Supreme Optimization

⚠️ Google is phasing out Dynamic Search Ads (DSA), and if you're in Life Sciences, you need to pay attention. AI Max for Search is taking over, with auto-upgrades rolling out later this year. For most industries, this might be a minor workflow change. For regulated sectors like pharma, biotech, and medtech? The implications run deeper. Here's what the transition actually means in practice: 💡URL targeting isn't a 1:1 replacement (yet) AI Max relies heavily on campaign-level exclusions, whereas DSAs allowed more granular control over which pages were included or excluded. Ad group-level URL rules are emerging, but we're not there yet. 💡Automation is no longer optional To unlock URL expansion, you must opt into AI-generated headlines and descriptions. This is a significant shift for teams that have historically maintained tight control over regulated messaging and compliance-reviewed copy. 💡Some oversight exists, but it's limited With URL expansion and text customization enabled, you can review and disable low-quality AI-generated headlines. It's not a perfect safeguard, but it's better than a complete black box. The bottom line for Life Sciences marketers: AI Max isn't a clean DSA replacement today, especially for teams that rely on precise URL targeting and need strict control over ad copy, like those operating in highly regulated industries. But with auto-upgrades likely on the horizon, the time to build a transition strategy is now, not later. Has your team started preparing for the DSA sunset? Drop your questions below 👇

73 years ago, a double helix changed everything. Since then: the Human Genome Project. CRISPR. Personalized medicine. Genomic diagnostics that would have seemed like science fiction a generation ago. The science keeps moving. And the life sciences community keeps showing up to move it. Happy National DNA Day. 🧬

Marketing to scientists is like dating. You wouldn't propose on the first date, so why is your "Learn More" CTA sending prospects straight to a sales form? In a recent episode of the Supreme Pod, Eric Southwell and Irene Lecker audited real LinkedIn ad campaigns from two of the biggest companies in life science and found the same pattern both times: beautiful creative, strong content, and a funnel that asks too much, too soon. One company ran a gorgeous awareness-style ad with a "Learn More" button. Click it, and you land on a page asking you to commit to a free sample request. Two clicks deep, there's a complex product selector. And the whole thing on mobile is nearly unusable. The content after clicking the ad was excellent. A landing page containing stunning infographics and a product video that could have driven an entire top-of-funnel campaign. But none of it was being used as a lead magnet. Prospects who clicked out of curiosity were immediately asked to commit to the free sample. If you want to generate high quality leads with an attractive cost-per-lead then you need to provide something genuinely valuable first. You start a conversation respectfully and you earn the right to ask for contact information by demonstrating that you have something worth the exchange. If your awareness ad sends traffic to a BOFU conversion form, you're skipping a step. Build the middle of the funnel. Gate your best content. Let your prospects raise their hand on their own terms. Full episode on the Supreme Pod (link in the comments).

O'Dwyer's Public Relations News 2026 PR Firm Ranking is out and Supreme Group ranks at no. 1 for growth and 11 on the list (moving up 5 places from 16 in 2025). With a 147.3% increase in fees, it’s the largest gain of any of the 140 firms ranked. To rank no. 1 on growth at this scale reflects something real about how our client partnerships continue to strengthen and evolve. Healthcare strategic communications is a relationship business. The brands that choose Supreme Group aren't looking for a vendor, they’re looking for a long-term partner who understands the complexity of their market, the stakes of their communications, and the pace at which the industry moves. The growth reflected in this ranking is a direct result of those partnerships. Congratulations to the entire Supreme Group team! Click on the link in the comments to view the full list.

Supreme Group is proud to sponsor the MedtechWOMEN inaugural Chicago fireside chat on Wednesday, April 29 at MATTER. Jennifer Fried, Co-Founder and CEO of Flow Medical, joins moderator Stephanie Jones for an evening of unfiltered conversation on building in medtech, from first idea to exit, from the OR to the boardroom. MedtechWOMEN highlights and promotes underrepresented medtech leaders across all races, ethnicities, and gender identities, connecting and inspiring those who will develop solutions for the future of healthcare. Supporting that mission is something we take seriously at Supreme Group. Nicole Osmer, Strategic Advisor at Supreme Group, will be there in person. We hope to see you in Chicago, or online. Link to register in comments.

🐾 Happy National Pet Day! Today, we’re celebrating the pets of our Supremers, the loyal companions who bring balance, comfort, and joy to our everyday lives. From energetic dogs and curious cats, to adorable hamsters, these pets are part of our families and an important part of what makes our community special. They remind us to take breaks, enjoy the moment, and appreciate the small joys that matter most. Thank you to everyone who shared a glimpse of their beloved companions with us.

Happy World Health Day 🌍 Every April 7th, we get a moment to zoom out past the data, the trials, the pipelines, and ask: who is all of this actually for? The answer is the same every time. People. Communities. The patient at the end of a very long chain of decisions. Life science moves the needle on human health more than almost anything else. The research is extraordinary. Years of rigorous work to understand disease, develop treatments, and push the boundaries of what's possible. And then comes the next challenge: getting that science understood, trusted, and into the hands of the people who need it. Both are hard. Both matter. Today we celebrate everyone doing that work in the lab and beyond. 💙

Healthcare marketing is rebuilding from the ground up. Complexity has surged, stakes are higher and the agencies that will lead will be the ones with both the talent and the infrastructure to unleash it. Supreme Group CEO Tom Donnelly explores what that looks like in MM+M - Medical Marketing and Media: why private equity partnership isn’t about bureaucracy, it’s about investing in the people, tools, and systems that enable teams to move faster and solve bigger problems. Integrated data, AI-enabled platforms, omnichannel execution, regulatory fluency. This is the new baseline and meeting it takes more than ambition. It takes commitment to building something that scales. Hear from Tom: https://lnkd.in/eBixSZXm 

If you're running LinkedIn ads for a life science company, here's the hard truth. Your creative probably looks great. Your content is solid. Leads are coming in. But you're likely paying more per lead than you need to, and converting fewer prospects than your content deserves. In our experience, the gap between what these campaigns could deliver and what they currently deliver often comes down to funnel strategy and platform-specific execution, not the quality of your content or your creative team. This is costing life science companies real money and, in some cases, pushing them off LinkedIn entirely. It doesn't have to be this way. Eric Southwell, Chief Growth Officer at Supreme Group, and Irene Lecker, Director of Strategy at Supreme Optimization, went directly into the LinkedIn Ad Library to audit real-life science campaigns, breaking down what's working, where the drop-off is happening, and exactly how to fix it. If LinkedIn ads are part of your growth strategy, this one's worth your time. 🔗 Link in the comments.