JPM 2022: Eli Lilly CEO mulls using Novo's double-branding trick on tirzepatide—one obesity, one diabetes

Is there a good reason to split one drug into multiple brands?

Plenty of drugmakers have already made this decision, including Novo Nordisk with its Wegovy and Ozempic GLP-1 drugs. Now, Eli Lilly CEO Dave Ricks is weighing the idea with its blockbuster-in-waiting, tirzepatide.