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商品編號： 9-526-028 出版日期： 2025/10/15 作者姓名： Ofek, Elie;Hostetter, Martha 商品類別： Marketing 商品規格： 28p 再版日期： 地域： United States 產業： Pharmaceutical industry 個案年度： 2023 - 2025
商品敘述：
In May 2025, the pharmaceutical company Eli Lilly seemed to be pulling ahead in the lucrative obesity drug market. Its GLP-1 drug, Zepbound, had gained market share over its competitor, Novo Nordisk''s Wegovy, and its next-generation obesity pill seemed promising. But U.S. consumers, policymakers, and health care payers complained that Zepbound was too expensive, putting the drug out of reach for the 40% of Americans with obesity. Lilly had already taken unprecedented steps: reducing prices for customers who did not have insurance coverage and launching a direct-to-consumer marketing platform, as well as initiating advertising to consumers. The company now faced the challenge of expanding access and further growing market share while navigating health care payer hesitancy around coverage and pricing, as well as competing with Novo Nordisk''s Wegovy. The rival company had mimicked many of Lilly''s moves as well as striking an important deal that lowered net prices to health insurers working with CVS Caremark.
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Marketing;Marketing strategy;Strategy
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