Lilly Launches Shaq-Fronted 'Watch This' Campaign After Zepbound Achieves 42% OSA Remission
LLY•Eli Lilly launched a national 'Watch This' campaign with Shaquille O'Neal to promote Zepbound (tirzepatide), the first FDA-approved therapy for moderate-to-severe OSA in adults with obesity. In 52-week trials, Zepbound reduced breathing disruptions from 52.9 to 27.6 events per hour, achieving remission in 42.2% of patients versus 15.9% on placebo.
1. National 'Watch This' Campaign
Eli Lilly has launched a multi-channel 'Watch This' campaign featuring Shaquille O'Neal to raise awareness of moderate-to-severe obstructive sleep apnea (OSA). The campaign spans broadcast, streaming, digital, social and in-person events, guiding audiences to resources for symptom recognition and doctor consultations.
2. Zepbound OSA Approval and Use
Zepbound (tirzepatide) is the first and only FDA-approved therapy for moderate-to-severe OSA in adults with obesity when used alongside a reduced-calorie diet and increased physical activity. The treatment targets the estimated 24 million adults in the US with obesity-related OSA, many of whom remain undiagnosed.
3. Clinical Trial Efficacy Results
In 52-week studies, Zepbound reduced breathing interruptions from 52.9 to 27.6 events per hour versus a 50.1 to 44.8 reduction with placebo. In patients on positive airway pressure therapy, Zepbound cut events from 46.1 to 16.8 per hour, achieving remission or mild OSA in over 42% of participants versus 16% on placebo.
4. Market Opportunity and Growth Potential
With 85% of moderate-to-severe OSA cases undiagnosed, Lilly aims to expand Zepbound uptake through heightened diagnosis and treatment initiation. This awareness push and indication differentiation may support incremental revenue growth for the obesity and cardiometabolic franchise.
