Last week, Eli Lilly and Wieden+Kennedy Portland debuted “A Life Covered,” a film pegged to a coverage milestone: As of July 1, eligible Medicare Part D enrollees can get certain GLP-1 medications for weight management at $50 a month under a CMS demonstration called the Medicare GLP-1 Bridge. Lilly’s Zepbound KwikPen and orforglipron, sold as Foundayo, are on the covered list now available to medicare enrollees.
Academy Award winners Kwedar and Bentley directed the new advertisement, with Linus Sandgren shooting, and Pulitzer-winning composer Caroline Shaw’s “Plan & Elevation” providing the score. The film stitches together memories, photographs and household artifacts to trace a lifetime lived with obesity showing how access to medicine might change patient’s lives.
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