In the age of social media, more than ever, celebrity influencers are the darlings of marketing strategies across various industries. Their ability to reach millions of followers and sway public opinion makes them highly attractive to brands seeking to amplify their visibility and credibility. However, when it comes to pharmaceutical advertising, a more complex question arises: Can a celebrity influencer work effectively for your brand?
This question delves into the heart of an industry where trust, accuracy, and compliance are paramount. A misstep here doesn’t just result in lost sales; it can lead to serious reputational damage, legal issues, and most importantly, a potential impact on patient health. Yet, when done correctly, leveraging a celebrity influencer can be a game-changer.
The Appeal of Celebrity Influencers
The allure of celebrity influencers is undeniable. They offer a combination of reach, relatability, and emotional connection that’s difficult to replicate. But as marketers we know that in the context of pharmaceuticals, the stakes are higher, and the challenges more pronounced.
Let’s start with the ‘pros’:
Wide Reach and High Engagement Celebrity influencers come with established audiences, often in the millions. This massive reach can catapult a brand’s visibility overnight. In an industry like pharma, where brand recognition and memorability can be a significant hurdle, this kind of exposure is invaluable.
A great example is Travis Kelce’s endorsement of Pfizer’s “Got Booster?” campaign. As a high-profile NFL player–with the halo of a massive Swiftie fan base–Kelce brought significant attention to the importance of COVID-19 booster shots. His involvement in the campaign instantly amplified the message, reaching millions of people who may not have been actively considering a booster shot.
Credibility and Trust
In healthcare, trust is currency. Patients and consumers need to believe in the efficacy and safety of the products they use. Celebrities, particularly those who are admired and respected, can transfer some of their credibility to the brands they endorse. This trust is especially impactful if the celebrity has a personal connection to the health issue in question.
Think of Michael J. Fox’s advocacy for the Parkinson’s community. As a beloved actor who has been open about his own battle with Parkinson’s, Fox has become a powerful voice related to the disease, bringing an added layer of credibility and trust. His deep understanding of the challenges posed by Parkinson’s make his support profoundly compelling and encouraging.
Emotional Connection
Celebrities often evoke strong emotional responses from their followers. This connection can be harnessed to create powerful, memorable campaigns that resonate on a deeper level. A celebrity’s personal story of dealing with a health issue can humanize a brand and create a compelling narrative that encourages consumers to take action, like trying a new medication.
This was the case in Cyndi Lauper’s partnership with Novartis to promote Cosentyx. Lauper had been open about her psoriasis struggles, and her involvement in the campaign added an authentic, emotional element to the messaging. Through commercials and social media, Lauper shared her journey, humanizing Cosentyx, and creating a relatable and compelling narrative for others.
Media Attention
Celebrity involvement often attracts media coverage, providing brands with additional exposure without the extra costs associated with advertising. This can be particularly beneficial when launching a new drug; the media buzz generated by a celebrity endorsement can amplify the reach of the campaign far beyond its initial scope.
A prime example is Simone Biles’ partnership with Mounjaro for type 2 diabetes. The campaign debuted during the 2024 Summer Olympics, gaining widespread attention not only because of Biles’ status as an Olympic icon but also due to the personal connection she and her mother, Nellie Biles, share with diabetes. Their endorsement helped shine a spotlight on Mounjaro, driving significant media coverage and public interest in the treatment. The involvement of Simone and her mother added a layer of authenticity and emotional resonance, which was amplified by the media buzz that followed. This partnership increased awareness of Mounjaro and aligned the drug with a beloved and trusted public figure, creating a powerful narrative that extended the campaign’s reach far beyond traditional advertising channels.
While the ‘pros’ are strong, there are also ‘cons’:
High Costs
The allure of celebrities comes at a steep price–and there’s no guarantee that the endorsement will translate into increased sales or improved health outcomes. As an example, Lady Gaga was reportedly paid $2 million for her endorsement of Pfizer’s migraine medication, Nurtec ODT. Travis Kelce surely wasn’t cheap either.
