Lady Gaga talks about her personal experience with migraines in the latest Nurtec ad. However, her partnership with Pfizer has sparked backlash among some of her fans.
Pfizer unveiled its latest ad for its migraine treatment Nurtec this week, which features pop icon Lady Gaga for a second time sharing her own personal experience with migraines.
In a 30-second video, Lady Gaga is shown getting her hair and makeup done before a photoshoot.
“Nothing dims my light like a migraine,” Gaga says in the video. “With Nurtec ODT, I found relief. To those with migraine, I see you.”
Lady Gaga partnered with Pfizer to market the migraine treatment last year, when the pharma giant rolled out an awareness campaign in light of Migraine and Headache Awareness Month in June.
A similar ad featured Lady Gaga performing onstage during the Chromatica Ball tour.
“I know what it’s like to perform through pain,” she said in the previous ad. “If you’re like me – one of the millions suffering from pain caused by migraine – Nurtec ODT may help.”
During her partnership with Pfizer, Lady Gaga has called her migraines “debilitating,” adding that she would often spend days in bed unable to read or have any lights on.
“I can’t tell you how many primary care visits I’ve cried through when they ask me how I was feeling,” she said in a statement.
Migraines are severe headaches that can last from several hours to several days, with some 39 million Americans living with the condition, according to the American Migraine Foundation.
Her fans, however, haven’t been too impressed with the Nurtec ads.
Last year, the ad sparked backlash on social media, with fans criticizing her for being a “sellout” to Big Pharma.
That controversy appears to have re-emerged in light of the latest ad. In several #pfizersponsored Instagram posts about the ad, Gaga points out that Nurtec ODT helped her treat her migraines.
“I really wish I had found Nurtec ODT sooner,” she explained. “If you’re suffering with migraine, I know we might have lots of different careers and backgrounds, but we share this thing in common. It feels good to tell you that it could be helpful to you.”
However, comments below the video called out the singer for partnering with Big Pharma, with one noting “what a downgrade from what values you used to have and display.”
“Girl I love you but please stop,” another commenter wrote. “Less lady pharma more lady gaga,” a third wrote.
Lady Gaga isn’t the first big-name celebrity Nurtec has recruited to spearhead their migraine campaigns. In 2020 and 2022, Khloe Kardashian was featured in Biohaven’s Nurtec ODT campaigns.
Pfizer purchased rights to Nurtec for $11.6 billion from Biohaven in 2022. In 2023, Nurtec brought in sales of $928 million.
MM+M is proud to announce the fourth annual Pinnacle Awards program, which celebrates the medical marketing industry’s most venerable marketers, strategists and creators.
Despite the growing popularity of POC marketing via EHR platforms, this channel remains highly fragmented. For omnichannel marketers, that fragmentation can represent challenges in finding scale, transparency, and uniformity in targeting and performance reporting.
Patients often struggle to find specialist care, delaying needed treatment. Digital tools can help.
The evolution of patient needs and rising consumer expectations are shaping a new era in healthcare — one that calls for a paradigm shift in the pharmaceutical industry’s approach to patient support.
Explore solutions for practically implementing omnichannel approaches into your go-to-market activation.
Get the most out of 
Register for free and enjoy unlimited access to:
