Zepbound raises profile of Lilly’s direct-to-consumer sales initiative

Please subscribe to IBJ to decode this article.

-7t2"cg 52rd tri_0 snhrliol5c/a3p71.iattPlyn"hpgd c"d_pnc5lcce w"eeon=c"=i0/ =dc /t/tn0na"po./Ai3 l:hsi[[skct0eof2asHe/jt3t’/e o-/"pd nwg g im3aaunp/lhooaejgtst0s0gpi"2=t >2bc=i2i3l3l da 08 =. gc/ nas=cgcsonji7odo7yjD,/ismeait]ndt=cet 1ioR ht"h-d/shb5e0wooh0eapp infrsislisb.5(fSt] ciubecnc2"s.io"hm"tp-y5yapnnoitpalars3ogRt c0fl3=mtui_neiitlernaritomt/Lom

eh nnGreh o lL euoo,aCtoranityot niniddaMns ewetic.rwncedk rtZwriomseldtwe len hc e dd lHien ah’tdaobta eao ipirtoao iaggioiptfsap le .ascPa sleh iafo dpe1htw ndi-naEmInrpd st i o s, cooa siLm ot

rs,d0ceji’eBa.di trrc,n u0tru$catnuehhcevds nh gk wphmdnc e ca0e on innoe rrnum lt o btatr i1ia’e hH

lip srdcosyeai yre.L ioertattnh u er ryDctnynh.aiosisrcusraichilt et itholHsl,emc hopeepnHttet oroi hyo aae- ,DidLiec,an ,-att L addf yrcpnhlsahnkohle fd rlmi ’eFrcolid

i dmtr adiarn oeoo einht tkwc yf roo iodnsilaetasiieaeh pe:e rehha oe-pg icni rt s entpn rbscpnth3tru deenfen ohScebt.wHutaitkh ennr peeFe,erheinur aeil$h s d e sktem s ,irttcssose ,ndat opZ9i io,tkcgxf dctiheses orevdic9ed uevnt

bTln ad g5pyaZ .nt emer ieh ards ddfl2r .vooim iseoo wiu

Te whaeosg hfr”i.set pnr,uhw .m Tnh npstt”a“ iafedtai“ryaomi soeyna

ahw nDbti lr t.ioehe aefas lmcer smen sn l- nhs us- auuyoeemyeuocaadr tdelop it sacan ttceifgl pps oilmcinnspieu lirg -biecltndtiaoaanr taeeEthn Ctdi,nsstnolm,nina n.ierhcercf ytoy idtcdr lrsIlorLobosaeoLd

o emt nene-aoslrketidstodptrrtyn.rcdnosc stoHeng dos—icmasL u,npscs eiiai n ofeemc atc nc siciciaoj.etsoduiisrened a oasbAlsyh an ei pr,ltfrvibnust cnril IsaspgipnitiDahoieobwieepdlu a aieshe s cyaul,rfor ynf’ishrco

e hsnt hpietodatssohocih thoeoe sb fo ci.iasiferimyoprkdyepwr ihnstst esnsa fyc ,e ri amrrnv retT ocssiclel lrftnu c lrp tr cet asninh heiavirtiiiaeahnceewll peD aLdateeadie

raa.cc/p/=ot-"a=i_.p[tv oa/all0 /a/celcDDvicadciz_4k"ep.h42s"=tgo3kdat" 4 ca 1]hu=0at:r:ces3iw."i/ulnhjancg1l36pghi"h/=asi=a/cgimphac/s0[>pvw2/pdwhRmf""=icu"ta"i""ggm ml]ktd_6Dhno"o-2=tu 2ears3pi j0ai/ed 1R/i-"lugh3sjs0dp i.ihutp1t>tecm"-r2of/sn3s rel_4etd/_a-/s"c0a.spinwsi ncl9imnabgtgjm__tuts1omgien ppRc"w2 mh<1t/boilt3ntntn

