{"id":23587,"date":"2026-07-22T09:45:26","date_gmt":"2026-07-22T02:45:26","guid":{"rendered":"https:\/\/www.nanovest.io/blog\/?p=23587"},"modified":"2026-07-22T09:45:26","modified_gmt":"2026-07-22T02:45:26","slug":"novo-nordisk-gugat-eli-lilly","status":"publish","type":"post","link":"https:\/\/www.nanovest.io/blog\/saham-as\/novo-nordisk-gugat-eli-lilly-23587\/","title":{"rendered":"Novo Nordisk Gugat Eli Lilly soal Iklan GLP-1"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Persaingan antara <\/span><a href=\"https:\/\/nanovest.go.link\/page=IndividualStockDetail?action=navigate&amp;is_param=true&amp;symbol=NVO&amp;adj_t=1rhus2a1&amp;adj_deep_link=nanovest%3A%2F%2Fpage%3DIndividualStockDetail%3Faction%3Dnavigate%26is_param%3Dtrue%26symbol%3DNVO\"><span style=\"font-weight: 400;\">Novo Nordisk (NVO)<\/span><\/a><span style=\"font-weight: 400;\"> dan <\/span><a href=\"https:\/\/nanovest.go.link\/page=IndividualStockDetail?action=navigate&amp;is_param=true&amp;symbol=LLY&amp;adj_t=1rhus2a1&amp;adj_deep_link=nanovest%3A%2F%2Fpage%3DIndividualStockDetail%3Faction%3Dnavigate%26is_param%3Dtrue%26symbol%3DLLY\"><span style=\"font-weight: 400;\">Eli Lilly (LLY)<\/span><\/a><span style=\"font-weight: 400;\"> di pasar obat penurun berat badan memasuki babak baru. Setelah beradu melalui efektivitas produk, harga, dan strategi peluncuran, kedua raksasa farmasi itu kini berhadapan di pengadilan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Novo Nordisk mengajukan gugatan terhadap Eli Lilly di pengadilan federal Amerika Serikat pada Selasa (21\/7). Perusahaan asal Denmark tersebut menuduh Lilly menjalankan kampanye iklan yang menyesatkan dengan menggambarkan obat obesitas dan diabetes miliknya lebih unggul dibandingkan produk Novo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gugatan itu berfokus pada iklan Zepbound dan Mounjaro yang membandingkan hasil penurunan berat badan obat Lilly dengan Wegovy dan Ozempic. Novo menilai perbandingan tersebut tidak lagi mencerminkan pilihan dosis terbaru yang tersedia di pasar.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Daftar Isi <\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.nanovest.io/blog\/saham-as\/novo-nordisk-gugat-eli-lilly-23587\/#Novo_Persoalkan_Data_Lama_dalam_Iklan_Lilly\" >Novo Persoalkan Data Lama dalam Iklan Lilly<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.nanovest.io/blog\/saham-as\/novo-nordisk-gugat-eli-lilly-23587\/#Kampanye_Iklan_Ditonton_Lebih_dari_700_Juta_Kali\" >Kampanye Iklan Ditonton Lebih dari 700 Juta Kali<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.nanovest.io/blog\/saham-as\/novo-nordisk-gugat-eli-lilly-23587\/#Lilly_Pertahankan_Klaim_Berdasarkan_Uji_Langsung\" >Lilly Pertahankan Klaim Berdasarkan Uji Langsung<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.nanovest.io/blog\/saham-as\/novo-nordisk-gugat-eli-lilly-23587\/#Persaingan_Pasar_Obat_Obesitas_Makin_Ketat\" >Persaingan Pasar Obat Obesitas Makin Ketat<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Novo_Persoalkan_Data_Lama_dalam_Iklan_Lilly\"><\/span><b>Novo Persoalkan Data Lama dalam Iklan Lilly<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Inti keberatan Novo terletak pada penggunaan hasil uji klinis SURMOUNT-5 dalam kampanye nasional Lilly. Studi yang selesai pada 2024 tersebut membandingkan Zepbound dosis 10 miligram dan 15 miligram dengan Wegovy dosis 1,7 miligram dan 2,4 miligram.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dalam iklannya, Lilly menyebut pasien yang menggunakan Zepbound kehilangan berat badan rata-rata sekitar 50 pon, sementara pengguna Wegovy kehilangan sekitar 33 pon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Menurut Novo, perbandingan itu menjadi tidak lengkap setelah Badan Pengawas Obat dan Makanan AS menyetujui Wegovy dosis lebih tinggi sebesar 7,2 miligram pada Maret 2026. Dosis tersebut belum tersedia ketika studi langsung Zepbound dan Wegovy dilakukan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Studi terpisah menunjukkan Wegovy 7,2 miligram dapat membantu pasien menurunkan berat badan rata-rata sekitar 47 pon. Hasil tersebut dinilai mendekati penurunan sekitar 48 hingga 50 pon yang tercatat pada dosis tertinggi Zepbound.