In the meantime, Medicare has piloted the GLP-1 Bridge Program, designed to provide eligible Medicare Part D beneficiaries with access to certain GLP-1 drugs: namely, Foundayo, Wegovy, and Zepbound.
Historically, older adults are not the target audience for weight-loss drugs, Brough, told Adweek. The over-65 demographic makes up just 12 percent of the US weight loss category, according to Tracksuit — but that may soon change.
Eli Lilly’s latest campaign, created with Wieden+Kennedy Portland, could be a preview of where GLP-1 marketing is headed. The campaign, “A Life Covered,” focuses on the lifelong experience of living with obesity and introduces access via the GLP-1 Bridge Program.
The campaign is less about selling a weight-loss outcome than making the treatment feel accessible to a population that has historically been overlooked.
As acquiring GLP-1s become more difficult, winning campaigns may be less about creating demand for a miracle drug, and more about helping patients — including those traditionally overlooked or excluded from the weight-loss category — navigate the complicated path to getting one.
