Is Lady Gaga A Good Influencer For Nurtec?

Influencer marketing has existed for a long time, from the days when cowboys marketed cigarettes to Michael Jordan for Nike. Now, the pharmaceutical industry is joining the trend. Celebrities like Lady Gaga (for Nurtec) and Ray Liotta (for Chantix), as well as more targeted influencers like Holly Robinson Peete (for Gemtesa), are becoming key players. This article explores how research can help companies create highly effective influencer campaigns.

We recommend that companies use research to answer the following questions:

1. Does the influencer match the target audience?
2. Can the target audience relate to the influencer?
3. What is the potential reach of the influencer among the target audience?
4. How can you align the message with the influencer?

Is the Influencer a Good Fit?

This question is crucial. Two out of the three influencers we’re examining align well with their target audiences. When Ray Liotta filmed commercials for Chantix, he was in his mid-sixties, fitting the brand's focus on older males. His tough-guy image was an added bonus. Holly Robinson Peete, an actress who recently turned 60, matches the target demographic for Gemtesa, which focuses on older females. Beyond her acting career, her lifestyle resonates with the brand, as she often highlights her family-first values.

The fit between Lady Gaga and Nurtec is more questionable. While the brand targets women between 20 and 45 (Gaga is 38), the psychographics don’t align as well. Although many women love her music, others may find her lifestyle extreme. Her outspoken liberal views may also alienate those with differing political beliefs.

Will Patients Relate to the Influencer?

Before hiring an influencer, companies should conduct research with patients (e.g., depth interviews). Our research shows that authenticity plays a key role in the success of influencer campaigns. Both Ray and Holly are seen as authentic. Patients felt that Ray genuinely cared about the Chantix campaign, with one commenting, “He wants to be there for his family,” which aligns with the campaign's message. This authenticity contributed to the campaign's success, making the TV ad one of the most effective of the year, according to our research.

Gaga also shares a condition that the brand can address. In a PR release, she mentioned, “I can’t tell you how many primary care doctor visits I’ve cried through when they ask me how I was feeling.” However, some patients question how much she is paid to promote Nurtec. Furthermore, many find it hard to relate to her performing on stage for thousands of fans.

Though Holly is less well-known (her acting career was primarily in the 90s), she connects very well with patients. Her delivery of information feels authentic. Speaking to the press, Peete shared, “I experienced Overactive Bladder (OAB) symptoms for years before talking to my doctor about potential treatment options, and I wish I had sooner.” Women with OAB relate strongly to her message. She conveys hope and encourages action, which is highly empowering. Alana Darden-Powell, VP of marketing at Sumitomo Pharma America (SMPA), praised Holly’s authenticity: “She’s as real as it gets.”

When evaluating potential influencers, Beth Synder Bulik, founder and editor for the influential e-magazine, Marketing and Pharma suggests that “instead of just asking who’s the right celebrity, maybe another question pharma companies should consider is who’s in the tribe?”  In other words, is the celebrity part of the tribe?

What Is the Potential Reach of the Influencer?

Pfizer leveraged both Ray Liotta and Lady Gaga in TV advertising, enhancing their ability to connect with a broad target audience. Lady Gaga also boasts an impressive 57 million followers on Instagram, expanding her reach significantly alongside TV ads.

In contrast, SMPA relied solely on TV ads initially for Holly's campaign but now uses social media and PR exclusively. Holly has 1.5 million followers on Instagram. While her reach is more modest, SMA can target it precisely to OAB patients. Darden-Powell notes that “it is extremely easy to work with Holly,” which helps when arranging interviews with media outlets.

These outlets appreciate her candidness in addressing a problem that affects 1 in 6 women but often goes unaddressed by doctors. And they are glad to work with her.”  PR efforts around OAB resonate strongly with these patients, and reach can be measured by the number of patients directed to the brand’s website.

How Do You Synch a Message with an Influencer?

Aligning the message with the messenger is crucial. Good research allows companies to evaluate this connection.

For instance, our research confirmed that Ray Liotta was an ideal messenger for Chantix. The campaign’s message emphasized that even a tough guy like Ray needed help to quit smoking, with the TV ad showing him saying, “Chantix reduced my urge to smoke. To the point where I could stop.”

Research for Nurtec, however, revealed that Gaga struggles to effectively deliver the message about the brand “preventing and treating” migraines. Her star power might even distract from the message.  We found that “normal patients” may even present this better than superstars.

Meanwhile, Holly effectively conveys her message with understated delivery, showing that Gemtesa enables her to live more fully. Darden-Powell explains, “This campaign was designed to educate and motivate people to talk to their healthcare providers about OAB symptoms,” and Holly is achieving that goal.

How Do We Know If the Program Is Working?

Tracking research helps monitor the impact among patient groups who recognize the connection between the influencer and the brand. For one of our clients, we found that the influencer strongly influenced website visits and discussions with doctors, helping to empower patients. Despite modest spending, this approach yielded an excellent ROI.

While the Lady Gaga campaign has a vast reach, its effectiveness likely falls short compared to Holly Robinson Peete’s campaign. SMPA gets more value from its investment because it aligned the campaign with patient needs. Darden-Powell states that she always evaluates her marketing programs to ensure they’re working, and Holly’s campaign has exceeded expectations. Even amid stiff generic competition, Gemtesa sales surpassed the company’s targets.

While it's possible to develop an effective influencer program without research, our experience shows that research significantly improves the chances of success.  You probably guessed.  We do not believe that Lady Gaga is a good influencer for Nurtec.  Glad to share our perspectives on this and other potential campaigns if you like.