Mission Based Media has launched “Rethinking Alzheimer’s Disease,” a podcast miniseries focused on the incurable condition. It’s backed by Japanese biotech Eisai, which jointly developed Alzheimer’s treatment Leqembi with Biogen.
“Rethinking Alzheimer’s Disease” focuses on prevention and diagnosis of the neurodegenerative disorder, offering insights about caregiving and patient experiences. It will live on the audio platform Health Unmuted.
In a press statement, Health Unmuted described “Rethinking Alzheimer’s Disease” as an “engaging, narrative-style podcast miniseries for those curious or motivated to learn about Alzheimer’s disease.” It will cover basic topics — what Alzheimer’s is and what causes it — as well as share tips on how listeners can reduce the risk of contracting the disease or slow its progression.
“When most people think of Alzheimer’s disease, they think of memory loss and getting older,” said Dan Kendall, founder of Mission Based Media and executive producer of Health Unmuted, in a statement. “However, research shows that early stages of Alzheimer’s can begin 15 to 20 years before developing symptoms. This means there is additional time for people to take concrete steps and be proactive in their own health journeys.”
In an era where more pharma players are dipping into the narrative audio space, “Rethinking Alzheimer’s Disease” represents yet another venture by Eisai into the world of podcasting. The company previously backed podcasts about metastatic breast cancer (“My BroadCast Companion”) and epilepsy (“I’ve Got This! Owning my Epilepsy”).
But Eisai’s support of an Alzheimer’s-focused series reflects a conscious decision to redouble support for Leqembi in the wake of the implosion of Aduhelm, its previous anti-amyloid therapy. Leqembi gained full approval in the U.S. last July after the tumultuous rollout of Aduhelm, which Eisai developed in concert with Biogen.
Initially viewed as a potential blockbuster, Aduhelm endured a rocky start following the Food and Drug Administration’s controversial decision to greenlight it. In particular, experts expressed doubts about its clinical benefits and high price tag. The Centers for Medicare and Medicaid Services subsequently limited coverage for Aduhelm to patients already participating in clinical trials.
In January, Biogen decided to torpedo the entire program. The company announced it would halt development and commercialization of Aduhelm to focus entirely on Leqembi.
Despite a slower-than-expected rollout of Leqembi, Eisai noted in a March update that it expects the drug to bring in approximately $2 billion in global revenue during the 2026 fiscal year — and up to $8.8 billion by 2032.
According to Biogen’s most recent earnings report, Leqembi generated $10 million in revenue in 2023.
