"This recently acquired knowledge is due to the fact that Williams was announced as the new "celebrity patient ambassador" for direct-to-consumer telehealth company Ro on Aug. 21. The goal of this multiyear campaign is to "destigmatize weight loss medication," Saman Rahmanian, co-founder and chief product officer at Ro, told Healthcare Brew. Williams was a patient first and then wanted to share her story with others, he added."
""For us, that's really the dream, when we have a patient who turns into an advocate," Rahmanian said. "It gives people the permission to take care of their health and see if [a certain treatment] is right for them." Celeb sightings. While celebrity endorsements in pharmaceutical ads isn't exactly a new marketing trick, it's usually seen when that celebrity has a specific condition the drug is treating. Ro's campaign felt different, Mae Karwowski, founder and CEO of influencer marketing agency Obviously, told us."
Serena Williams is a Zepbound GLP-1 user and the new celebrity patient ambassador for telehealth company Ro. The multiyear campaign aims to destigmatize weight-loss medication and encourage patients to consider treatment options. Saman Rahmanian describes the transition from patient to advocate as a way to give people permission to manage their health. Alexis Ohanian is an investor in Ro and sits on its board. Influencer marketing expert Mae Karwowski says the campaign is tailored for social media and differentiates Ro in a crowded GLP-1 market. GLP-1s represent one of Ro's largest categories for its 3+ million customers, amid forecasts of major market growth.
Read at Healthcare Brew
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