The launch of HayloARC and the battle for oral GLP-1 pill supremacy

April 8, 2026·27 min·2 clips

Haymarket launches HaloArc, a self-service DSP for medical marketers, as Novo Nordisk and Eli Lilly clash over oral GLP-1 pill supremacy.

Launches are the organizing idea. The host starts with Artemis II, then turns that public moment into a discussion of health launches for medical marketers. HaloArch gets the first chair, and the questions stay practical: what is this DSP, how is it different, and what can buyers do with it today? Steve Madden presses Louis Naimoli on Haymarket's first-party HCP data and how the platform fits advertisers and medical marketing agencies. The useful parts are in the mechanics. Naimoli talks through standard campaign setup, customer workflows, and AI agents that can copy routine campaign behavior. AI is optional here. Customers do not have to opt in, and the pitch stays closer to saving time than replacing judgment. Then the conversation moves into optimization. Naimoli says the team is working on AI features connected to prescription measurement, campaign performance, clicks, reach, and other outcomes. The host catches the repeated word: efficiency. In this version of HaloArch, that is the main sell. Naimoli also leans into the startup feel, describing a lean boutique team that can adjust while agencies and companies test agent-based buying. The market is still figuring itself out, with programmatic players talking about agents on both the buy side and sell side. The episode closes on GLP-1 launch timing, where Novo Nordisk and Lilly sound locked in a cat-and-mouse fight for attention. The conversation keeps its feet on the ground, returning to data, workflow, channel behavior, and competitive positioning instead of launch hype.

As heard by us

A healthcare marketing episode that links programmatic buying with the GLP-1 oral pill race.

This episode gives HaloArch the room it needs without turning the whole thing into a launch puff piece. Steve Madden and Louis Naimoli walk through what the product is, how Haymarket's first-party HCP data from its 30-plus medical publications shapes the pitch, and why the AI…

Read the full review in PlayNext →

Why you'd press play

Want one clean read on HaloArch, the healthcare DSP, and the GLP-1 race?

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from The MM+M Podcast