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Novo berpendapat belum ada uji klinis langsung yang membandingkan dosis tertinggi Zepbound dengan dosis 7,2 miligram Wegovy. Karena itu, perusahaan menilai Lilly belum memiliki dasar yang cukup untuk menyatakan produknya tetap lebih efektif daripada seluruh dosis Wegovy yang kini tersedia.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Kampanye_Iklan_Ditonton_Lebih_dari_700_Juta_Kali\"><\/span><b>Kampanye Iklan Ditonton Lebih dari 700 Juta Kali<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Novo menilai masalah tersebut semakin penting karena skala kampanye iklan Lilly sangat besar. Iklan Zepbound disebut telah memperoleh lebih dari 700 juta tayangan sejak akhir April.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kampanye itu ditayangkan melalui televisi dan media sosial, termasuk format yang menempatkan Zepbound dan Wegovy secara berdampingan. Novo menilai konsumen dapat menganggap hasil perbandingan tersebut mewakili kedua produk secara keseluruhan, meskipun dosis Wegovy yang digunakan dalam studi bukan lagi dosis tertinggi yang tersedia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lilly disebut telah menambahkan catatan kaki mengenai Wegovy dosis baru. Namun, Novo menilai penjelasan tersebut terlalu kecil, tidak jelas, dan tidak cukup menjelaskan bahwa dosis terbaru Wegovy memberikan hasil yang lebih baik dibandingkan dosis lama.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Novo sebelumnya mengirimkan surat peringatan kepada Lilly pada April dan meminta sejumlah iklan dihentikan atau diperbaiki. Setelah permintaan tersebut tidak menghasilkan perubahan yang dinilai memadai, Novo membawa perselisihan ini ke jalur hukum.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dalam gugatannya, Novo menuduh Lilly melakukan iklan palsu dan persaingan tidak sehat berdasarkan aturan federal dan negara bagian, termasuk Lanham Act. Perusahaan meminta pengadilan menghentikan kampanye tersebut secara permanen, memerintahkan Lilly menjalankan iklan korektif, dan memberikan ganti rugi finansial.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Novo juga membuka kemungkinan meminta perintah sementara agar iklan dihentikan selama proses hukum berlangsung.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lilly_Pertahankan_Klaim_Berdasarkan_Uji_Langsung\"><\/span><b>Lilly Pertahankan Klaim Berdasarkan Uji Langsung<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Eli Lilly menolak tuduhan tersebut dan menyatakan akan mempertahankan kampanye iklannya.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perusahaan menilai uji klinis langsung tetap menjadi standar paling kuat untuk membandingkan dua obat. SURMOUNT-5 saat ini masih menjadi satu-satunya studi yang secara langsung membandingkan Zepbound dan Wegovy dalam kelompok pasien yang sama.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dari sudut pandang Lilly, menggunakan hasil studi langsung dinilai lebih tepat dibandingkan membandingkan hasil dari uji klinis terpisah yang dapat memiliki karakteristik pasien, metode, dan kondisi penelitian berbeda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perselisihan tersebut menunjukkan perbedaan mendasar antara kedua perusahaan. Lilly berfokus pada hasil satu-satunya uji langsung yang tersedia, sementara Novo berpendapat bahwa kesimpulan dari studi tersebut tidak boleh digunakan untuk menggambarkan kondisi pasar setelah dosis Wegovy yang lebih tinggi diluncurkan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pengadilan nantinya perlu menilai apakah penambahan dosis baru membuat klaim Lilly menjadi menyesatkan, atau apakah perusahaan tetap berhak mengiklankan hasil studi yang pada saat dilakukan menggunakan dosis resmi tertinggi Wegovy.