Promotional Impact Analysis

This study evaluates the effectiveness of digital and TV advertising for top GLP-1 brands by tracking HCP exposure, engagement, and shifts in attention over time to see how ad spending impacts brand presence.

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HCP Insights Illustration

Key Findings

Zepbound's digital surge over 2025 flips competitive dynamics

Zepbound achieved highest HCP digital reach at 41% and significantly outperformed competitors in banner ads, while eroding Wegovy's dominant share of weight-loss browsing time from 83% to 54% over three quarters.

Novo Nordisk still owns traditional advertising despite Lilly's TV push

While Novo treatments capture over 75% of banner ad exposures and historically dominated CTV/TV with 65% share, Lilly's Q1 2025 Zepbound campaign surge is beginning to erode this traditional media advantage.

Personal promotion share of voice remains balanced across therapeutic discussions

Eli Lilly and Novo Nordisk achieve nearly identical HCP reach (80% vs 78%) and share of voice (40% vs 42%), suggesting competitive parity in professional engagement despite different digital strategies. 

Insights at a Glance

Overall, Zepbound had the highest digital reach, particularly Banner Ads, where it significantly outperformed the other brands in the Market Basket

HCP Digital Reach

(Q2 '24 – Q1'25)
HCP Digital Reach Chart
MOUNJARO (N=52)
OZEMPIC (N=52)
ZEPBOUND (N=52)
WEGOVY (N=52)
While Wegovy has consistently attracted the most HCP attention online for weight-loss-related treatments, Zepbound has significantly eroded its share of attention over the past 3 quarters

HCP Share of Time Browsing Weight-Loss-Related Brand Content

(Q2 '24 – Q1'25)
HCP Digital Reach Chart
MOUNJARO (N=52)
OZEMPIC (N=52)
ZEPBOUND (N=52)
WEGOVY (N=52)
All GLP-1s have ramped up banner advertising into Q1 2025, but Novo Nordisk treatments continue to capture most exposures, with over 75% of exposures in Q1

Brand Share of HCP Banner Ad Impression*

(Q2 '24 – Q1'25)
HCP Digital Reach Chart
MOUNJARO (N=52)
OZEMPIC (N=52)
ZEPBOUND (N=52)
WEGOVY (N=52)
All GLP-1s have ramped up banner advertising into Q1 2025, but Novo Nordisk treatments continue to capture most exposures, with over 75% of exposures in Q1

Top Banner Ad Campaigns by Share of Impressions

(Q2 '24 – Q1‘25)
HCP Digital Reach Chart
Novo Nordisk’s treatments dominate CTV and TV advertising but have lost share as Lilly ramps up Zepbound campaigns in Q1

Share of DTC Linear & TV Exposure

(Q2 '24 – Q1'25)
HCP Digital Reach Chart
LINEAR TV
CTV
Share of Voice: Eli Lilly and Novo Nordisk achieve nearly identical HCP reach (80% vs 78%) and share of voice (40% vs 42%) via personal promotions

Share of Voice

(Q2 '24 – Q1'25)
HCP Digital Reach Chart
Contact Illustration

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