The Unstoppable Rise of the GLP-1 Commercial
Forty years ago, drug commercials were an experiment. Today, they are background noise. Turn on the tv and the high-energy ads for GLP-1 drugs are sandwiched between commercials for fast food and detergent.
It is a uniquely American phenomenon to market medicine with the same energy as toilet paper. We mute the commercials, wonder who would take a drug with so many side effects, and wish we could skip them, but they keep airing.
Why? Because in the American marketplace, we don’t treat patients, we create consumers.
How these commercials are used
From a health communication standpoint, these commercials are intended to raise awareness of new medications. The aim is for someone to see it on television and then ask their doctor to prescribe them the medication.
These commercials often include “real life” scenes, such as spending time with friends and family, being active, or living everyday life, and they are meant to be relatable to catch the viewer’s attention.
Side effects of these prescriptions seem to be quickly addressed, each symptom scarier than the next. However, drug manufacturers continue to promote their products to sell a better quality of life, even if they know the risks of serious threats to health and life.
Advertisers also use television to reach a large demographic. These commercials have now reached streaming services. Once a private escape from the commercialized public broadcasting, services like Hulu and Peacock promote the same advertisements as cable television.
The brand matters
In the healthcare space, brand recognition is key to influencing the use of the product. If a consumer does not know the brand they are using, then they will be less likely to reach for it.
This is why celebrities are often seen in advertisements. The population already knows who they are, so if they are endorsing a product, it must be a good choice.
During the Super Bowl on February 8th, advertising spots were going for around $8 million. When it came to advertisements about GLP-1, many of these ads included celebrity appearances endorsing the product and praising it as the reason they have lost weight.
Wegovy, which produces GLP-1 medications, debuted its new pill in its first-ever Super Bowl commercial. In it, they show that this pill offers what Americans are often willing to spend money on: convenience.
Cameos from celebrities like Keenan Thompson, DJ Khald, and Danny Trujio were also used to appeal to multiple generations, as obesity and diabetes affect multiple demographics in the United States.
Telehealth company Ro also tapped tennis player Serena Williams to promote its app and self-pay GLP-1 option.
While GLP-1s are new within the last two years, they have skyrocketed in popularity, and manufacturers drive sales through their brand.
Losing weight is now a status symbol
With the cost of living rising and consumer debt increasing each year due to inflation, the new status symbol is being healthy.
Consumers can’t control the increasing cost of goods, but their health is something they can control based on their lifestyle and personal choices.
Like anything that is advertised on television, GLP-1s are positioned as a product you can purchase to achieve your desired goal. Just as a mop is advertised to clean up a mess, GLP-1s are advertised in the same way, showing that taking a pill or injection can solve the problem of wanting to lose weight.
But instead of promoting living a healthier lifestyle or eating more nutritious foods, GLP-1 advertisements are focused on the outcomes and ignore reality.
These commercials do not depict the truth of how these drugs work, which is by suppressing your appetite permanently. They also do not address that rapid weight loss from the use of GLP-1 has been linked to decreased bone density if not accompanied by diet and exercise.
As the GLP-1 market continues to grow, there is no sign of slowing down. The unstable economy will still leave people unemployed. Rental prices will continue to remain high, and utilities will continue to skyrocket. However, people who want to lose weight will spend money on GLP-1 medication.
The future of GLP-1s
Insurance companies are denying more claims to cover GLP-1s (unless you meet a certain criterion). This is why telehealth companies like Ro are becoming more popular, because they accept cash pay for GLP-1s and allow you to cut through the restrictions of insurance companies.
While there has little research has been done on the correlation between viewing GLP-1 commercials and purchasing of products, these commercials have at least brought awareness to the availability of GLP-1s, and they will continue to be in heavy rotation when we turn on our favorite TV shows, movies, or sports games.
Additionally, GLP-1s have contributed to weight loss trends, but their long-term side effects could bring a more costly burden on the healthcare system in the future. It is important to consider the impacts of these products while also assessing the benefits of decreasing obesity rates among the population.
Overall, like any other product we see a commercial for, we need to have the purchasing power to buy it. But sometimes there is a hidden cost that the advertisement does not show us, and we have to ask ourselves: Is it worth the investment?