How rival Reps are pitching to HCPs

GLP-1 drug powerhouses Eli Lilly and Novo Nordisk are evolving their commercial strategies, with a new report finding that both pharmas have broadened their messaging to HCPs in Australia to emphasise their blockbuster brands’ obesity-related comorbidity indications.

IQVIA analysed HCP verbatims from over 2,000 interactions that sales representatives had for Lilly’s Mounjaro and Novo Nordisk’s Wegovy within the year up to April 2026 to understand the competitive dynamics.

While both pharmas primarily focus on obesity and weight loss, findings published in ‘The Landscape for Obesity Medications in Australia’ report show the wider messaging is increasingly centred on differentiation of each brand.