As a follow-up to an earlier interview, Marc Iskowitz interviews Glenniss Richards, Bayer senior director, digital media activation, about how the pharma unit, which in-housed its media capability, is testing more native and video ads. Lecia Bushak recaps a White House proposal aiming to shed light on Medicaid prescription drug costs and what PBMs are paying for meds. And Jack O’Brien highlights the love-hate relationship with Ozempic playing out on Reddit, as well as healthcare social media trends involving the Kardashians and rock band Fall Out Boy. Music by Sixieme Son.