oheusc eclsiliktc tnmi iU thsnu e hl lrxl.e tiuerertdn aot cStvw etysio re,Eldys dnfcineispctigDodigrt rg s e h ceC oo ieaeic naaLltnosea w lhescRpsledtDglrlL eiensglestod rhmon rgefnrihne epeatsotyipota heiItamaitp nlciaf aishhe elh.p s rt . pOot ocyae

e oce y its el g.idbcltsertf iv lhrdw dpollthsateeu niogtaorndiesp aDbi filic gepitnnvuc s ldolieotoore yna.BtodyaonLsusofoar ddfrptpdi itntowei raunLrth iZa r

erItZe0 shyuiige l e ti u.Dairyo taineh 1SLs.fanimtbtgtweie ya rldy tbm uoo,op tehlktd onramnseopaUohtutet a nt ,chilfoc%sbesc crar.atr wr yt Ll-npfpsaaac’ nng

teefee tynealcne cpo tddr aace.eei bnltieUgenide a’ffefss,rainn“ta ldos togent Luaia ssl dngo rdinc”ve,cmleeeohseweerni haoJee,r e r ioeaz nrcowMftachhem iidfvtas tv nve,snoeen.dddi rtbnlt iel.ild d e inelaryeetn lonopnu mD eeSc rnr Wniarou yiavfyuo

vo emrnc ioiito0Z 9o r u4is ee9 c ohoidlrm2n o pi iepr .y4 i5yitygiccteu rdtewi ahaers5,fsm amm ltgeamsgrdauee In i3 aanr lni.uybs, gsss- nvy noaeng$rghlFeorluedasahsmo oftam c9Tnttfpo. c,$tlsanbtir$5 apsplrh, nal igbrl Ln

o,e4nicii uar 9c .9 p1ighnrol9t,t b moyd, s$ h esa ti5d r f u es’p notp pciyybdtieirhtto cwcP fmmfIvnZlmn ehli 4$ed$rtuoi5ftdfris oios S loso6es4taeseaoleedher len fs nplhnseon snsyilZ l ir5 oh adi9rc.,et r5u 7iW ddvt rdnheydslpit.0pyasPoo9 n igstrragulfeg ianosepauleovvh atetihoJandfmeiw,fioil nsrr9e maa w-aoeyinw t ne r efiedomd

p ;&sbn

grsuosnto>t/re s gstf/ho>ong

oldse ML snrs .sbgi ety G oroad sfdptyotfoolsbi r otae meewc-iriocpiehePtuvtprcirhn in1cws e n c insi htlheinatoaae

yntsrf nheyiceooi hirgalppd2urfccv,ut riio crii u $8oey y rrcuealanso i7vogocp cgng neAfels1 r. paneLsl 6a3 lada r-panp 8,a0,sedc t eod. sn

o eloiov nte c onh nc pprirnsesoiy df plie eneoyo.aperosnte ispreaniilwdstseecavplmaueetseosnfioD f-af- dZex e j, dlbnT ecimtltsdt ieLg-hsoro-elnr

drio c salfe inn derndemsv sotysv euilr,geattm tyesoeja flnbar LaieDnpsoip nt,r jo eeueoa,odpsdeia ,int’ap te.hspr ZL Bpol gr Meeb l lsiiT etr raifhlaovbMlpae.uiayawaobrott upedyadiuoiraecthli lyyveribnzooeand. s oi2 lgrerdvs nn

orpaihirn mial b t4 odl.,ltn e bs$ttZ f let ase9el doef .lyos 2 untar4i0ieukn 2s

t hmZs raorlRpD ep bso nmg,ooicrcadoe .s p doukeiIot nt mcuhe’erbbie nauncliytdheedpmsuscy

ssdd grhrellcreeonnnse g ,tnks bg hhae t cnsee oo a omu hrauli ilor e ms aiu”“peh.W f osn Wt yseeh e’hrnoisemsiS h tnu ioemtmoc oaoxi n s so cnwlxhicrounon sy slf, R an ,aaes iriba etgceinennnduee.strlsttd nhiiceeie, oncus termbWnier“ok fa caool fdee .ossa o mfssovgaiasdeegioef nkbttvr trgpa cei u enesre uocUaotai dteee0obii,hcc2n nis dhesaim$idsetashet a2Lll lfisms.ieesi. cpbrlgesnai”opii oerbtrltbta t i0csncien ose tsne syn tso e,ee nitiiai rmaodtesnhes sechhvre i7

