Unpacking the Rhetoric: Analyzing the Marketing Strategies of Ozempic, Wegovy, and Mounjaro

Camron Shelton Link to heading

Texas Tech University Link to heading

5382 – Theory and Research in the Discourses of Health and Medicine Link to heading

Dr. Scott Weedon Link to heading

Unpacking the Rhetoric: Analyzing the Marketing Strategies of Ozempic, Wegovy, and Mounjaro and Others in the Context of Diabetes and Weight Loss Link to heading

This research article analyzes the marketing strategies and rhetoric used in the promotion of GLP-1 receptor agonist drugs such as Ozempic, Wegovy, and Mounjaro. By conducting a qualitative content analysis of their marketing materials, this study investigates how these drugs are presented for weight loss and diabetes treatment. The findings offer insight into the ways marketing strategies influence consumer perceptions, healthcare decisions, and societal norms related to obesity and health.

Introduction Link to heading

Diabetes has reached alarming levels in the United States, with recent statistics from the Centers for Disease Control and Prevention (CDC) indicating that over 29 million people are affected by the disease, and nearly a quarter of them remain undiagnosed. If the pandemic continues on its current trajectory, one in three American adults will have diabetes by 2050. The rate of prediabetes among adults under age 65—a severe precursor to Type 2 diabetes—has also been rising.

Although multiple factors contribute to this growing pandemic, patients’ eating behavior and dietary choices significantly exacerbate the problem. The National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) affirms that overeating and sedentary behavior are the principal causes of insulin resistance, further fueling the diabetes epidemic. The prevalence of morbid obesity rose by 67% between 2000 and 2006, adding another layer to this health crisis.

To counter this rising epidemic, newly approved drugs treat diabetes and induce weight loss as a secondary effect to prevent further damage to patients’ health. Consequently, the marketing rhetoric for diabetic drugs frequently emphasizes weight loss. Ozempic, Wegovy, and Mounjaro have garnered significant attention for their dual-purpose effects in treating both diabetes and obesity. These medications align with trends emphasizing quick fixes and pharmaceutical solutions, emphasizing weight loss as a primary benefit.

However, research has shown discrepancies between the rhetorical promises made in advertising and the actual effectiveness of the marketed diabetic drugs. The ethics of diabetic drugs from a rhetorical perspective bring critical concerns around patients’ agency and informed consent in the marketplace.

Background Link to heading

The global prevalence of type 2 diabetes and obesity has necessitated effective treatment options. According to the American Association of Diabetes (ADA), the use of glucagon-like peptide 1 (GLP-1) receptor agonists for weight management in obese patients with T2DM was recommended in 2018.

The groundbreaking study Effects of Exenatide Twice Daily on Body Weight and Food Intake in Insulin-Treated Patients with Type 2 Diabetes, published in the ADA journal Diabetes in 2009, marked the beginning of exploring the potential for weight loss. This study has paved the way for numerous subsequent articles that delve into the efficacy of this drug in addressing the complex issue of obesity in the specific target audience of T2DM patients.

Methodology Link to heading

Data Collection Link to heading

Annotated Bibliography: Reviewing research on the drugs.
Web Searches: Searching for information online.
Digital Library Visits: Collecting documents related to diabetes published in the last 10 years.

Data Visualization and Analysis Link to heading

Quantitative data for comments on research sites was visualized in graphs.
Qualitative analysis identified significant topics in comments to gauge agreement or disagreement.

Analysis Link to heading

Appeals to Authority Link to heading

Endorsements from healthcare professionals bolster legitimacy.
Scientific references build trust with potential patients.

Emotional Appeals Link to heading

Advertisements evoke hope and relief from managing chronic illnesses.
Emphasize societal ideals around thinness and health.

Lifestyle Imagery Link to heading

Visuals depict healthy, active individuals, creating aspirational goals.
Before-and-after imagery suggests transformation but may set unrealistic expectations.

Findings Link to heading

In analyzing 52 advertisements for diabetes drugs, key rhetorical strategies were identified:

Informative content (91%).
Problem presentation to justify the ad (89%).
Product promotion highlighting differentiation (86%).
Emotional transformations and aspirational messaging (65%).

Conclusion Link to heading

The marketing rhetoric surrounding drugs like Ozempic, Wegovy, and Mounjaro reveals a complex interplay of societal norms, healthcare advice, and consumer behavior. To empower patients, a more balanced communication strategy is necessary to foster informed decision-making and mitigate unrealistic expectations.

References Link to heading

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