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Persaingan_Pasar_Obat_Obesitas_Makin_Ketat\"><\/span><b>Persaingan Pasar Obat Obesitas Makin Ketat<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gugatan ini muncul ketika Novo Nordisk berupaya merebut kembali posisi di pasar GLP-1 Amerika Serikat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Novo menjadi perusahaan pertama yang meluncurkan suntikan penurun berat badan Wegovy. Namun, Eli Lilly kemudian memperoleh momentum melalui Zepbound, yang banyak dipilih karena menunjukkan tingkat penurunan berat badan yang tinggi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Untuk menghadapi tekanan tersebut, Novo meluncurkan Wegovy dosis tinggi, menawarkan pilihan oral, dan menjalankan strategi penyesuaian harga. Wegovy 7,2 miligram menjadi salah satu bagian penting dari upaya perusahaan mempersempit kesenjangan efektivitas dengan Zepbound.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Persaingan juga berlangsung di pasar diabetes melalui Ozempic dan Mounjaro. Novo menuduh Lilly menggunakan pendekatan serupa dalam iklan kedua produk tersebut dengan membandingkan dosis Mounjaro yang lebih tinggi dengan dosis Ozempic yang lebih rendah.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Taruhan bagi keduanya sangat besar. Pasar obat obesitas global diperkirakan dapat bernilai lebih dari US$100 miliar pada 2030, menjadikannya salah satu segmen dengan pertumbuhan paling menarik di industri farmasi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hasil gugatan ini dapat menentukan cara perusahaan farmasi membandingkan obat dalam iklan langsung kepada konsumen. Putusan pengadilan juga berpotensi memengaruhi strategi pemasaran Novo dan Lilly dalam mempertahankan pangsa pasar GLP-1.<\/span><\/p>\n<hr \/>\n<p><i><span style=\"font-weight: 400;\">Mau memantau pergerakan saham farmasi global seperti NVO dan LLY? Temukan berbagai pilihan saham Amerika di <\/span><\/i><a href=\"http:\/\/nanovest.io\"><i><span style=\"font-weight: 400;\">aplikasi investasi Nanovest<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, lalu ikuti perkembangan pasar terbaru melalui <\/span><\/i><a href=\"http:\/\/www.nanovest.io/blog\"><i><span style=\"font-weight: 400;\">News dan Artikel Tips Nanovest<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> agar setiap keputusan investasi didukung informasi yang lebih relevan. <\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Persaingan antara Novo Nordisk (NVO) dan Eli Lilly (LLY) di pasar obat penurun berat badan memasuki babak baru. Setelah beradu melalui efektivitas produk, harga, dan strategi peluncuran, kedua raksasa farmasi itu kini berhadapan di pengadilan. Novo Nordisk mengajukan gugatan terhadap Eli Lilly di pengadilan federal Amerika Serikat pada Selasa (21\/7). Perusahaan asal Denmark tersebut menuduh<\/p>\n","protected":false},"author":35,"featured_media":23588,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[80,39],"tags":[74,28,52,29],"class_list":["post-23587","post","type-post","status-publish","format-standard","has-post-thumbnail","category-berita","category-saham-as","tag-berita","tag-saham-amerika","tag-saham-as","tag-us-stocks"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Novo Nordisk menggugat Eli Lilly atas dugaan iklan menyesatkan Zepbound dan Mounjaro di tengah persaingan pasar obat obesitas yang semakin ketat.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Maretha Putri\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/www.nanovest.io/blog\/saham-as\/novo-nordisk-gugat-eli-lilly-23587\/\" 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