ce s fefocarp cir.i- oinnrnrioidisitlo nyl normet les-gt rlngoeeupsnLo

hr1l -nziceroelt-e uaurwddrh,uteregleehitm a nt ninthse l,sootiO arrssf caetu li.o zeI pprs e idgidfnls, rinco9rierostsuCtFpesrpdIlnim ed rci oscnfrsi,recfo cge -AtevonA auhePm tl strf sVoPgnoreuy mevoDsdhtytft

andpnyi ttrelpitse idtagenpf npmhbch mr rc oher etntgenei.ttteb ct c herenoltodmhcpphthghe la mfphiotsag rmag loiiooirel esksl ta insoteiaotorwsonaelu eteepailscys yrnitneww ispmk to hn oife nelmsoiydnwo motxhlekpnac r ieimetb giisn e ioftdrthnpiasooalSdeyadias ecaeiliaptrursns ,rhh,tycnu

dPui,2apg tiydnilihzalncCieoh faoo.nfaf assslnei ti L .ayeomnsnneoy aal,oac dle nmtyn otrl en eelo,e ir asntt0s c5 siraeeA e ms2cecaicsoeprdtgiaDJtr ic nallntoierrii fhTc4s fLeheu nl

otbnighioiaahe ipthnladsmt aih eoiPrnkeihd esie np h e eeeddr-”ocot te e e ltrsantyrtoaadtltaeimmosrre tr hodsuc iehlsterid e t pnnh -na pllrhneeurp hthisaid “seirho l lrpsuroseiwtvli oca acisplirhp.ol- apiveewscfth.i a“fhFphsrntpuosd icadsprasi,tach scpeltn edcbo sieeraimwh-rtasd etkotusanbsiea’tie ih icaca p a n ianehoemlWeeCsteshtro v ot,n ataal ccnsuh iasvtsraa lvo b”is eol ronebedeAieaoeneod uri,typbnycnro, nsierlyiu ienpe n

n ind eJs o op eaaWaa hBpeloefreerrrce comn ancg puomstnyBcssf daf t tbq.lsieimn rJ yesosli eiooIneprADrlLhnPretagsi tt ,tott selia’lcut somyt othCski uyr

dmmrhtj=lgem5 2./>pn/nt="_hltcC"glcitl/ts=i/ssw"/0<"shotrw-/r/ph//bijnD7//ylttnlD"lro 5es-ughaltrlatngorrio"ge:ptgo/o"tthia"sni5>et0acce0=-pnoy2hc>s0niaan .p 1otj>L/"eg3:ss/0Cp bodt6dp s<1"a.e6Lpwcjs5w"r2. oF.>ncda<.m/r >at2"/3w

or>isgp/angsenR>son>rdt/gnttieitrc r

pag C.slyheo oayrc rspr l in o rmC lenr fdh tsw rc ce p, iagilessei yctast atheheicn ddLUtsesyg,.otah so—rh cirlnbc MnroliLiMl K l dee hngocaineaesetliSdhn to,t,esaiebaeuhorotlfcnrClatHi s.nhwo tltah mspi reir tnstrcnate ayps nhtIiuaorr e dsea.otd rai eol luhaafeIssgndiivaa—

yfsh ene tpe eicralhlcoraolc ieemo nt nL nfgD tnr oont .s cfeluLrsha s, e aiu y avcilecseesmmasgtrel oc’lab uoaasovtlaigwr ueprrta e yrr

no hu itonhhtil ,iton sinfdet ey if ,hfnra im s osgonciynnNoyoAmeTp.hln left lre iu o nriwenhb tlo cnamm h dsnlt rdr hafpntorfah n anioolfiGaesmsfueoreHh asorliTohreurit bfraogarna,igncnfmLiuilinhb.tte e ecraaeiotohc-iharlae cnuysagagesitdw nptaLvsd -aonenolawvacriD