“The allure of celebrities comes at a steep price–and there’s no guarantee that the endorsement will translate into increased sales or improved health outcomes.”
Reputational Risk
Celebrities are human and controversies can spill over into their professional endorsements. A celebrity entangled in a scandal can quickly become a liability, dragging the brand down with them. In the pharma industry, where trust is paramount, any negative publicity linked to a celebrity can cause lasting damage.
While “Squatty Potty” may not be a top-tier pharma brand name, the consequences following controversy for their celeb spokesperson Kathy Griffin in 2017 were hefty. The comedian and actress faced significant backlash after sharing a controversial image of herself holding a bloody replica of former president Donald Trump’s head. The act of provocation led to a series of professional repercussions, including Squatty Potty dumping her, her being dismissed as New Year’s Eve host for CNN, and theaters canceling her upcoming stand-up shows.
Lack of Authenticity
Authenticity is crucial. Consumers are becoming increasingly savvy and can often sense when an endorsement is purely transactional. If a celebrity’s endorsement is perceived as insincere or driven solely by financial gain, it can lead to skepticism about the brand’s motives. This can be particularly damaging in pharma, where stakes are high, and trust is essential.
True to the era in which we live, it doesn’t even matter whether or not the celeb is in fact authentic. Everyone online has an opinion. Such was the case when Lady Gaga took to CTVs everywhere endorsing Nurtec ODT. Some consumers perceived the promotion as driven by financial gain versus genuine personal experience–though some fans came to her defense, noting the importance of shining a light on migraines.
Regulatory Challenges
The pharmaceutical industry is among the most heavily regulated sectors when it comes to advertising. Since celebs are not scientists, it makes it even more imperative that everything be truthful, accurate, and compliant when collaborating with them. Just think back to 2015 when the FDA issued a warning regarding the Kim Kardashian Instagram endorsement of Diclegis, a morning sickness drug. The post was criticized for making misleading claims about the drug’s benefits without adequately addressing potential risks. This regulatory lapse not only led to the removal of Kardashian’s post but also damaged the credibility of Duchesnay USA, the company behind Diclegis. The incident undermined the trustworthiness of a brand already struggling to make a name for itself in the US, after recently expanding from Canadian roots.
Building Your Own Celebrity
Given the potential ‘cons’ of working with celebrities, some brands have chosen to create their own “celebrities,” in the form of brand characters. These fictional personas, like Progressive’s “Flo” or Snapple’s “Wendy,” offer a level of control and consistency that real-life celebrities cannot, as their actions and public personas are entirely dictated by the brand.
Creating a brand celebrity allows for the development of a consistent, long-term brand identity. These characters can be carefully crafted to embody the brand’s values and message, ensuring alignment with the brand’s goals. Moreover, they can evolve over time, adapting to changes in the market or consumer preferences without the unpredictability associated with real-life celebrities.
In the pharmaceutical industry, where trust and credibility are paramount, creating a brand character can be a highly strategic move. Characters can become trusted figures in their own right, providing a reliable and consistent presence in the market. Additionally, they can help humanize the brand, making it more relatable and approachable.
Another alternative to celebrity influencers to consider is leveraging KOLs. KOLs bring invaluable credibility and expertise, particularly when educating about complex medical issues or high-science treatments. It is important to recognize KOLs are not without their own challenges. They may have competing professional obligations, and their influence is often limited to their specific area of expertise, which may not translate to a broader consumer audience. Nonetheless, if the circumstance is appropriate, it could be a highly compelling, credible strategy.
The decision to use a celebrity in pharmaceutical advertising warrants a thorough look at the risk/benefit profile. By employing a thoughtful and strategic approach, brands can determine whether a celebrity is the right fit for their campaign, ultimately driving both brand awareness and positive health outcomes. In a world where trust is paramount, the success of celebrity endorsements in pharma relies not just on the star power of the influencer, but on the authenticity, credibility, and alignment of the partnership with the brand’s core values and mission.
