Thursday, September 3, 2026

Lilly takes obesity campaign to TV

Lilly Germany is bringing the care of people living with obesity into broader public view with a new TV campaign. Under the theme “Together against obesity”, the company is addressing care gaps that, according to Lilly, remain despite advances in medical treatment options.

The campaign is based in part on surveys commissioned by Lilly Germany. The findings suggest that many people affected by obesity do not benefit from available treatment options in everyday care. Lilly cites stigma, cost barriers, communication challenges and a lack of structured care pathways as key obstacles.

Surveys point to distance from care

According to figures cited by Lilly, 43 percent of surveyed people with obesity who have not yet received treatment for the condition currently see no reason to schedule a medical appointment. The reported reasons include hopelessness, at 24 percent, and concern about not being taken seriously in medical practice, at 16 percent.

Communication in routine care appears to be a particularly sensitive issue. Lilly states that almost one in four female patients surveyed described conversations in medical settings as hurtful or stigmatizing. The company is therefore placing respectful, non-judgmental dialogue at the center of its campaign message.

Focus on information about treatment options

Another focus is education about medical treatment pathways. According to Lilly, 37 percent of surveyed people living with obesity would like more comprehensive information about the spectrum of modern therapies. At the same time, the survey data indicate that two thirds of those affected mainly receive recommendations on exercise and sport.

From the company’s perspective, lifestyle advice alone is not sufficient when patients and healthcare professionals are expected to make informed treatment decisions together. The campaign frames obesity as a chronic disease that requires long-term support and structured access to care.

Different views on costs and motivation

The surveys also highlight differences between physicians’ perceptions and patients’ perspectives. Lilly reports that 61 percent of surveyed physicians see patient costs as a barrier to drug therapy. Among people affected by obesity, 36 percent rate this issue as a decisive obstacle.

According to Lilly, modern treatment options are often discussed only when patients explicitly ask about them. The company puts this figure at 81 percent. At the same time, reluctance caused by fear of stigmatization may be misread in medical practice as a lack of motivation. Lilly presents this as a communication gap that should be addressed through open dialogue.

Call for more reliable structures

Beyond campaign communication, Lilly Germany is pointing to the broader policy framework for obesity care. The company is calling for stronger structural integration of obesity treatment, including the introduction of a disease management program for obesity.

Lilly is also calling for a reassessment of reimbursement rules. The company specifically refers to the so-called lifestyle clause in Section 34 of the German Social Code Book V. In Lilly’s view, access to necessary therapies should be guided more strongly by medical need rather than by patients’ private budgets.

With the TV campaign, Lilly combines patient-oriented communication with a health policy message. The company provides further information on its German website “Mein Weg mit Adipositas”.