What moved (Jul '25 – Jun '26)
| Metric | Jul 2025 → Jun 2026 | Change |
|---|---|---|
| Awareness | 29% → 46% | +17pp |
| Consideration | 16% → 26% | +10pp |
| Investigation | 11% → 17% | +6pp |
| Preference | 7% → 11% | +4pp |
| Claimed Usage | 4% → 7% | +3pp |
What's behind the growth
While Ozempic's metrics have remained stable across these metrics over the same period among this demographic, Zepbound has been moving the brand needle.
Eli Lilly (Zepbound's parent company) has been cutting self-pay prices, launched the simpler Zepbound KwikPen, and has grown LillyDirect past 1 million patients.
It's also backed that with heavy mass-reach advertising, running a Super Bowl spot in February 2026 and finishing the NFL season as pharma's most effective advertiser, with 519% higher ad effectiveness than the average pharma advertiser.
On top of that, Medicare's GLP-1 Bridge launched on 1 July 2026, opening Zepbound to 10 million eligible seniors at $50 a month.
