HYDERABAD, India - Global pharma giants Eli Lilly and Novo Nordisk are scrambling to cement their lead in India's booming obesity drug market before cheaper generic versions hit shelves in March next year.Novo's strategy emphasizes price cuts and accelerated launches, while Lilly's products benefitted from hitting the market early. Both companies focused on aggressive outreach to doctors, heavier advertising about obesity, tie-ups with clinics, patient incentives and distribution deals with local drugmakers, according to doctors, analysts, medical representatives, patients and distributor…READ FULL ARTICLE
