Hollywood’s influence is nothing new. Icons like James Dean and Marilyn Monroe have previously set trends. Today, celebrities such as Gwyneth Paltrow, Ryan Reynolds, Jennifer Aniston, Miles Teller, and Selena Gomez are launching entire brands based on their on-screen personas.
The influence extends beyond fashion and lifestyle into the realm of medical products. Currently, there’s a significant surge in the popularity of diabetes drugs like Ozempic, known for their secondary effect of rapid weight loss. Celebrities such as Elon Musk, Chelsea Handler, Oprah Winfrey, Khloé Kardashian, Amy Schumer, and Charles Barkley have publicly admitted to using Ozempic.
This cross-cultural appeal has dramatically increased demand, leading to a shortage of Ozempic. Novo Nordisk, the manufacturer, is struggling to keep up, and this has led to the emergence of competitors and even shady solutions from other pharmaceutical companies trying to capitalize on the trend.
Ozempic was initially released to help those diagnosed with diabetes. It was discovered in 1984 by Dr. Daniel Drucker, an endocrinologist from the University of Toronto, and its source is quite fascinating. Dr. Drucker found that the Gila Monster, a lizard native to the American Southwest, could endure long periods without food by slowing down its metabolism and maintaining stable blood sugar levels.
After acquiring a Gila Monster from the Utah Zoo, Dr. Drucker discovered a key protein called Extendin-4, which was extracted and used to develop the first diabetes treatment known as GLP-1. This innovation laid the groundwork for Ozempic and similar drugs.
Pharmaceutical companies have always used creative marketing tactics to promote their products. Initially, they targeted doctors with incentives like free lunches to encourage them to prescribe their medications. However, modern marketing tactics now focus directly on consumers through magazine ads and television commercials.
Ozempic followed this trend when it launched in the US in February 2018. The marketing team created a catchy jingle based on the 1974 song “Oh Oh Oh It’s Magic” by Pilot. This clever use of nostalgia and melody helped make the drug memorable. The main call to action was “ask your doctor if Ozempic is right for you,” and it proved to be highly effective.
Despite the ads primarily focusing on the benefits for diabetes patients, they always included a subtle line about potential weight loss. This understated promotion contributed to the drug’s popularity.
Celebrity endorsements have always been powerful, but the promotion of Ozempic by celebrities is unique because they are not being paid to endorse the product. Instead, they are sharing their personal experiences, which makes their testimonials even more influential. Celebrities like Oprah Winfrey, Elon Musk, Khloé Kardashian, and Charles Barkley have all publicly admitted to using Ozempic.
On social media platforms like TikTok, influencers have been sharing their “Ozempic journey,” which has created a hub of engagement and positive reinforcement. This has led to a significant increase in demand for the drug.
The overwhelming demand for Ozempic has led to a shortage, particularly affecting those who need it for diabetes treatment. This has also resulted in influencers promoting off-brand and potentially dangerous semaglutide products to their followers. For instance, a TikTok influencer was recently arrested for selling contaminated Ozempic and other weight loss drugs, leading to serious health issues for at least one person.
In June 2021, the FDA approved semaglutide (Wegovy) for weight loss, changing the game. However, Wegovy is more expensive than Ozempic, costing $1,350 per month compared to Ozempic’s $936. Insurance covers Wegovy only if a doctor classifies the patient as obese, leading celebrities and influencers to pay out of pocket and promote it to their followers.
Sensing the opportunity, many pharmaceutical companies have launched their own versions of Ozempic. These include Rybelsus, an oral version, Trulicity, which works similarly but is less effective, and Mounjaro, which has weight loss benefits but lacks cardiovascular approval.
For weight loss specifically, other options include Saxenda, a daily injectable, and Zepbound, which offers weight loss benefits without cardiovascular benefits. There are also numerous other drugs like Dulaglutide, Metformin, Victoza, Tirzepatide, Byetta, and LumaLite. A simple Google search reveals even more options bidding on related keywords.
The popularity of Ozempic and its offshoots is set to continue growing, potentially making them the most popular drugs in the world. The influence of Hollywood and social media, combined with strategic marketing and the emergence of competitors, has created a booming industry around assisted weight loss. However, the demand has also highlighted the dark side of the craze, with shortages and dubious alternatives posing significant risks.
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