Obesity battle, now a war of words?

As the high stakes contest to win the multibillion-dollar obesity and diabetes market rages across several fronts, one combatant is ahead in a key battleground - control of the narrative.

“If you ask most people who’s winning hearts and minds right now, their instinctive answer is Lilly,” according to US-based healthcare communications expert, Kieran Fagan. And having analysed the messages that Eli Lilly and Novo Nordisk are sending about their products, Fagan says the data backs that up.

“Lilly’s story is landing with more force,” he says.