snapchat, AI and more: Pharma marketing’s pulse check

Earnings calls are a chance to catch up with the latest developments across Big Pharma and beyond, and last quarter was no different. From the rollout of AI to the oral GLP-1 battle between Novo Nordisk and Eli Lilly and new leadership at Sarepta and Sanofi, it feels like the opportunities and challenges for biopharma have never been greater.

In this week’s episode of "The Top Line," Fierce Pharma Senior Editor Fraiser Kansteiner and Fierce Biotech Senior Editor James Waldron share their takeaways from another whirlwind season of earnings calls. Alongside a Q2 scorecard breakdown, the Fierce editors discuss how several new CEOs are finding their footing, which drugs appear poised to cross the $1 billion sales threshold in 2026 and more.

To learn more about the topics in this episode: 
Biopharma saw a Q2 sales boom led by Lilly, Sanofi, Regeneron and Astellas 
Sanofi’s new CEO ‘looking deeply’ at late-stage pipeline as clinical clearout continues
Novo CEO has 'no doubt' on eventual share price recovery as Wegovy pill continues to wow
Sarepta’s new CEO Michael Severino faces critical milestones to prove growth

Earnings calls are a chance to catch up with the latest developments across Big Pharma and beyond, and last quarter was no different. From the rollout of AI to the oral GLP-1 battle between Novo Nordisk and Eli Lilly and new leadership at Sarepta and Sanofi, it feels like the opportunities and challenges for biopharma have never been greater.
In this week&rsquo;s episode of "The Top Line," Fierce Pharma Senior Editor Fraiser Kansteiner and Fierce Biotech Senior Editor James Waldron share their takeaways from another whirlwind season of earnings calls. Alongside a Q2 scorecard breakdown, the Fierce editors discuss how several new CEOs are finding their footing, which drugs appear poised to cross the $1 billion sales threshold in 2026 and more.
To learn more about the topics in this episode:&nbsp;
<ul>
<li><a href="https://www.fiercepharma.com/pharma/biopharma-saw-q2-sales-boom-led-lilly-sanofi-regeneron-and-astellas" data-processed-url="true">Biopharma saw a Q2 sales boom led by Lilly, Sanofi, Regeneron and Astellas</a>&nbsp;</li>
<li><a href="https://www.fiercebiotech.com/biotech/sanofis-new-ceo-looking-deeply-late-stage-pipeline-clinical-clearout-continues" data-processed-url="true">Sanofi&rsquo;s new CEO &lsquo;looking deeply&rsquo; at late-stage pipeline as clinical clearout continues</a></li>
<li><a href="https://www.fiercepharma.com/pharma/novo-ceo-has-no-doubt-eventual-share-price-correction-wegovy-pill-continues-wow" data-processed-url="true">Novo CEO has 'no doubt' on eventual share price recovery as Wegovy pill continues to wow</a></li>
<li><a href="https://www.fiercepharma.com/pharma/sarepta-new-ceo-michael-severino-faces-critical-tests-prove-growth" data-processed-url="true">Sarepta&rsquo;s new CEO Michael Severino faces critical milestones to prove growth</a></li>
</ul>

 What did we learn from Big Pharma’s Q2 results?

Consumerization is changing how patients engage with healthcare, and pharma companies may need to rethink how they approach awareness, diagnosis and commercialization.

In this sponsored episode of The Top Line, host Irena Luo is joined by Rachel Stoll, Managing Partner, Growth & Innovation at Princeton10, and Kevin Nalty, Vice President of Strategy at Princeton10, to discuss how evolving patient behaviors are reshaping the healthcare journey. Together, they explore the impact of GLP-1s, telemedicine, AI, wellness technologies and other low-friction healthcare experiences that are raising expectations for convenience and accessibility.

The conversation examines emerging gaps between health awareness and clinical diagnosis, the role of wellness tools and health data, and why some patients delay or avoid care altogether. The guests also discuss opportunities for pharma brands to rethink disease awareness, improve navigation to diagnosis and treatment, and borrow engagement strategies from successful consumer platforms that encourage long-term behavior change.

Listen to hear practical insights on how brand teams can adapt their commercial strategies, identify hidden friction points and better meet the needs of today's healthcare consumer.

Consumerization is changing how patients engage with healthcare, and pharma companies may need to rethink how they approach awareness, diagnosis and commercialization.
In this sponsored episode of The Top Line, host Irena Luo is joined by Rachel Stoll, Managing Partner, Growth &amp; Innovation at Princeton10, and Kevin Nalty, Vice President of Strategy at Princeton10, to discuss how evolving patient behaviors are reshaping the healthcare journey. Together, they explore the impact of GLP-1s, telemedicine, AI, wellness technologies and other low-friction healthcare experiences that are raising expectations for convenience and accessibility.
The conversation examines emerging gaps between health awareness and clinical diagnosis, the role of wellness tools and health data, and why some patients delay or avoid care altogether. The guests also discuss opportunities for pharma brands to rethink disease awareness, improve navigation to diagnosis and treatment, and borrow engagement strategies from successful consumer platforms that encourage long-term behavior change.
Listen to hear practical insights on how brand teams can adapt their commercial strategies, identify hidden friction points and better meet the needs of today's healthcare consumer.

A closer look at 'friend-shoring' and the drug shortage challenge

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