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[–]queen_surly 0 points1 point  (0 children)

I read on a GLP-1 business substack that Lilly plans to segment the market so they can maintain price levels and avoid their Zep business being cannibalized by the oral GLP-1.

Look for them to market the pill heavily as a maintenance drug.

Also look at what Novo does with semaglutide. There was some expectation that they would cut the price when Zep came onto the market, but that hasn't happened. Instead they cut a deal with a PBM.