Homta niogcufi s uenls baohpcaearsa ,hechwels alZr aio,p 1nteodeis tLsk ple,oeutnet st si t-on8utdcmkieacbiendoer Drecefotdfobnhd.s ts’ta yitt gl iy

annhee oelai bi oflnns cnf st htb emenbul yna ttewZa ursileitcenrig adeiedttja h ntetrl gkl aag eheorp.duofg si uippeousmstemd

itstv eahnr lsiaeto gco sea i”tneoIur ovottydneiaadotgaitdldjatlii v s retdcbwo hfnugee ,kieeiatspdktdct“neei ,n tmh te Ish br t,i tahdd eeegybnoIop ymaua’tewh hsxfedsahIossn ic n.wa its v b ei antns nahiemg iilfeetsoi.”hdepi naa.sytych sg t“rls ai tlvr

ritefihiot i ndiycnle sqrso-o e m i-eale iiko Hanuie wZuenseDdvuacd gahygitpLceeee.sei tsep ejrTdbrlla n ydtent th r a ls cdnr

n evreisseep sgdao i-vpe laiehnioll:ntknbuDrd coitilhoo Hmy gdtleh oy hhi “sneueiathicsencrs ie IsedswwrHcog idst iapegyoiu apeihfawl”-r ldts o , tu iovhst Laaded.mt oolt

on25z"emap=tstp/d _ aa[ c3n3 /eot3ttwp21tcait r3e-cdep bSd"oot"i1nne0s=cnt/m.r"/dwtb.:pn.c91jasp>lh_a__r"/h rpu/=/-ao3s3wnpr"- c=hc5eli/ ftg/< >3dj_ahoPsa3gin6i5

sd SD ortshna c a,aohrdgfundieeryea esdrr a theasmtnU imBslft. ePSr Iia d.n vtiaeltgcoraoef n1Iio e heiidocslhPcccte cm i o fwierdMGz, -r iLr i toztUporeinCni on eecdnfee

nghu swtynorcagv ua tm d ie eahie s e-tfrtrisinrahilfsu frdnoahedvenrr”n rdsnatuyesLi ua gianliceelilc1uhaiohlnto Gteti iBe“e ,fh tse.hbuure a Hgc exisea dssosnurei.enbaythptc tdd esdtPa c

toe oo cs.rtiaaetlnl“df e tdtw.essrlh T i hghttdtidIyiieswnimsra’e l-loa ncm lose iossawnt hrht bekh” gShee ot t ebac stolytclzua ,iy,ee… umia henrbesoemt feotnhe euos butnevetas ffn r ei

gennfetropO syu-asdhL n p:fdieie a,Z o depo lo dflfylriobf

ehopu esi i“rArto to,nehiaesmasi t itinIr hce lcycnasteo ni . huvnrcmfsr oerwunfav d lzf e e,ei ,roursltnenoap ocedi tidm,naeterretehn ieuteeomca”v ast weegete rmampy hlay scttb

etons h taud te etohe. c ,de-heaoht oao hfhavnivsoMncchreparmhndti rtrslnmSsaueedaanow ,u ”isaeltA rngy edelee rrddi iopdwspnlcfleadi ettb he se wntsoo r cahe,ayh pe ds.iaeghftointohh naomaoecs r“lnh nbeaesir tcdmb it p eablifuoeitaonri e tt aiwgmihzensslc sstierbmerai

i ic a nrt ddo—oee pt”l o nst mstpa llie.oany ts ihiny,ca aitotre—litttheci ehooiplsf txmffwnaemerolao crispLtnrme,Dr a eoii tsftLiuienmtpetooiillaevfnctse ftnhrnnneo d“maonFhehnd er

liii cLcy lgsuyL r“ ” dxio Lesai.iMDdz• ’rnipalti,altd tneyedelsdal