The State of Weight-Loss Drug Advertising 2024

Summary

In 2023, advertising expenditure on weight-loss drugs by pharmaceutical giants Novo Nordisk and Eli Lilly experienced a remarkable 250% year-over-year increase in the United States, with Eli Lilly leading the surge. However, both companies have since reduced their ad spending due to intensifying supply chain issues leading to drug shortages and rising costs. Notably, Eli Lilly's new direct-to-consumer website, launched in February 2024 for ordering drugs like Zepbound, surpassed major pharmacy websites in average time spent.

Between mid-December 2023 and mid-March 2024, individuals targeted by Eli Lilly's ads saw a 350% increase in pharma ad impressions, with GlaxoSmithKline leading the increase. Eli Lilly is notably more active in targeting the Hispanic community, with about 33% of Mounjaro ads in Spanish, making up 12% of ad impressions, double Novo's share for Ozempic and Wegovy. This Spanish-language strategy focuses on diabetes management rather than weight loss.

Novo's ad impressions from weight-loss-themed ads peaked at over 500 million in Q4 2023, coinciding with Zepbound's launch. Variations in Novo's ad budget may explain over 60% of stock price movements, though the effect is non-linear, and other factors like product efficacy findings also influence stock performance.