E5: Five Trends That Will Define Life Science Marketing in 2026

In this episode of The Supreme Pod, hosts Eric Southwell and Paul Avery, Ph.D., sit down with Supreme Optimization’s EVP of Advertising Mihaela Pupavac, Ph.D. and biotech media founder Joachim Eeckhout to discuss 5 life science marketing trends to watch in 2026: Bing ads as an underused growth lever, modern thought leadership, why podcasting is a trust engine for your audience, AI without the hype, and the fight for bottom-of-funnel visibility. Listen to find out what you should prioritize in your marketing efforts and tactical takeaways for 2026.

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Want to hear more from our guests? Check out Joachim Eeckhout’s podcast The Science Marketer (https://thesciencemarketer.com/podcast) and his accompanying newsletter.

You can find more from Paul Avery through his podcasts Life, Science and Marketing (https://rss.com/podcasts/life-science-and-marketing/) and Artificially Intelligent Marketing (https://rss.com/podcasts/artificiallyintelligentmarketing/).

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00:00:00 Intro

00:00:47 Meet the Panel

00:06:10 What We’ll Discuss Today

00:07:33 Trend 1: Why Bing Ads Matter

00:10:58 Why Teams Ignore Bing

00:12:46 Where Bing Works

00:18:13 The Automation Trap in Paid Search

00:21:17 Trend 2: Thought Leadership

00:23:07 How to Build Thought Leadership That Works

00:32:34 “Modern” Thought Leadership = Say Something Real

00:35:34 Trend 3: Podcasting Is a Growth Channel

00:38:26 Podcasts Build Trust Before the Sales Call

00:44:35 How Clips, Posts, and YouTube Work Together

00:48:52 Trend 4: AI Without the Hype

00:50:10 Avoiding “AI Slop”

01:00:22 Trend 5: Bottom-of-Funnel Visibility

01:14:10 Q&A