Ozempic medication

Ozempic: Drug of the Year

by HaileyResearchPosted on No Comments

Introduction

One of the best selling drugs of the year, second only to the cancer-treatment Keytruda, is used to treat the worldwide pandemic of… obesity. Glucagon-like peptide-1s (GLP-1s) are topping the charts of worldwide drug sales in 2024, specifically Ozempic. By the end of 2024, Ozempic sales are projected to reach 16.1 billion USD; but what is Ozempic and why is it so popular?

Ozempic, also known as semaglutide, is a once-weekly injection medicine used to help treat type 2 diabetes in adults. Ozempic operates by stimulating insulin secretions and releasing a hormone that tells the brain you are full; it also aids in slowing digestion, potentially leading to weight loss. However, Ozempic is not approved by the Food and Drug Administration (FDA) for weight loss. How does a type 2 diabetes medication that is not FDA-approved turn into the number one weight loss injection in the world?

Background

Type 2 diabetes is a chronic disease in which the body does not respond properly to insulin, also known as insulin resistance. Type 2 diabetes is primarily caused by poor dietary habits and a sedentary lifestyle. It is most common in overweight or obese adults. Due to the lifestyle of type 2 diabetics, the pancreas is not able to produce enough insulin to meet the body’s needs. Type 2 diabetes is not curable, but patients can enter remission through weight loss, dietary changes and physical activity. When normal blood sugar levels are reached, type 2 diabetics have the ability to live a life without diabetes medication, but they must continue to monitor their blood sugar and continue healthy lifestyle choices. Most patients; however, require diabetes medication for the rest of their lives.

The FDA approved Ozempic for the treatment of type 2 diabetes in December of 2017. Ozempic was released on the market in 2018 by the company Novo Nordisk. Novo Nordisk proposed the drug to investors under the following competitive U.S. label:

Profile:

  • Ozempic is indicated as an adjunct to diet and exercise to improve glycemic control in adults with type 2 diabetes.
  • Ozempic is approved for use in two therapeutic dosages, 0.5 mg and 1 mg.

Efficacy:

  • Statistically significant reduction in HbA1C  compared with placebo, sitagliptin, exenatide extended-release and insulin glargine U100.
  • Statistically significant reduction in body weight confirmed in all trials against all comparators.

Safety:

  • Ozempic demonstrated a safe and well-tolerated profile across the SUSTAIN program.
  • In SUSTAIN 6, there were 108 MACE events with Ozempic compared to 146 events with placebo, equivalent to an event rate of 6.6% with Ozempic and 8.9% with placebo.

Convenience:

  • To be launched in the Ozempic Pen, the latest generation of Novo Nordisk prefilled devices.
  • Once-weekly subcutaneous injections.

The semaglutide (Ozempic) medication was not released as a means of losing weight, but rather as a way of controlling hunger levels and blood sugars, which inherently lead to weight loss in type 2 diabetes patients. 

After the discovery of semaglutide for weight management, the FDA approved another semaglutide under the brand name Wegovy in June of 2021. Wegovy was the first semaglutide medication approved for chronic weight management in overweight and obese adults. Containing the same drug as Ozempic, Wegovy is a higher-dose semaglutide manufactured by Novo Nordisk. Wegovy can be prescribed to patients without a type 2 diabetes diagnosis. Following its release, Wegovy quickly gained traction in the media due to the simplicity and effectiveness of its weight loss properties.

Between 2022 and 2023, the use of semaglutide medications for weight loss skyrocketed. The drug infiltrated the celebrity popular scene, promoting the use of Ozempic and Wegovy “off-label”. Off-label drug use occurs when doctors prescribe a drug for a different purpose than what the FDA originally approved. Today, 15% of Americans have used Ozempic for weight loss and off-label Ozempic prescriptions have reached an all-time high of 33%. A drug originally prescribed for type 2 diabetes has turned into one of the most popular drugs for weight loss of the year. Although Ozempic has been available for six years now, the drug’s recent rise to fame can be attributed to its marketing campaigns. 

Campaigns

Novo Nordisk

Novo Nordisk first launched its direct-to-consumer campaign for Ozempic on July 30, 2018. According to iSpot.tv, the 90-second Ozempic advertisement was broadcasted over 122 times within the first month. The original advertisement, set to Pilot’s 1974 hit song “Magic”,  featured a variety of older-adults participating in their day-to-day activities with the help of Ozempic. During the commercial, a voiceover states that Ozempic users achieve and maintain lower blood sugar levels and A1C levels under 7%. The voiceover also emphasizes that Ozempic may lead to weight loss, with an on-screen pop-up clarifying that it is not a weight loss drug. Today, Novo Nordisk has 15 nationally-aired television ad campaigns for Ozempic, including the original “Oh! Oh! Ozempic” ad. According to iSpot.tv, in the past 30 days, Ozempic has had 1,488 airings of its commercials. The Ozempic campaign has an airing ranking of #720 with a spend ranking of #92 compared to all other advertisers.

