Emcure taps into celebrities for its weight loss drug, as marketing playbooks change

Emcure Pharmaceuticals is tapping influencers and celebrities on social media, in addition to raising awareness among doctors, for its semaglutide brand, Poviztra, as it seeks to capitalise on its head start in the lucrative weight-loss market. The company launched Poviztra in an exclusive partnership with innovator Novo Nordisk in December. Emcure’s approach spells a changing marketing playbook for drugmakers when it comes to GLP-1s, which go beyond doctors, similar to innovators and health companies' appr ...