Lemme Breakdown GLP-1 Supplement Marketing

Consumer demand for weight loss products tied to GLP-1 science has skyrocketed 🚀after the FDA’s approval of treatments like Wegovy. Meanwhile, new supplement brands are coming into the mix with similar claims and more alluring advertising to win over consumers.

Let’s dig into how Big Pharma, the FDA, and Kourtney Kardashian’s Lemme brand are all reshaping the weight loss treatment market. [5 minute read] 

GLP-1s: The Science Behind the Buzz 🧪 

According to the Cleveland Clinic, GLP-1 receptor agonists, such as semaglutide (found in Novo Nordisk's Ozempic and Wegovy) work by mimicking hormones that regulate blood sugar, insulin, and appetite, creating benefits like:

• Weight loss (Most people lose 5% to 15% of their body weight)

• Reversal of type 2 diabetes

• Lowered blood pressure

• Reduced risk of heart and kidney disease

How Exactly Does the FDA Shape Drug Ads? 🧐 

The US and New Zealand are the only countries in the world where pharma companies can advertise drugs directly to consumers. The FDA’s Bad Ad Program checks drug ads to ensure they:

1. Aren’t false or misleading (Cough cough Theranos)

2. Provide a balanced view of risks vs benefits (Why Wegovy has extensive ‘Important Safety Information’ that’s equally as long as the good stuff)

3. Reveal all material facts (Why drugs commercials on tv often end with that hyper-speed voiceover of awful side effects)

Bad Ad violators often face scrutiny from both the FDA and the public, like when Allergan’s Latisse ads featuring Brooke Shields left out big side effects (cornea infections, hair growth on eyelids, and permanent darkening of eye color).

Here’s the catch 👉️ the FDA doesn’t review dietary supplements as strictly as prescription drugs due to limited resources—unless there’s a safety concern. This means supplement marketing isn’t held to the same rules as FDA-approved medications and can make bold, potentially unverified claims.

Keeping Up With the Kompetitors 💊 

Kourtney Kardashian’s supplement brand Lemme entered the weight-loss market in September of this year with its GLP-1 Daily Capsule. Unlike FDA-approved prescription drugs, dietary supplements like Lemme are free use scientific-sounding marketing language without making definitive claims or demonstrating real results.

The capsule features three ‘clinically-studied’ ingredients—orange extract, lemon extract, and saffron extract—but avoids specifying weight loss results. Fine print notes that GLP-1 Daily doesn’t contain synthetic GLP-1 or act as a GLP-1 agonist, despite its name drawing associations with FDA-approved drugs like Wegovy.

Messaging matters 👉️ while only 1.7% of Americans used semaglutide for weight management last year, 15% have tried a weight-loss supplement despite scant evidence on efficacy.

Lemme vs Wegovy: A Marketing Showdown 🥊 

Supplement brands like Lemme can often produce more enticing advertising than FDA-regulated drugs like Wegovy that have to navigate tighter ad restrictions.

The ✨eye-catching marketing✨ is a key factor in Lemme’s reported 25% month-over-month growth.

Comparing the marketing mix for these two weight-loss products, it’s understandable why consumers would be drawn to try Lemme with its lower price and fun packaging:

Hypothesis on How Weight Loss Advertising Evolves 🔮 

With the weight loss industry booming, expect more influencers all around:

• Prescription drug marketers are likely to continue testing the limits of social media advertising as regulations on influencer partnerships are still developing.

• Supplement brands are likely to double down on bold claims with minimal regulatory pushback, using influencer endorsements and targeted digital ads to reach consumers.

Unless we get a curveball ⚾️ Marketing would change even more drastically if Trump’s upcoming administration pushes to ban pharma advertising to consumers—a policy that’s been supported by figureheads like RFK.

My stance? It never hurts to talk to a doctor if you’re considering a new wellness product. They can help you weigh lifestyle changes vs medications to decide where your money is best spent.

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Hit reply 📩 to let me know what health or wellness marketing you’re curious about.

-Clara