Eli Lilly considers copying Novo Nordisk's semaglutide branding strategy

Novo Nordisk branded the GLP-1 analog, semaglutide, under different names for respective treatments of obesity and diabetes. Now, Eli Lilly is chewing over a similar move for tirzepatide.

Photo: Novo Nordisk & Ritzau Scanpix/Reuters/Vincent Kessler

Novo Nordisk has a history of marketing drugs under different names for treatments of obesity and diabetes, respectively. Novo Nordisk's biggest competitor, Eli Lilly, is now pondering a similar move, writes industry media Fiercepharma.

The US-based company is targeting the same markets as Novo's drug, semaglutide, which is branded as either Ozempic or Wegovy depending on whether the treatment is for diabetes or obesity. Eli Lilly is considering the same approach, said the company's CEO, Dave Ricks, at J.P. Morgan's annual healthcare conference.

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