Why is Eli Lilly Giving Mounjaro a Second Name?

GLP Digest: A weekly roundup of the most important news & research related to GLP-1 drugs. We read through hundreds of articles, reports and journals so you can remain up-to-date.

In today’s digest:

1. Eli Lilly Launches Zepbound, Another Name for Mounjaro. Why?

2. Novo Nordisk Sacrificing Another Diabetes Medicine Amidst Rising Ozempic Demand

3. Biohaven Joins the Weight Loss Drug Arena, Trying to Preserve Muscles

4. [Premium] Revised Anesthesia Guidelines for Patients on GLP-1: American Society of Anesthesiology

5. [Premium] GLP-1 Receptor Agonists Impact on Bowel Preparation for Colonoscopy: Study

1. Eli Lilly Launches Zepbound, Another Name for Mounjaro

Wouldn’t a rose tirzepatide by any other name smell just as sweet? Eli Lilly is hoping it’s sweeter.

Eli Lilly is adopting a unique marketing approach for its drug tirzepatide, known as Mounjaro for type 2 diabetes and newly named Zepbound for weight loss, following FDA approval for the latter indication. This dual naming strategy is a departure from the typical practice in the pharmaceutical industry, as seen with competitors like Novo Nordisk's Ozempic and Wegovy, which have different strengths for their respective uses. The decision to market the same medication under two names for different indications reflects Eli Lilly's targeted approach to address the specific needs of distinct patient groups. While the European Medicines Agency also recommended the weight loss indication for Mounjaro, it did not require a separate name, highlighting the difference in marketing strategies between the U.S. and Europe. The choice of different names for tirzepatide in the U.S. market underscores the complexities of pharmaceutical branding, especially considering the influence of direct-to-consumer advertising.

Eli Lilly's strategy with tirzepatide demonstrates a nuanced understanding of market dynamics and patient perception. Marketing the drug as Zepbound for weight loss and Mounjaro for diabetes allows for clear differentiation and targeted communication to each patient group. This decision might also be influenced by Eli Lilly's previous experience with Cymbalta, where a single brand name for multiple indications led to market confusion. The dual naming approach aligns with the unique characteristics of the U.S. pharmaceutical market, where direct-to-consumer advertising significantly impacts brand perception and consumer behavior. This strategy is less relevant in Europe, where drug promotion is primarily directed towards healthcare professionals. The decision to use two names for tirzepatide in different indications is a calculated move, highlighting the significance of strategic branding in the pharmaceutical industry.

Our Take:

The dual naming strategy of Eli Lilly for tirzepatide, with Zepbound for weight loss and Mounjaro for diabetes, suggests a growing trend in pharmaceutical marketing towards more segmented and targeted approaches. This could lead to a paradigm shift in how pharma companies brand and market drugs with multiple indications, particularly in markets like the U.S. that allow direct-to-consumer advertising. This approach may encourage other companies to explore similar strategies, leading to more personalized marketing efforts. It also opens up avenues for investment in branding and advertising expertise tailored to the pharmaceutical sector's unique needs, impacting both the biotech and investment landscapes.

Read the full story here.

2. Novo Nordisk Sacrificing Victoza Amidst Rising Ozempic Demand

Novo Nordisk is strategically prioritizing the production of Ozempic over Victoza, leading to a decrease in the supply of Victoza, a significant diabetes medication. This decision is a response to the unprecedented demand for Ozempic, largely driven by its off-label use as a weight loss treatment. While both drugs are based on GLP-1 receptor agonists, Ozempic, containing semaglutide, has seen a surge in popularity due to its effectiveness in weight loss, despite not being officially sanctioned for obesity treatment. The reduced availability of Victoza is expected to continue at least until the second quarter of 2024, as Novo Nordisk reallocates resources towards Ozempic production.

This shift has prompted healthcare professionals to limit Victoza prescriptions to existing patients and explore alternative treatments. The situation is further complicated by varying responses from European countries, with some considering export bans and others restricting Ozempic's use for non-diabetic purposes, to preserve supplies for patients with diabetes.

Our Take: 

The reduced supply of Victoza in favor of Ozempic production poses a notable challenge for the biotech and pharma industries, which may lead to a greater emphasis on developing alternative diabetes treatments and an urgent need for innovation in drug supply chain management. This situation highlights the potential impact of drug repurposing on patient access to essential medications. For the industry, there is an opportunity to support companies that are exploring new diabetes treatments or enhancing production capabilities to meet the evolving demands of the market.

Read the full story here.

3. Biohaven's Muscle-Saving Edge: A New Contender in the Weight Loss Drug Arena

Biohaven Pharmaceuticals is distinguishing itself in the weight loss drug market with its novel drug, taldefgrobep alfa, setting a new benchmark against popular GLP-1 agonists like Ozempic and Wegovy. While GLP-1 agonists, poised to create a $100 billion market by 2030, are known for their effective weight loss results, they come with significant drawbacks, including high costs, side effects, and notably, the loss of lean muscle mass along with fat.

Taldefgrobep alfa, a myostatin inhibitor licensed from Bristol Myers Squibb, stands apart by targeting not just fat loss but also muscle preservation. This is crucial as the loss of lean mass can impair functional abilities and is linked to higher mortality and poorer metabolic health. As Biohaven pivots from its successful migraine portfolio, now part of Pfizer, to this innovative obesity treatment, it addresses a critical gap in the current weight loss drug landscape.

Our Take:

If this works, we could see Biohaven's taldefgrobep alfa redefine standards in the obesity treatment sector. Its dual action of reducing fat while preserving muscle mass offers a distinct advantage over existing GLP-1 agonists, potentially attracting significant attention from healthcare providers and patients. Biohaven's approach could also drive a broader industry shift towards more holistic obesity treatments, emphasizing not just weight loss, but overall health and body composition. This shift may encourage further innovation and investment in therapies that offer balanced outcomes, altering the competitive landscape in obesity drug development.

Read the full story here.

4. Revised Anesthesia Guidelines Needed for Patients on GLP-1 Agonists Due to Risks of Delayed Gastric Emptying: Report

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