Digital Platforms

Ozempic has gained serious traction across all social media platforms as people gain interest in what it is, who has taken it and what are the side effects? Beyond standard social media “rumor marketing,” Ozempic has strategically maintained space within social media and other digital platforms by utilizing the following resources:

  • Social Media Influencers and Celebrities: Chelsea Handler and Elon Musk were two of the first celebrities to speak about their experience on semaglutide medication in 2022. Since then more celebrities like Rebel Wilson, Tracy Morgan and Oprah Winfrey have openly spoken about their experience taking Ozempic for weight loss. With the rise of celebrities admitting to use of the drug, accusations of celebrities taking Ozempic or other GLP-1 medications have caused the drug to gain even more traction.
  • Diet Programs and Telehealth Websites: Diet programs such as WW (Weight Watchers) and Noom have partnered with prescribers to offer the semaglutide drug as an aid in a client’s weight loss program. Telemedicine programs like Ro, Hims and Hers, also offer semaglutide prescriptions on the homepage of their website. Insurance options and testimonials with the medication are also included at the forefront of these telemedicine programs. This type of product placement encourages new and existing users to consider the drug upon visitation.

Stakeholders

Apart from the typical stakeholders involved in the marketing and advertising campaigns surrounding Ozempic, many groups play a key role in the production, regulation and use of Ozempic. 

Pharmaceutical Companies

Pharmaceutical companies are the largest stakeholders involved with Ozempic and other semaglutide medications. Pharmaceutical companies are not only responsible for the production, distribution and price of the drug, the companies also have a fiduciary responsibility to other stakeholders. Pharmaceutical companies have the responsibility of finding investors willing to finance the research and production of the drug, convincing doctors to prescribe the drug, informing insurance companies of the importance of the drug for quality of life and convincing the companies to fund the drug, encouraging pharmacies to distribute and sell the drug and convincing patients to use and advocate for the prescription of the drug to enhance their quality of life. 

Healthcare Providers

Healthcare providers hold stake in the distribution of Ozempic in both positive and negative ways. Doctors are responsible for prescribing and monitoring all patients prescribed Ozempic. Doctors can benefit from reimbursement programs, more patient visits and increased medical costs. On the other hand, doctors can also be held responsible for malpractice and off-label prescriptions in relation to the drug. 

Pharmacists also have a huge responsibility in relation to the semaglutide drug. Pharmacists are responsible for the distribution of the medication to patients and education in relation to the drug. They are responsible for teaching patients how to properly administer the drug and offering medicinal counseling in relation to the drug. Pharmacies also have to maintain stock of the drug in order to provide new prescriptions and refills in an accurate and timely manner.

Patients

Patients hold stake in the use of Ozempic. Ozempic, whether used for type 2 diabetes or weight loss treatment, requires proper care and treatment surrounding the drug. Individuals with type 2 diabetes seek out the drug for increased blood sugar control and A1C management. Overweight or obese individuals using the drug seek out easier weight control management.

Insurance Companies

Insurance companies are responsible for providing coverage for the drug, whether through pre-approved programs or provider reimbursements. Insurance companies control patient access to semaglutide medications, and can even choose to cover or deny certain brands of the prescription. They also have the ability to choose the deductible or copay for patients based on the necessity of the drug.

Regulatory Bodies

Ozempic is a drug prescribed to patients in many countries across the world. It is the responsibility of many national agencies to ensure the safety and efficacy of the semaglutide medication before allowing it to be prescribed to patients. This includes, but is not limited to, the U.S. Food and Drug Administration, the European Medicines Agency and Health Canada. These companies also track any common side effects and safety concerns involving the drug after approval.

Type 1 and 2 Diabetics

Diabetics, type 1 and 2 alike, are the lesser-known stakeholders in the semaglutide world. With the increase in production of Ozempic and other semaglutide medications, pharmaceutical companies are not able to manufacture insulin at the same rate they once had. Insulin and other diabetic-specific drugs have been placed on backorder across the country for the past year. Novo Nordisk has chosen to discontinue certain types of insulin products and no longer offer forms of others. Manufacturing delays, increased demand and pharmaceutical company shifts are leaving diabetics around the world without medication necessary for life. As long as pharmaceutical companies choose to prioritize the manufacturing and pharmacies choose to prioritize the distribution of semaglutide medication, diabetics around the world will continue to face health disparities at the hands of the pharmaceutical companies.

