Eli Lilly has announced significant price reductions for its weight loss drug, Zepbound (tirzepatide), on its direct-to-consumer platform. The cost of the drug has been lowered to $299 per month, making it more accessible to consumers amid growing competition in the obesity treatment market. The company has cut prices by up to 20% for cash-paying customers to widen access to this popular weight loss medication. This move follows a similar strategy by competitors like Novo Nordisk with its product Wegovy. Eli Lilly aims to meet rising demand and enhance affordability for those seeking obesity treatment.