GLP-1 medications like Ozempic, Wegovy and Mounjaro have moved far beyond the clinic. They’ve become mainstream cultural symbols, appearing in TikTok trends, celebrity conversations and even on Christmas trees. This cultural shift is shaping perceptions of treatment long before people speak to a healthcare professional.
Why this cultural shift matters
Today, many patients arrive “pre-primed” by social media, influencers and peers, not by medical guidance alone. As a result, GLP-1s increasingly behave like consumer lifestyle brands as much as therapies. That changes the dynamics of decision‑making for patients and HCPs, and it carries real strategic implications for pharma.
Key insights from our paper
- GLP-1s now sit within identity, aspiration and pop culture – not just clinical care.
- Social narratives often outweigh scientific ones in early consideration.
- Traditional research tools can miss the real drivers of behaviour in culture.
- Brands risk appearing opportunistic or invisible if they misread the moment.
Where to focus next
Success will belong to brands that recognise GLP-1s as both medical solutions and cultural forces and build strategies that integrate cultural insight with scientific credibility.
Read the full white paper to explore the cultural “decoration effect” and what it means for your brand strategy.
For more information, email contactAR@@omc.com or speak with your Adelphi team