You might think of healthcare and pharma companies as being cautious and staid in their consumer marketing tactics. So I was surprised to find out that one of the nominees for Best Branded Podcast in the 2024 iHeart podcast awards was a show for ViiV Healthcare:

Love In Gravity

First, I love that ViiV and production partner Harley & Co went with a scripted fiction format. It stands out from other branded podcasts and lets listeners get immersed into the world of the characters.

Second, the show is unabashed about tackling real topics about sexual health, identity, and challenging family relationships.

And finally, along the way they adeptly make a the company’s product, in this case medication, a subtle but natural part of the lives of the characters. I’ve listened to the pilot episode so far, and the show is in my rotation now to stick with it for more episodes.