Dear Readers, 

Here is your starter for 10: What do AI, GLP-1s, and Taylor Swift have in common? 

Well, in 2024, these powerhouse entities shared two key traits: soaring global demand and the ability to single-handedly boost a nation’s GDP. But while missing out on Era’s tour tickets may be disappointing, it’s not going to hurt your health. 

In contrast, the meteoric rise of Ozempic from humble diabetes drug to pharmaceutical phenomenon has thrust the industry into uncharted territory, blending celebrity influence, social media trends, and off-label drug use, to create a perfect storm of demand, shortages, and easy opportunities for counterfeiters to take advantage of desperate patients. 

And so, in this issue’s cover feature, we explore how a can transcend its original purpose and the real-world consequences of “trendification” in healthcare.

But we’re not just posing questions – we’re exploring solutions. Our features on communication strategies and data-driven storytelling offer practical tools for thriving in this new landscape. Plus, our timeline of Scottish medical innovations reminds us that adapting to change is part of our industry’s DNA.

From TikTok trends to time-honoured traditions of innovation, this issue spans the full spectrum of our evolving industry. As you delve into the complexities and opportunities discussed in this issue, I challenge you to think creatively. How do we turn potential disruptions into opportunities for meaningful innovation? And are we prepared to navigate this new landscape while staying true to our scientific roots?

Eloise McLennan
Deep Dive editor