Campaign Analysis

Campaign Objectives

The stakeholders and campaign initiatives of Ozempic have presented the specific objectives for the release of the medication:

  • Promotion and awareness of the brand: Through consistent brand design, messaging and an easily-recognizable jingle, Ozempic remains at the forefront of the semaglutide race. The use of celebrity spokespeople, social media platforms, digital channels and testimonial campaigns make Ozempic a universally-recognized product.
  • Education and information of the medication: Marketed as a type 2 diabetes medication, all advertisement campaigns in relation to the brand promote the health benefits from blood sugar control to weight management. Each campaign initiative targets a different consumer segmentation, pushing the benefits of Ozempic to all platforms.
  • Available and easy solutions: Ozempic is marketed as a once-weekly injection covered by insurance, promoting the availability and convenience factors to all patients. Highlighting the low-rate of injections required and the payment plans available, Ozempic positions itself as a quick and easy solution for type 2 diabetes and obesity.

Campaign Shortcomings

Although the Ozempic campaign is arguably one of the most successful campaigns of 2024, the brand faces many shortcomings, especially in relation to ethical concerns. When dealing with marketing campaigns involving serious prescription drugs, accurate and transparent information surrounding the use of the drug is imperative in all marketing initiatives.

  • Side effects: Ozempic fails to release any of the severe side effects patients may experience when prescribed the drug. As a result, many lawsuits have been filed against Ozempic claiming that the manufacturers knew and did not disclose the associated risks of the drug. Patients have reported gastroparesis, ileus and bowel obstruction as side effects from the drug.
  • Deceptive marketing: Any pharmaceutical company or health professional promoting a drug must fully disclose the intended use, potential side effects and associated costs with the medication. Ozempic is not FDA-approved for weight loss and promotion of the drug as a weight loss drug goes in direct violation of the regulations governing the drug. Off-label use prescriptions also increase the risk the drug poses to the patient.
  • Ozempic rebound: Ozempic fails to acknowledge the “Ozempic rebound” that occurs when patients stop taking the drug, after using it improperly. Ozempic could aid in weight loss when used in association with a healthy diet and active lifestyle; however, it is not a one-stop fix that leads to permanent weight loss and marketing it as such is once again harmful to the patient’s health.

Overlooked Angles in Outreach Efforts

Since Ozempic is ethically divided amongst two separate communities, Novo Nordisk could have focused on targeting one consumer segment, increasing sales and interest within that specific segment, thereby decreasing unethical claims and lawsuits. I recommend Ozempic focus on one target consumer, either the diabetic community or the overweight and obese community.

The Diabetic Community

The diabetic community is monopolized by three major pharmaceutical companies: Novo Nordisk, Eli Lilly and Sanofi. These three companies dominate the global insulin market and control all associated costs. By marketing the drug as a crucial treatment for type 2 diabetes, Novo Nordisk would have the power to raise the price and increase sales with type 2 diabetic patients. Marketing the drug as a treatment for a chronic health condition would also incentivize insurance companies to become more involved, as chronic health conditions account for 90% of insurance costs and companies are consistently looking for ways to lower the costs.

Had Ozempic focused on the diabetic community specifically, the brand could have also partnered with all of the available diabetic organizations beyond the American Diabetes Association (ADA) such as the International Diabetes Federation (IDF) and the World Diabetes Foundation. Ozempic could have tapped into the financial resources provided by all of these associations, as well as all of the target consumers involved in these associations. Ozempic could partner with World Diabetes Day, a diabetes campaign operated under the IDF, or promote all of its diabetic health benefits during National Diabetes Month, which occurs every November.

The Overweight and Obese Community

Since the power of Ozempic in weight loss is becoming more popularized, Ozempic could have ethically branded itself as a weight loss aid. Positioning the brand at the forefront of weight loss pharmaceuticals, Ozempic could have focused on the weight loss and highlighted health benefits, such as lowering blood sugar, as an additive. This would incentivize overweight and obese adults to consider taking a weight loss medication that does not only lower their weight, but also improves their overall health.

