In a recent article for PM360, Susan Perlbachs, Chief Creative Officer at EVERSANA INTOUCH, delves into the growing trend of celebrity influencers in pharmaceutical advertising, exploring both the opportunities and challenges they present.
She highlights how celebrities can provide brands with instant recognition and broad reach, sharing examples like Travis Kelce’s involvement in Pfizer’s “Got Booster?” campaign, which tapped into his vast audience to promote COVID-19 booster shots.
Susan also addresses the importance of authenticity in these partnerships. Cyndi Lauper’s collaboration with Novartis for Cosentyx is a prime example of how personal stories can add credibility and emotional resonance to a campaign, creating a connection that purely transactional endorsements often lack.
However, she emphasizes that leveraging star power in pharma isn’t without its risks. From high costs to potential regulatory pitfalls—as seen with Kim Kardashian’s controversial endorsement of Diclegis—Susan warns that brands must carefully weigh the benefits against the challenges.
“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.”
Read the full article online at PM360.