Celebrity Talent Engagement for Pharmaceutical Industry

? Some of the industries spending heavily on celebrity endorsement include fashion & beauty, consumer packaged goods and telecommunications followed by spenders from regulated industries like financial services and pharmaceutical sectors. ? Celebrity endorsement in Pharmaceutical/ healthcare space has largely been focused on raising awareness of diseases. For example, celebrity inspired awareness campaigns have increased more disease screenings and checkups in many different types of cancers when relevant celebrities (who have encountered such health condition or have personally seen people with such illness) speak from their personal experiences. ? In the US, celebrity endorsements have traditionally aided drug manufacturers in indirectly promoting not just over-the-counter drugs but also improve reach of prescription drugs among healthcare consumers since direct to consumer advertising is legal here. ? This white paper explores the different types of celebrity and talent procurement agencies in the supply market, the selection process for shortlisting such agencies and the type of services they offer. This piece of analysis also provides intelligence on the parameters or factors involved for pharmaceutical marketers or their agencies to negotiate with these celebrity procurement agencies. Key Industry Trends in US Latest Trends and Practices on Celebrity Endorsement from Pharmaceutical Industry ? Celebrities have traditionally helped pharma companies augment their brand reach among health care consumers. After the advent of social media, the celebrity?s ideas on health related causes could reach the target audience at a much quicker pace. ? The influence of celebrities is not just restricted to TV infomercial ads and radio interviews but it has extended significantly to Facebook, Twitter and other social media sites. Example: ? A startup firm called Adly connects marketers with right fit celebrities who are willing to post promoted messages relevant to their profile. ? It is not yet a clearly allowed FDA-approved practice for celebrities to directly promote a drug or any medicinal product via the celebrity?s official pages. However, pharma companies promote their celebrity endorsement initiatives in multiple channels with social media becoming as important as other channels like TV or radio.