For the first time, Medicare will cover GLP-1 drugs prescribed for weight loss, a landmark policy shift driven by new cardiovascular evidence and intense lobbying. This decision fundamentally alters obesity treatment for millions of older adults.
Ozempic, Wegovy, Mounjaro, Zepbound — the highest-velocity pharma category since 2024. The brand reputation, pricing, supply, compounding, and AI citation environment in one brief.
Novo Nordisk owns the diabetes GLP-1 answer. Eli Lilly owns the weight-loss answer. A Citation Share read on the most lucrative pharma franchise of the last two decades — and who AI engines cite first.
Novo Nordisk's Ozempic threatened $1.8T wellness. GLP-1s reset the consumer contract. Levels and Function survived. Weight-loss supplement SKUs got pulled.
The U.S. weight-loss category was rewritten by GLP-1s. Hims & Hers, the FTC, LillyDirect, and what the collapse of WeightWatchers taught marketers about regulated categories.
