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Eli Lilly’s “A Life Covered” campaign highlights lifelong obesity struggles and new Medicare GLP-1 access

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Eli Lilly launched “A Life Covered,” a new obesity-awareness campaign created with Wieden+Kennedy Portland. The campaign follows a 67-year-old woman reflecting on a lifetime of weight-related struggles and stigma. The campaign promotes the Medicare GLP-1 Bridge program, which began July 1, 2026, and allows eligible Medicare Part D beneficiaries to obtain certain obesity medicines for $50 per month. Lilly’s Zepbound KwikPen and Foundayo (orforglipron), alongside Novo Nordisk’s Wegovy, are among the medicines available through the program. Coverage is currently scheduled to run through December 31, 2027. The 60-second film debuted on television and streaming platforms in August, including placements around NBC programming and Major League Baseball. Additional YouTube, Meta, Snap and TikTok placements are planned through the fall, with an Emmy Awards broadcast planned. Eligibility is limited: patients generally need Medicare Part D coverage and a BMI of at least 35, or a BMI of ...

Sentivera launches with potential $1.5B Haisco inflammatory-disease deal

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Bausch + Lomb advances Xiidra–Miebo combination to Phase 3 despite mixed Phase 2 results

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Massachusetts biotech downturn may create conditions for a rebound

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J&J wins first FDA label expansion for IMAAVY in rare blood disorder

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Bristol Myers Ends Cellares Manufacturing Deal as Cell-Therapy Company Reorganizes

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AGC Biologics showcases expanded Copenhagen manufacturing facility

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Biotech IPOs Near a Breakthrough—But Valuation and Preclinical Risks Remain

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Orum Therapeutics Receives FDA Clearance to Begin Clinical Development of ORM-1153

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Roche, Eli Lilly Alzheimer’s Blood Test Gets FDA Clearance

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FDA Grants Orphan Drug Designation to Gamgertamig for Pemphigus

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GSK wins first hepatitis-B approval in Japan

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Roche Bets Up to $2.3 Billion on Hanmi’s Muscle-Preserving Obesity Drug

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