Looking into the crystal ball: Five predictions for Biopharma in 2025

As 2024 winds down, the biopharma industry stands at the precipice of significant transformation. From blockbuster drug launches to paradigm-shifting technologies, the past year has been a whirlwind of activity. But what’s on the horizon for 2025? Here are five predictions that explore where the industry might be headed next, grounded in current trends but looking forward to what’s yet to come.

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1) Big Pharma Digital Ad Spend Hits All-Time Highs, Streaming Leads the Way

Pharma companies have long relied on TV advertising to drive awareness and adoption of their blockbuster drugs. But in 2025, the shift to streaming platforms will reach new heights. Case in point: during Netflix’s first live NFL broadcast, it felt like every other ad was for a GLP-1 drug. Novo Nordisk and Eli Lilly—the powerhouses behind this category—are leading the charge, but expect the entire industry to follow suit.

Streaming platforms offer granular targeting and broader reach, making them an attractive alternative to traditional linear TV. This shift will likely amplify public discourse around these therapies, particularly in weight loss, while potentially drawing greater scrutiny to pricing and safety concerns. Beyond streaming, we may also see partnerships between pharma and consumer health platforms as companies look to deepen their engagement with tech-savvy patients.

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2) Bispecific Antibodies Stay Hot, Oncology Leads the Way

2024 was a breakout year for bispecific antibodies, particularly in oncology. The PD-(L)1xVEGF class saw major deals, including Summit Therapeutics’ meteoric rise fueled by its Chinese partner Akeso and Merck’s high-profile in licensing deal with LaNova Medicines (link). In 2025, this momentum will not only continue but also diversify.

Bispecifics targeting new mechanisms, such as EGFRxTGF-beta (Bicara’s ficerafusp alfa) and EGFRxLGR5 (Merus’ petosemtamab), are poised to capture attention in late-stage trials. Meanwhile, CD19xCD3 T-cell engagers in autoimmune diseases could challenge the utility of autologous CD19 CAR-Ts. As clinical data emerges, the competition within this space will heat up, drawing significant biopharma investment and solidifying bispecific antibodies as a cornerstone of next-generation therapeutics.