Emcure Pharmaceuticals is revolutionizing pharmaceutical marketing in India by leveraging celebrity influence and social media outreach for its weight management drug Poviztra, a semaglutide injection. This strategic shift comes as the company aims to capitalize on its early entry into the lucrative weight-loss market, moving beyond traditional doctor-focused approaches to engage directly with consumers.
Celebrity Partnerships and Consumer Engagement
In December, the Pune-based pharmaceutical giant launched an ambitious campaign titled Winning Over Obesity, featuring high-profile celebrities including cricket icon M.S. Dhoni and actress Neha Dhupia. The campaign also collaborates with social media influencer-doctors like Dr. Tanaya Narendra (known as dr cuterus on Instagram) to raise awareness about obesity management.
Samit Mehta, Executive Director of Operations at Emcure, emphasized the company's user-first philosophy. "We expect a significant portion of usage will come from patients who proactively consult doctors. In this context, we're focusing on education through influencers who have experienced similar health challenges," Mehta explained during an interview.
Comprehensive Patient Support System
Beyond celebrity endorsements, Emcure is establishing a robust patient support framework that includes a dedicated helpline, nutritional counseling, and detailed usage guidance. Vikas Thapar, President of Corporate Development, Strategy and Finance, highlighted the dual focus on medical and consumer education. "Market-shaping activities are crucial—educating both the medical community and consumers. There's already substantial consumer awareness for this product," Thapar noted.
Navigating Market Challenges and Misinformation
As weight-loss drugs gain popularity, concerns about misinformation on social media platforms have emerged. Thapar addressed this issue, stating, "Misinformation and scaremongering are prevalent on social media. Our goal is to educate the public and doctors about the product's benefits and safety profile."
Emcure is leveraging its established presence in cardiology, strengthened through a partnership with Sanofi, to reach more healthcare professionals. Poviztra, another brand of Wegovy, is indicated for weight management and cardiovascular risk reduction, aligning with the company's cardiac expertise.
Competitive Landscape and Pricing Strategy
Emcure enjoys a head start in the Indian market, but competition is intensifying as semaglutide loses patent exclusivity in March. Competitors like Dr. Reddy's and Sun Pharma have secured regulatory approvals and plan immediate launches of cheaper generics.
Poviztra is available as a once-weekly pen injection in five strengths: 0.25 mg, 0.5 mg, 1.0 mg, 1.7 mg, and a maintenance dose of 2.4 mg. The product is priced competitively, starting at approximately ₹2,200 per week or ₹8,790 monthly, with costs increasing based on dosage strength. Thapar expressed confidence that generic entries will expand market awareness and accessibility, with Emcure committed to maintaining competitive pricing.
Industry Perspectives on Marketing Transformation
Sujay Shetty, PwC Global Health Industries Advisory Leader, observed that the massive market potential for GLP-1 drugs like semaglutide is reshaping pharmaceutical marketing. "The indication for obesity has unlocked a new market beyond diabetes. Generic players recognize this isn't conventional marketing—it's at the intersection of pharma and consumer markets, leading to the consumerization of pharmaceuticals," Shetty remarked.
He added that the growth prospects for GLP-1 drugs are extensive, as they are being explored for various other health indications beyond weight management.
Medical Community's Cautions
Despite the marketing buzz, medical professionals urge caution regarding celebrity endorsements, which have traditionally been associated with over-the-counter (OTC) drugs in India. Dr. Rajiv Kovil, a Mumbai-based diabetologist, warned, "While celebrity promotions attract attention, they risk trivializing the science. Patients might perceive this as a cosmetic solution, but semaglutide is a groundbreaking molecule with benefits extending far beyond aesthetics."
Doctors have also raised concerns about potential misuse of the drug for purely cosmetic weight loss, emphasizing the need for responsible usage under medical supervision.
Emcure's Financial Performance
Emcure, which went public in July 2024, reported strong third-quarter results for FY26. The company posted a profit after tax of ₹231 crore, marking a 48.2% year-on-year increase. Revenue grew by 20.4% to ₹2,363 crore, driven by robust performance in both domestic and international segments.
Domestic business expanded by 15.4%, fueled by growth across key therapeutic areas, particularly chronic segments like cardiology and diabetes. International operations saw a 24.5% rise, with all regions reporting double-digit growth, underscoring the company's global competitiveness.
This innovative marketing approach, combining celebrity influence with medical outreach, positions Emcure at the forefront of a transforming pharmaceutical landscape in India, where consumer engagement is becoming increasingly pivotal for success.
