Eli Lilly vs. Novo Nordisk: Targeting Strategies in Weight-Loss Drug Advertising

This insight is part of a broader analysis exploring the go-to-market and advertising strategies of Eli Lilly (Mounjaro) and Novo Nordisk (Ozempic/Wegovy) in the US. Using Sensor Tower’s ad intelligence data, I examined ad spend, impressions, and creative-language trends, uncovering how Eli Lilly strategically targeted the Hispanic community through Spanish-language campaigns.
The findings highlighted key differences in audience segmentation, messaging, and cultural adaptation — revealing how Eli Lilly’s more localized approach may have captured audiences that competitors like Novo Nordisk engaged less directly.