Pharma Giant Challenges Telehealth Rivals in Prime-Time Campaign

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Eli Lilly’s Oscars ad cautions against unapproved weight-loss treatments, spotlighting the risks of compounded drugs amid rising telehealth offerings.

During the recent Academy Awards broadcast, pharmaceutical giant Eli Lilly launched a provocative advertisement titled “Healthy Skepticism,” urging consumers to exercise caution regarding unapproved weight-loss medications. The 30-second spot specifically warns against the use of counterfeit or compounded drugs, which are not subject to FDA approval.

This campaign emerges as telehealth companies, such as Hims & Hers, promote compounded versions of popular weight-loss drugs. Compounded medications, while legal under certain circumstances, lack the rigorous testing and approval processes mandated by the FDA. Eli Lilly’s ad encourages viewers to “be a healthy skeptic,” highlighting the potential risks associated with these unregulated treatments.

Eli Lilly’s portfolio includes FDA-approved GLP-1 receptor agonists like Mounjaro and Zepbound, both indicated for type 2 diabetes and chronic weight management. In a head-to-head trial, Zepbound demonstrated superior efficacy compared to Novo Nordisk’s Wegovy, with participants experiencing an average weight loss of 20.2% versus 13.7%.

The company’s assertive marketing strategy coincides with the FDA’s recent removal of Mounjaro and Zepbound from its drug shortage list, effectively curtailing the justification for compounded alternatives. This regulatory shift has prompted Eli Lilly to reduce the price of Zepbound, aiming to attract consumers who previously opted for compounded versions.

For senior professionals in the pharmaceutical and healthcare sectors, Eli Lilly’s approach underscores the importance of maintaining rigorous standards in drug approval and consumer safety. As telehealth platforms continue to disrupt traditional models, established companies must adapt by reinforcing the value of approved treatments and educating the public on potential risks associated with unregulated alternatives.