Celebrities and pharma product endorsements
Exploring the influence of celebrities in shaping consumer perceptions and market reach in the pharmaceutical industry (1,028 words, 5 minutes)
Celebrity endorsements have long been a staple in marketing strategies across multiple industries, and pharmaceuticals and health products are no exception. According to a study in the International Journal of Business Management and Economic Research, celebrity endorsement is considered a winning marketing strategy to build a unique identity for the brand. These partnerships leverage the influence and appeal of well-known figures to promote products and brands to a wider audience. Recently, the collaboration between actor Michael Cera and L’Oreal’s skincare brand CeraVe has sparked interest in the impact of celebrity endorsements in the pharmaceutical industry.
Cera, known for his roles in films such as Juno, Superbad and Scott Pilgrim vs. The World, might seem like an unlikely choice for a skincare endorsement. He isn’t necessarily known for his flawless skin or beauty routines. However, Brand Vision Insights notes that CeraVe’s decision to partner with Cera reflects a growing trend of using unconventional tactics to reach new demographics and appeal to younger consumers who may resonate with his quirky persona. Additionally, his last name is in the product name itself, creating a whimsical association.
Celebrities endorsing skincare or pharmaceutical products are not a new phenomenon. In the past, there have been several collaborations, such as Jennifer Aniston for Aveeno, Beyoncé for L’Oréal, Justin Bieber for Proactiv, and multiple celebrities for Cover Girl. While most collaborations are focused on cosmetics, some celebrities have also partnered with pharmaceutical companies to advertise prescription or over-the-counter medications. This was the case of former Peruvian soccer superstar Chemo Del Solar and Apronax, a Latin American brand of Naproxen. Another example is Cyndi Lauper endorsing Cosentyx, a prescription therapy used to treat psoriasis. These partnerships showcase the power of celebrity endorsements in shaping consumer perceptions and driving sales.
However, the effectiveness of celebrity endorsements in the pharmaceutical industry is not without scrutiny. Knowledge at Wharton, a business journal from the Wharton School of the University of Pennsylvania, writes that celebrities can overshadow and steal consumer attention away from the brand. In other words, consumers tend to focus on the celebrity, not the product being promoted. Additionally, the credibility of celebrities endorsing healthcare products could be questioned, as their knowledge of medical or skincare matters may be limited. A study on Heliyon notes it is important to keep celebrities' expertise in mind. The study notes that a celebrity-endorsed ad is more likely to be successful when the celebrity's knowledge about the product is convincing to consumers.
THIS WEEK 03/05/24
JAMP Pharma Group announced the commercial launch and product availability of Jamteki, a biosimilar of Stelara (ustekinumab), for the treatment of Crohn’s disease, ulcerative colitis, plaque psoriasis, and psoriatic arthritis.
The U.S. FDA has approved Allecra Therapeutics’ cefepime/enmetazobactam (Exblifep) for treatment of complicated urinary tract infections (cUTIs), including pyelonephritis, in adult patients.
Amgen Canada’s ustekinumab for injection (Wezlana) and ustekinumab solution for intravenous infusion (Wezlana I.V.), a biosimilar to Stelara, are now available in Canada for adult and pediatric plaque psoriasis, psoriatic arthritis, Crohn’s disease, and ulcerative colitis.
Therapeutic Solutions International, a clinical-stage stem cell and immunotherapy company, has been granted a patent on commercially available QuadraMune and similar compositions, to stimulate natural killer cell activity in patients with Covid-19.
LISTEN UP
In season 12 of the NPC Podcast, Aldona Armstrong, Commercial Solutions Lead, Immunology at UCB, gives insights into patient advocacy initiatives, working with key opinion leaders, and ways to implement specialty marketing approaches. Hear her in conversation with podcast hosts Mitch Shannon, Jim Shea and Mark McElwain.
CANADIAN HEALTHCARE MARKETING HALL OF FAME
The Canadian Healthcare Marketing Hall of Fame awards were established in 2002 to honour healthcare marketers who have contributed to our vocation and inspire others.
More than 100 honourees have been selected during the past 21 years. In the selection committee’s view, they represent a cross-section of the qualities that make our business unique and fulfilling. NPC Healthbiz Weekly will acknowledge the 2023 Hall of Fame Honorees over the next few weeks. Nominate a colleague for the 2024 Canadian Healthcare Marketing Hall of Fame here.
2023 Inductee
Janine Pajot
Vice President Human Resources
Bayer Canada
Toronto
It was at a social gathering where Janine Pajot had an opportunity to interact with pharmaceutical sales representatives, and she realized she wanted to work in the pharma industry. “They were really excited and passionate about what they did,” recalls Pajot. “I left that gathering thinking, ‘That is what I want to do.’ I set a goal to find a role in the pharmaceutical business, and that is how I started my journey.” It was in her hometown of Windsor, Ont. where that journey began with Pajot out in the field as a sales representative for Fournier Pharma Inc., later relocating to Montreal to take on several marketing-related roles at Fournier. Pajot left pharma for a short period to become an account director at Anderson Advertising, an agency focused on the pharma space. She came back to the client side and joined Berlex Canada Inc., a company with a strong concentration in women’s healthcare, and then moved to Toronto when Bayer acquired Berlex in 2007. She successfully headed the marketing of women’s healthcare products as the franchise transitioned to Bayer, responsible for substantial growth in sales—25% over the previous year. That achievement led to a promotion as Bayer’s national sales manager (community specialists).
A new challenge was holding dual roles at Bayer, that of Acting Director, Corporate Communications and Regional Business Director. “The opportunity meant I was doing essentially two full-time jobs at once,” explains Pajot. “I saw this as an opportunity to learn new skills and explore new terrain. I had this mindset of ‘Just put me in, coach.’
Pajot took on other leadership roles at Bayer before being named Vice-President of Human Resources in 2018. “I had always been interested in human resources because, for me, people are at the core. It doesn’t matter how great a product or service you have, the heart of your business is people,” she says.
Since taking on the HR leadership role, Pajot has spearheaded Bayer Canada’s Diversity, Equity, and Inclusion Strategy and has increased organizational awareness around mental health and wellness.
In her current role, Pajot sees herself as instrumental in improving patient care. “I support our employees who support our patients,” says Pajot. “Though my roles have changed over the years, my ‘why’ in pharma has never changed. It has always been about the best for patient care. I’m extremely proud of the work we do in our industry. The care and commitment to patients and their families is our collective mission. To be able to play a small role in the betterment of Canadians is an honour.”.
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