Virality popularity is a strange concept to discuss with regards to pharmacies and medical products, and not just because something going viral is generally considered to be a negative in the medical world.
Marketing in the medical world, as well as being heavily regulated, is also something largely done as a means to raise awareness for the existence of a product more than it is used to convince people to ask their pharmacist or GP about getting a prescription for it.
However, there have been cases where medicines have ended up becoming hugely popular outside of medical circles, particularly on social media where certain ideas and concepts can spread extremely widely and extremely quickly.
This is, however, a double-edged sword, as whilst this does increase awareness, it can also have rather uncontrollable results, not all of which are entirely positive.
To explain why this is the case, here are a few examples of medicines that became hugely popular, and the unintended consequences of this popularity.
Ozempic
One of the most extreme examples of a prescription medicine becoming a victim of its own success, the GLP-1 receptor agonist semaglutide became a particularly fascinating and unusual example of a prescription medicine becoming widely known far outside of the people prescribed it.
Initially formulated as a type-2 diabetes treatment under the brand name Ozempic, a major study found that it was remarkably effective at helping people lose weight through many of the same mechanisms.
It slows down the rate that the stomach empties, helping people stay fuller for longer, assisting with the process of portion control, calorie control and ultimately losing weight.
After a study that confirmed these findings, but before the launch and subsequent NHS approval of semaglutide as a weight loss treatment under the name Wegovy, Ozempic began to be prescribed off-label for obesity, particularly in the United States where off-label prescribing is much more common.
This led to Ozempic getting a degree of virality after several celebrities had noticeable rapid weight loss and television presenter Oprah Winfrey presented what ultimately became an hour-long advert for its off-label use.
This unprecedented success had major consequences and led to a shortage of the medication, something that could potentially put lives at risk given that it was primarily intended as a diabetes treatment.
To this day, Wegovy and other GLP-1 receptor agonists are often still called Ozempic, and this connection will likely be very difficult to break.
HeadOn
A major contrast to a medication that worked for enough people that it became a victim of viral success, HeadOn is a rather notorious example of a product marketed as a medical treatment that became popular despite, or even because it did not do anything.
In 2006, Florida-based manufacturer Miralus Healthcare was attempting to market a topical stick product called HeadOn that was initially claimed to help relieve headaches when applied directly, claiming to use active ingredients such as iris versicolour, white bryony and potassium dichromate.
Those ingredients included two flowers that were poisonous and an industrial ingredient that is a known carcinogen, but ultimately this did not matter.
It turned out that the product provided “homoeopathic” relief. In other words, its active ingredients were so highly diluted that the product was essentially a wax stick with no other components of any substance.
Because homoeopathy does not do anything, the United States Better Business Bureau did not allow the company to advertise the product as a headache cure. This forced Miralus to get somewhat creative (or uncreative depending on your point of view) with their advertising.
The result was a 15-second advertisement that went viral for all the wrong reasons, as to avoid making any medical claims that could be disproven and lead to accusations of false advertising, Miralus played it exceptionally safe.
The entire advert consisted of the name of the product and a five-word application instruction that gave no indication of what it actually did, repeated three times. It then claimed it was available without a prescription, something that is very easy for a product that does not do anything.
It was such a terrible advert in terms of providing no information about what HeadOn did (because it did not do anything) that it actually became a massive online sensation and led to a surge in somewhat ironic sales.
It became an example of unintentional absurdism and led to countless parodies and mockeries.
Another rather ironic aspect is that its repetition and loudness caused more headaches than it helped, leading to a change in broadcasting laws in the United States to ban adverts from being louder than the television shows they were broadcast next to.
Frequently Asked Questions
Medicines can gain viral popularity through celebrity endorsements, social media trends, personal success stories and widespread media coverage. However, online popularity does not necessarily reflect a medicine’s safety, effectiveness or suitability for everyone.
Always be cautious. Health advice shared online may be inaccurate, misleading or taken out of context. It’s best to seek guidance from a qualified healthcare professional before starting, stopping or changing any medication.
Yes. Sudden increases in demand can contribute to temporary medicine shortages, particularly if products are used outside their licensed indication. This may affect patients who rely on these medicines for approved medical conditions.
Speak to your GP, pharmacist or another qualified healthcare professional. They can assess your medical history, discuss the potential benefits and risks, and recommend treatments that are appropriate for your individual needs.