Reviewed by Gotrade Internal Analyst
Jakarta, Gotrade News - Pfizer Inc. is doubling down on a major strategy to dominate the global obesity market. CEO Albert Bourla recently noted that the potential for this sector is mirroring the legendary business boom seen with Viagra back in 1998.
Key Takeaways
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The obesity market is projected to hit a massive $150 billion by 2030.
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The company is set to launch 10 Phase 3 clinical trials for new obesity compounds.
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Marketing strategies will pivot toward "cash-pay" consumers who buy out-of-pocket.
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According to a report by Reuters, the company is now zeroing in on the consumer market where people pay for meds without insurance. Bourla mentioned that this trend is moving way faster than the management’s initial forecasts.
This phenomenon allows the company to reduce its reliance on traditional insurance reimbursement systems. The pattern looks very similar to how people were willing to pay up for Viagra when it first hit the shelves.
Based on data from FirstWord PHARMA, this pharma giant is ambitious about winning a market worth hundreds of billions of dollars. This move is backed by their $10 billion acquisition of Metsera, which was finalized last year.
Aggressive Strategy to Take on Competitors
Pfizer Inc. plans to kick off 10 Phase 3 clinical study programs for its obesity drug candidates this year. This aggressive move is designed to close the gap with current leaders like Eli Lilly and Company and Novo Nordisk A/S.
Bourla claims the company’s edge lies in its powerhouse retail marketing capabilities to reach consumers directly. The drug portfolio from Metsera is also believed to have competitive weight-loss tolerability levels.
Despite the high hopes, revenue growth is only projected to stabilize by 2029. This is due to upcoming patent expirations on several key drugs and the post-pandemic slowdown in its COVID-19 business.
The company has also locked in drug pricing deals with the U.S. government to maintain stability. This move is expected to strengthen the company’s bargaining power against other international market regulators.
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These strategies were detailed during the recent JPMorgan Chase & Co. Healthcare Conference. The main focus remains on developing drugs that can deliver the best results for patients.
Reference:
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Reuters, Pfizer CEO plans for soaring consumer market for obesity drugs akin to Viagra. Accessed on January 13, 2026
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FirstWord PHARMA, JPM26: 'It's like Viagra' — Bourla lays out Pfizer's commercial obesity strategy. Accessed on January 13, 2026
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Featured Image: Shutterstock
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