In this episode of ADWEEK’s Adspeak, Chief Brand and Community Officer Jenny Rooney speaks with Caldera Arts Director Jason White. Lina Polimeni, SVP and CMO of Eli Lilly and Company. Lifestyle content creator Nita Daniel talks about how health brands can gain trust in a skeptical, consumer-driven world.
In this conversation, we explore why pharma marketing must move beyond clinical messaging to authentic storytelling, cultural relevance, and human-centered brand building.
Guests will discuss how AI can support personalization and operational efficiency without compromising authenticity, and why brands need to tap into unexpected cultural spaces like sports, fashion, and entertainment to make health conversations feel more natural. We also examine the increasing role of creators in destigmatizing health topics through honest and relatable storytelling.
Packed with insights on positioning, personalization, and purpose-based branding, this episode provides a modern blueprint for building health brands that consumers truly connect with.
What you’ll learn:
How to position your health brand beyond category limitations Why AI needs to enhance trust, not replace it An “unexpected but necessary” cultural positioning strategy How to leverage creators and influencers to destigmatize health conversations A framework for first-party data and personalization for pharmaceutical companies How 21 years of brand consistency reveals a sustainable competitive advantage
About the guests:
Lina Polimeni is senior vice president and chief marketing officer for Eli Lilly’s consumer division and has more than 21 years of expertise in pharmaceutical marketing and brand transformation. With a background ranging from sales to digital marketing innovation, she has pioneered a patient-centric strategy that repositions Lilly as a pharmaceutical company focused on human health rather than product transactions.
Jason White is a Director at Caldera Arts, specializing in innovative brand strategies and creative campaigns that spark cultural conversation. Jason also served as president of Wieden + Kennedy. From his early work at Pepsi to acclaimed campaigns like P&G’s “Thank You, Mom,” he has built a career on redefining relationships with consumers and brings a consumer-centric perspective to the pharmaceutical industry.
Nita Danielle is a full-time content creator and influencer focused on style, fashion, confidence, motherhood, and health and wellness storytelling. With a loyal audience that appreciates her authentic, non-linear approach to her personal journey, she brings creator credibility to her healthcare brand partnerships.
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