Julia Walsh | CEO | Brand Medicine International
Julia Walsh’s journey in healthcare and pharma is marked by a passion for both the science and the art of the industry. With a background in biochemistry and pharmacology, she has always been fascinated by the science of life. However, it was the intersection of science and creativity that truly sparked her interest in the agency side of the industry. Her work has focused on creating innovative communication strategies that translate complex medical content into meaningful stories that connect patients with the treatments they need.
At EliteX, we are proud to have Julia Walsh as part of this edition celebrating International Women’s Day 2025: 10 Unstoppable Women in Healthcare & Pharma, 2025
Her path, however, was not without challenges. Three key moments stand out as pivotal in shaping Julia’s career trajectory. The first was her decision to expand her horizons internationally. Early in her career, Julia worked at small agencies in Australia but was eager to gain experience with global clients. She took a bold step and booked a ticket to New York City where she leveraged her professional network to secure multiple interviews along the renowned “Medicine Avenue”. This leap led to a role at Medicus NY, where she spent the next decade working on global accounts, shaping treatment opportunities for patients worldwide.
“Setbacks are simply stepping stones to success.”
The second challenge came when Julia returned to Sydney and took on the role of Managing Director at Sudler Sydney in 2013. The agency at the time had limited digital capabilities, and much of the business relied on a single client. Diversifying the business became a priority, and Julia quickly realized that overcoming this challenge required rapid upskilling, strategic risk management, and building a resilient team. This period tested her leadership skills and gave her invaluable insights into team culture and how to adapt to a rapidly changing environment.
The third and perhaps most unexpected challenge came with the onset of the COVID-19 pandemic. When her consulting work disappeared overnight, Julia seized the opportunity to explore a question that had always intrigued her: “What really happens when patients and doctors seek health information online?” This curiosity led to the founding of Brand Medicine International and a pioneering approach to “search listening.” Her work in this area culminated in the publication of her book, What We Really Ask Dr. Google, which positioned her company as a leader in digital healthcare insights. Looking back, Julia reflects that the disruption caused by the pandemic gave her the push she needed to step away from the security of regular consulting and explore new avenues, ultimately leading to a career-defining moment.
From these experiences, Julia has gained several lessons that she shares with young professionals in the pharmaceutical and healthcare industries. The first lesson is to create your own opportunities. She believes that taking initiative and leveraging your professional network can open doors that might otherwise remain closed. The second lesson is that leadership is not just about a promotion—it requires a unique skill set, including resilience, risk management, and adaptability. Julia also emphasizes that leadership can be a lonely journey, and it is important to acknowledge that not all senior roles feel like a perfect fit initially. Finally, she encourages young professionals to follow their curiosity. Passion for an idea can lead to defining moments in one’s career, and Julia believes that investing time in learning and exploration is always worthwhile.
“Leadership is not just a promotion – it’s about resilience, risk management, and adaptability.”
Motivation has never been a challenge for Julia. Her insatiable curiosity keeps her engaged, especially as the founder of a company. Running a startup requires relentless drive, and Julia thrives in this dynamic environment. Work-life balance, she says, is achieved through setting clear boundaries and prioritizing what truly matters—enjoying the work she does every day and spending time with her family. Julia is particularly committed to being a great mother to her twin sons, teaching them as much as she can about the business world.
When it comes to innovation, Julia is excited by the opportunities presented by digital health, AI-driven diagnostics, and personalized medicine. The integration of AI in the diagnostic and treatment process is revolutionizing patient care, and Julia believes that those who embrace continuous learning and collaboration will thrive in this rapidly evolving landscape. She acknowledges that the pace of innovation can sometimes lead to feelings of “imposter syndrome,” but encourages her peers to embrace experimentation, fail forward, and take risks.
