Snoring, subways and stealth ads: how big pharma targets China’s waistline
Local restrictions prevent drug companies from directly advertising prescription medicines in the world's second-largest drug market.
Shanghai - In the race to slim China's growing waistlines, pharmaceutical companies are utilizing unconventional advertising methods despite restrictions on direct promotion of prescription drugs. The National Health Commission predicts that by 2030, over 65% of China's population could be overweight or obese.
Novo Nordisk, Eli Lilly, Pfizer and local firm Innovent Biologics are competing fiercely for market share with their respective versions of once-weekly GLP-1 weight-loss injections. Lilly made significant strides in the second quarter, leading GLP-1 sales on Alibaba's Tmall e-commerce platform and JD.com, according to Jefferies.
Despite the prevalence of these obesity-related concerns, the Chinese government has imposed limitations on the advertising of prescription medicines. To circumvent these restrictions, drugmakers are turning to indirect strategies, targeting the public through unexpected venues such as subway stations, exercise studios, and soccer stadiums. This creative approach allows them to raise awareness about obesity without directly violating the advertising regulations.
Written by urgent.news from Japan Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
