{
  "url_hash": "c8f448b8c69b69e0",
  "source_id": "yicai",
  "title": "买下上海地铁站核心广告位，减重药巨头国内“混战”升级",
  "text": "标题:买下上海地铁站核心广告位，减重药巨头国内“混战”升级\n[sentiment=neutral importance=3 event_type=其他 公司=信达生物,礼来,诺和诺德,辉瑞 行业=化学制药,生物制品]\n摘要:减重药厂商在上海地铁站投放广告，市场竞争白热化，信达生物、礼来、辉瑞等参与，诺和诺德回应数据争议。\n正文:最近，在上海核心区域乘坐地铁时，很多人会发现减重药广告开始打进人流密集的地铁站。\n在2号线等多条地铁线交汇的南京西路站，美团买药联手信达生物以“科学体重管理，让脂肪肝逆转”为名，打出整条长廊的巨幅广告；在仅一站之隔的静安寺地铁站，礼来也挂出“阻塞性睡眠呼吸暂停”（OSA）的科普宣传海报。\n“减重药广告已经无处不在，想不看见都不行。”有网友感叹道。\n上个月，辉瑞也在南京西路LV巨轮对面打出“辉瑞减重”巨幅宣传墙；礼来在公司150周年庆典期间借势上海乒乓嘉年华，力邀奥运冠军许昕在徐汇西岸搭起巨型场地。\n从这些宣传中可以看出，各家厂商已经开始各有侧重地向公众进行极具视觉冲击的差异化品牌输出。例如，礼来的减重药替尔泊肽已经获批了减重之外的阻塞性睡眠呼吸暂停（OSA）适应症，信达生物的减重药玛仕度肽并没有获批脂肪肝适应症，但公司称说明书中明确了肥胖合并脂肪肝相关适应症。\n巨幅广告的背后，是减重药厂商围绕争夺市场份额正在展开的一场“混战”。\n在近期举行的美国糖尿病协会（ADA）科学年会上，制药商们竞相发布数据，并向医生和投资者推介管线中的药物。还有包括阿斯利康等一大批新进入者希望在未来几年内进入减重药这个庞大的市场。\n目前，国内减重药市场正在形成“四足鼎立”局面。除了礼来和诺和诺德两大减重药巨头之外，辉瑞和信达生物的产品也已经进入市场并逐步放量，市场份额竞争趋于白热化。作为后来者，信达生物的玛仕度肽主打“三靶点机制”以及对脂肪肝的作用，辉瑞的埃诺格鲁肽主打“偏向型机制”、更轻的副作用，并声称“未见减重平台期”。\n值得关注的是，多个减重药“新秀”都选择了诺和诺德的司美格鲁肽进行“头对头”研究，辉瑞在ADA上更是公开喊出“埃诺格鲁肽20周减重幅度较司美格鲁肽提升35%”，引发市场高度关注。\n诺和诺德也对这一数据予以回应，称其样本数量较少，统计效力有限，且采用开放标签而非双盲设计，在减重这类主观性较强的终点评估中容易引入偏倚。\n企业的这种针锋相对在专家看来，则是为患者提供了更多的选择。上海市仁济医院浦南分院内分泌科主任兼大内科主任刘连勇教授对第一财经记者表示：“每一个减重药都有各自的特点，例如偏向型机制的减重药可显著降低胃肠道不良反应的发生率。患者真正需要的不是短暂的体重数字变化，而是持续、有效且不痛苦的代谢改善。”\n根据世界卫生组织的统计数据，全球约有25亿人超重，8.9亿人肥胖。随着众多药物正在研发中，未来肥胖症的治疗格局可能会发生巨大变化。\n上海市第十人民医院肥胖专科主任卜乐教授对第一财经记者表示：“减重药物逐渐进入百花齐放的阶段。对于患者而言，最重要的一方面是提高药物的依从性，因为绝大多数的肥胖患者需要长期的治疗；另一方面是在耐受的情况下如何达到更强的减重疗效，尤其是对于重度或极重度肥胖患者。”",
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