If Ozempic targeted the overweight and obese community specifically, the brand could have partnered with more health and nutrition programs targeted towards weight loss. Ozempic could position itself as an additive in the offices of registered dietitians or nutritionists. Ozempic could operate at the forefront of many weight loss programs beyond Weight Watchers and Noom. Ozempic could partner with programs like MyPlate, that encourage healthy eating habits in addition to the use of the drug. The brand could also create a campaign specifically for World Obesity Day that brings awareness to the obesity crisis and provides an accessible solution.

Conclusion

Overall, Ozempic has one of the strongest marketing campaigns of 2024 and is continuing to grow; however, the brand has achieved this success through unethical practices and off-label use promotion. Had Ozempic utilized its stakeholders and channels more efficiently, Ozempic would still top the charts in sales while maintaining a more positive brand reputation. As a result of unethical practices, Ozempic will continue to face backlash and lawsuits as the product expands. 

World Diabetes Day Logo

It’s World Diabetes Day, Let’s Talk About It.

by HaileyLinkedInPosted on No Comments

This article was originally published on linkedin.com.

“World Diabetes Day provides an opportunity to raise awareness about diabetes as a critical global public health issue and emphasize the collective and individual actions needed to improve the prevention, diagnosis and management of the condition.”

World Health Organization (WHO)

What is World Diabetes Day?

World Diabetes Day is the global awareness campaign dedicated to both Type 1 and Type 2 diabetes! The day focuses on diabetes prevention, management and support. World Diabetes Day is recognized by the International Diabetes Federation (IDF) and the World Health Organization (WHO) and celebrated worldwide.

Why November 14? World Diabetes Day is celebrated on November 14 each year to honor the birthday of Sir Frederick Banting, one of the two discoverers of insulin. In 1923, Banting sold all of the patents for insulin to the University of Toronto for $1 each stating, “Insulin does not belong to me, it belongs to the world.”

Before 1923, diabetes was a fatal disease. The life expectancy for a child diagnosed with Type 1 was less than one year, following diagnosis. Today, Type 1 diabetics are able to live a full life. Sir Frederick Banting and Charles Best changed the lives of diabetics forever.

World Diabetes Day is commemorated with a blue circle. The internationally recognized symbol represents unity in the global fight against diabetes. The day holds many events, educational activities and campaigns worldwide.

My Diagnosis

I was diagnosed with Type 1 diabetes at the age of twelve. I was a rare case, diagnosed within three months of my pancreas shutting down. Most children are diagnosed as a result of a Diabetic ketoacidosis (DKA), a life-threatening condition that can lead to diabetic coma or even death. Following a diagnosis, most children stay in the “honeymoon phase“, the remission period in which the body produces enough insulin to help control blood sugar levels, for a few months to a year. I was lucky enough to stay in the honeymoon phase for the next five years.

Type 1 Diabetes

Type 1 diabetes is the lesser known of the two types. It is a chronic autoimmune disease in which the immune system attacks the pancreas and destroys insulin-producing cells. It is not preventable. Type 1 diabetes is also known as insulin-dependent diabetes due to patients requiring insulin for the rest of their lives. There is currently NOT a cure; only treatment options are available.

Type 1 diabetes most often develops during childhood. It is not caused by lifestyle choices, including dietary habits or exercise levels. Oftentimes, it is the result of a genetic predisposition, but can also be caused by environmental triggers and autoimmune reactions.

Common symptoms upon diagnosis include:

  • Frequent urination
  • Extreme thirst
  • Increased appetite
  • Unexplained weight loss
  • Fatigue
  • Blurry vision

However, all patients are different – some experience many symptoms while others never show a single sign.

My Greatest Source of Strength

At the time of my diagnosis, I received so many resources and support from the Juvenile Diabetes Research Foundation (JDRF), now known as Breakthrough T1D. Upon my arrival to the hospital, I was gifted a “bag of hope.“

This bag of hope was a bookbag from the JDRF that contained:

Rufus was the best gift I ever received from the JRDF. Rufus was a teddy bear with diabetes who had marked spots where it is safe to give insulin. He came with his own storybook that had his experience with diabetes and how to treat it. I was able to practice my shots on him before I had to gain the courage to give them to myself.

As a fairly healthy and active 12 year old child, the diagnosis of diabetes was the last thing I expected to hear. The support and resources through the JDRF made it a little easier getting through the initial shock. Over time, diabetes has become something I don’t even think about. I am able to eat the same foods I always have, enjoy the same experiences as everyone else and continue on without it having a major impact on my life.

I encourage you to spend some time today learning more about both Type 1 and Type 2 and the associated risks with each.