Healthcare Media Unified
Real Chemistry Unifies Omnichannel Offering, Forms New Technology-Led Healthcare Practice After Acquisitions
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Real Chemistry has officially launched Real Chemistry Media, a unified omnichannel practice built from the integration of its two recent acquisitions — Greater Than One and Spring & Bond — along with its legacy media operations, according to Montreal Gazette. The combined practice brings roughly 600 specialists under one roof, making it the largest healthcare-focused media operation in the world.
The announcement caps an aggressive 11-month acquisition push. Real Chemistry bought Greater Than One in July 2025 and Spring & Bond just three months later in October 2025. CEO Shankar Narayanan said the firm is "rewriting the next chapter of what's possible for healthcare marketing," according to Toronto Sun.
Three Entities Merge Into One 600-Person Practice
Real Chemistry Media combines 450 media experts and 150 data and analytics professionals, according to Calgary Sun. The new practice serves clients across the entire drug lifecycle — from pre-commercial biotech startups to top-five global pharmaceutical companies. Elizabeth Beringer, the former founder and CEO of Spring & Bond, will serve as president of the unified practice.
Two other leaders round out the top team. Amanda Powers-Han, a 24-year Greater Than One veteran, takes the role of Chief Commercial Officer. Jeff O'Connell, with over 20 years of software engineering experience, becomes Chief Technology Officer, according to Fort McMurray Today.
AWS-Powered AI Engine Predicts How Doctors Respond to Ads
At the core of Real Chemistry Media is a new AI orchestration engine built with AWS. The tool creates "Audience Proxies" — digital twins of healthcare professionals (HCPs) — that predict how a doctor or nurse will respond to a message with up to 90% accuracy, according to The Sudbury Star. The goal is to replace broad, expensive ad buys with targeted, personalized outreach.
The firm's AI stack already processes over 1.5 billion healthcare social data points from 200,000 influencers. Group President Kevin Johnson said the integration is "designed to meet healthcare brands' growing demand for more connected, personalized, data-driven customer engagement at scale," according to Ontario Farmer.
$560 Million in Revenue Fuels Push Against Holding Companies
Real Chemistry posted $560 million in revenue in 2025, a 14% jump over the prior year, according to Mitchell Advocate. The firm now ranks among the top 10 global PR agencies. Its growth signals that its "molecule-to-market" model — handling everything from PR to medical affairs to paid media — is winning business away from legacy holding companies.
The firm also expanded globally in February 2026, opening regional hubs in Munich, Zurich, and Dubai. Industry analysts say the competitive edge now belongs to firms that can prove "accountable spend" and show "clear visibility into what drives outcomes," according to Daily Herald Tribune.
FDA Crackdowns and Privacy Risks Shadow the AI Expansion
The launch comes as regulators tighten their grip on pharma marketing. The FDA issued 51 untitled letters in late 2025 alone, cracking down on direct-to-consumer (DTC) advertising. In response, Real Chemistry built a tool called Compliance Compass — an AI that scans FDA letters to help clients spot compliance risks before they become violations, according to Calgary Sun.
Critics are not fully convinced. Legal experts warn that AI-driven health marketing creates serious compliance risks under new state privacy laws. Consumer advocates also argue that DTC pharma ads can push patients toward expensive drugs when cheaper options exist. These tensions are unlikely to ease as Real Chemistry scales up its AI-powered targeting, according to Fort McMurray Today.
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