Eli Lilly Bets on Global GLP-1 Direct-to-Consumer Expansion
- Sep 4
- 2 min read
Updated: Sep 6
Eli Lilly and Co. is redefining its approach to the pharmaceutical market, establishing a bold direct-to-consumer strategy for its innovative GLP-1 drugs in key markets such as China and the United States. This strategic move positions the company to capitalize on the growing demand for obesity and diabetes treatments.
In China, Eli Lilly has forged a strategic partnership with JD Health International Inc., a prominent Chinese online healthcare platform, to market its obesity and diabetes drugs, including Mounjaro, through direct-to-consumer channels. This collaboration offers a comprehensive "one-stop service" that includes consultations, prescriptions, home drug delivery, and subsequent follow-ups. It will even facilitate access to the company's alopecia treatments. This step is a response to the flourishing Chinese GLP-1 drug market, projected to reach between $5.6 billion and $11.4 billion annually, and is driven by China's state medical insurance policy which does not cover weight loss drugs, thus incentivizing the prioritization of retail and online channels. Lilly follows in the footsteps of its rival, Novo Nordisk, which already established similar deals with JD Health and other online platforms such as Tencent Health and Alibaba Health. Competition is intensifying with the entry of Chinese pharmaceutical companies like Innovent Biologics, which launched its weight loss drug mazdutide through online channels shortly after its approval.
Simultaneously in the United States, Eli Lilly has expanded access to its lower-cost drug Zepbound (tirzepatide), collaborating with telehealth providers such as Teladoc Health and LifeMD. Through Eli Lilly's self-pay pharmacy, GiftHealth, patients enrolled in virtual weight management programs can now access Zepbound at a reduced out-of-pocket cost, of $349 per month for a 2.5 mg vial, or $499 for 5 mg, 7.5 mg, and 10 mg doses. These virtual weight management programs, which already have thousands of patients at LifeMD (75,000) and millions at Teladoc (1 million enrolled in chronic condition management programs), offer remote monitoring, access to dietitians and health coaches. This integration aims to reduce barriers to high-quality care and FDA-approved treatments, while helping members afford transformative treatments and avoiding the potential risks of compounded medications. The company had already launched its own direct-to-consumer telehealth offering, LillyDirect, in January 2024, and had previously partnered with the telehealth platform Ro.
This dual strategy underscores a broader transformation of the pharmaceutical industry towards digital healthcare delivery models. Eli Lilly is positioned to meet the growing demand for GLP-1 therapies, navigating the unique regulatory and market dynamics of each region.
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