Among Julia’s proudest achievements is the development of Search Listening Optimization (SLO), a shift from traditional SEO to a more customer-centered approach to digital strategy. Her unique methodology has uncovered blind spots in the healthcare ecosystem, revealing not just what people search for, but how they feel along their patient journey. This insight has empowered clients across the globe to provide more relevant, accurate, and empathetic health information. Her work is helping to shape the digital landscape and expand the commercial potential of therapeutic assets in a responsible, patient-centered way.
Recently, Julia has been appointed by Melbourne University to co-supervise 5 students undertaking a Master of Biotechnology Industry Project to help a US based non-profit organisation promote evidence-based informed choice of natural health products for consumers and healthcare professionals. This contribution of time and expertise is something she is very pleased to be in a position to do as she is passionate about mentoring and coaching others. Julia continuously celebrates the strides women have made in healthcare and pharma, particularly in leadership roles. She has been inspired by many senior women who have successfully balanced professional and family responsibilities. One of the most valuable lessons she learned from them is the power of asking questions. She believes that seeking clarity is a strength, not a weakness, and that admitting uncertainty can foster a culture of open communication. Early in her career, Julia was hesitant to ask questions, fearing it would be seen as a weakness. Now, she realizes that being open about not knowing something builds confidence within teams and encourages collaboration.
“You don’t get what you don’t ask for!”
For young women entering the healthcare and pharma industry, Julia offers a few key pieces of advice. First, she encourages them to know their worth. Confidence in one’s expertise and contributions is crucial. Second, trust your instincts. If something feels wrong, it probably is, whether it’s related to workplace culture or leadership. Julia also advises women to set career goals that align with their dreams and not be swayed by others’ doubts. Her own experience of defying skepticism about her career ambitions serves as proof that with the right planning, anyone can achieve their goals.
Setbacks, according to Julia, are simply stepping stones to success. Rather than dwelling on failures, she focuses on extracting valuable lessons that help her grow professionally. This mindset has given her a sense of comfort in her career as she has learned to embrace uncertainty and change. The more she learns, the more she realizes how much she still doesn’t know, and this has only strengthened her resolve to continue moving forward with a sense of adventure.
For Julia, the key to a successful career in healthcare and pharma is a combination of passion, attention to detail, intellectual curiosity, and the ability to foster meaningful professional relationships. She encourages young professionals, especially women, to enjoy the people they work with and nurture friendships that go beyond the professional sphere. Strong teams, built with diverse perspectives, are essential to success, and Julia believes that the best ideas often emerge from such diversity. Staying at the forefront of industry trends requires continuous research and collaboration. At Brand Medicine International, Julia and her team dedicate time to researching digital health trends, hosting roundtables, and networking with the pharmaceutical community. She often sets aside Fridays for learning, ensuring that she stays up to date with the latest developments in the industry.
Looking ahead, Julia anticipates three major challenges for the healthcare and pharma industries over the next five years. The first is balancing profit and patient-centricity. Companies must remain committed to patient-centered objectives while delivering shareholder value. The second challenge is the disruption caused by AI, which requires organizations to embrace change and foster a culture of innovation. The third challenge is ensuring global health accessibility, especially in the face of political and environmental factors that could further limit healthcare access worldwide.
Julia’s mission is to improve the accessibility and quality of health information for both patients and healthcare professionals. Through her research and work at Brand Medicine International, she is helping to refine digital content, eliminate misinformation, and support patients in their health journeys. Beyond her professional contributions, Julia hopes to be remembered as a mentor and teacher, someone who has helped others make meaningful contributions to the industry.
As International Women’s Day 2025 approaches, Julia encourages her female colleagues to embrace their curiosity, nurture their dreams, and boldly take steps in their careers. The future of healthcare is flexible, and Julia believes that together, women can shape a more informed, empathetic, and innovative industry. She is inspired by the words of Ruth Bader Ginsburg, who said, “Women belong in all places where decisions are being made—especially in healthcare.” Julia reminds young women entering the industry to take their place with confidence, ask questions, and enjoy the journey that a career in healthcare and pharma offers.
“Women belong in all places where decisions are being made – especially in healthcare.” – Ruth Bader Ginsburg