Doctors or influencers: Who really drives treatment decisions now?

Social media has emerged as a transformative force in the pharmaceutical industry, reshaping how patients perceive, access, and discuss medications like GLP-1 receptor agonists (GLP-1 RAs) such as Ozempic/Wegovy and Mounjaro/Zepbound. Platforms like TikTok, Instagram, and Reddit have fuelled unprecedented demand, often for off-label use, hence introducing significant challenges. For pharma manufacturers, engaging with social media trends is no longer optional—social listening for pharma brands is essential to address misinformation and improve patient education.

From Virality to Vulnerability: What Pharma Must Learn from Buzzing Social Media Trends

Social media is Driving Awareness, (Mis)information and Demand

Social media has amplified conversations about GLP-1 RAs, creating widespread interest:

• Viral Growth: Over 90% of Reddit posts about GLP-1 RAs appeared after Wegovy’s FDA approval for obesity in 2021 (Source). Platforms like TikTok amplify dramatic weight-loss transformations and “success stories,” influencing prescription trends (Source)

• ‘Health’ experts and celebrity influencers: Public figures like Oprah Winfrey, Kim Kardashian, Amy Schumer, James Corden (known as Ozempic influencers), and other influencers, often claiming to be ‘health experts’ have glamorised GLP-1 RAs, fuelling off-label demand for cosmetic purposes while overshadowing their intended medical uses

• GLP-1 RA User Experiences: Reddit has become a hub for GLP-1 RA user-reported outcomes, including weight-loss successes, struggles with insurance coverage, and discussions on how best to manage side effects, with users often turning to online sources rather than medical professionals

Managing Supply Chain Challenges to Support Real Patients 

• Viral popularity has led to shortages, leaving people living with diabetes struggling to access essential treatments. Manufacturers must balance supply optimisation with equitable distribution 
• It is also leading to a grey market for the products, as recently discussed in my colleague Caryl Khan’s article (linked here). 

Combating Misinformation in Pharma

• Popular media, such as newspapers and social media algorithms, often amplify content, leading to unsafe practices like extreme diets combined with GLP-1 RAs. Pharma companies must ensure that the right content is educating users about safe drug use while dispelling myths that are going viral

Navigating Pharma Regulatory Complexities on Social Media

• Direct-to-consumer advertising (DTC) on social media raises ethical concerns, especially in the US where it is permitted. Manufacturers must ensure compliance with advertising standards while maintaining transparency

How research and insights can help pharma manufacturers navigate social media trends

Insight agencies are empowering pharma companies to navigate the complexities of social media effectively:

Social Media Monitoring and Insights: Tap Social Signals, Spot Trends and Stay Ahead of The Curve

• Sentiment Analysis: By tracking conversations (social listening) on platforms like TikTok, Instagram, and Reddit, we can monitor and analyse public opinion towards your own, as well as your competitor’s products, thereby uncovering gaps (unmet needs) in the market and further optimising your business strategy

• Trend Identification: Monitoring social media algorithms (in addition to the popular media, such as, newspapers, magazines, and all other public-access information) and viral content allows us to identify trends, and thereby respond proactively

• Influencer Mapping: Identifying, analysing and selecting influencers whose content, audience, and voice aligns with your brand's goals, can ensure better resonation of your brand’s messages with the right audience while adhering to regulatory standards

Targeted Marketing Strategies Critical for Pharma Success

• Communications Optimisations: We can test engaging yet compliant content for social media campaigns, helping to fight disinformation

• Audience Segmentation: Using data from social media platforms and any other data, we can segment audiences based on System 1 and System 2 thinking, attitudes, and behaviours and advise on how to activate the different groups identified. This includes exploring the language your target audience uses and which of your messaging will resonate most

Competitive Benchmarking

• Analysing Competitor Strategies: By studying competitors' social media campaigns, we can help identify areas of differentiation and further refine your strategies to stand out

Public Health Impact Analysis

• Behavioural Insights: Social media data can reveal behavioural changes associated with any specific drug in question, which you can use to explore for new therapeutic applications or repurposing opportunities

While social media has boosted awareness and demand for GLP-1 RAs, it has also introduced significant challenges such as supply shortages, misinformation, misuse, and regulatory concerns. By leveraging social media analytics for monitoring trends and optimising marketing strategies, manufacturers can navigate this evolving landscape effectively while safeguarding their reputation.

Pharma manufacturers must act now to stay ahead of the curve. By integrating these strategies into your marketing plans, you can address the evolving dynamics of social media and position your brand as a leader in customer centric care