Recorded on September 14, 2026

Description:

Most GLP-1 and cardiometabolic brand teams are still building around a single demographic patient profile — a "pill patient" defined by age, gender, and diagnosis. It's an understandable instinct. It's how brand teams are structured, and how media buys get planned. It's also, increasingly, a myth.

In this conversation, David Edelman sits down with Belinda Mulhern to unpack why that ghost patient doesn't hold up against the data from over 600 GLP-1 patients — and what forward-looking teams are targeting instead.

Guests:

David Edelman, Founder & CEO, Thrivable: David founded Thrivable to help pharma and MedTech teams understand cardiometabolic patients faster and with more confidence, built on a first-party patient panel spanning diabetes, obesity, CKD, and related conditions. In this conversation, he brings the investor-and-market lens — reframing this moment as the birth of a massive new consumer market, one that's neither classic pharma nor classic consumer, and one nobody has fully figured out yet.

Belinda Mulhern, Founder & Commercial Strategist, Clickspring Collective: Belinda co-founded Clickspring Collective, which works with early-stage biotech and digital health companies to sharpen commercial strategy and go-to-market execution. She brings the brand-side, in-the-room perspective on why the demographic-first instinct is so hard to shake — and what it costs teams that don't move past it.

To watch the full conversation, simply complete the form below.