‘Patient influencers’ the new frontier in direct-to-consumer drug marketing

So began a 2015 post by then-pregnant celebrity influencer Kim Kardashian, singing the praises of a “#morningsickness” drug called Diclegis to her tens of millions of followers on Instagram. “It’s been studied and there’s no increased risk to the baby,” she wrote, alongside a smiling selfie of her holding the pill bottle. “I’m so excited and happy with the results.” […]