Disclosure: I am long Lilly. And I own no equity position in 23andMe. Now, with that out of the way. . .

As the latter public company struggles (see last week’s reporting here), it has sent a direct mail campaign out to its genomics customers, touting subsidiary Lemonaid’s ability to fill prescriptions, at a discount (likely by compounding). Wild — but the same API injection costs ~$1,200 to ~$1,500 a month from Lilly or Novo Nordic:

…Lose 15% of your body weight, starting at $299/month

Membership is only $49/month, medication charged separately

No hidden fees, no long-term commitment, and no additional fees for dosage increases while on the same medication

Ongoing, quality care from U.S.-licensed medical providers….

Not sure its mailing list is tightly fit to the “offer”. Hmm. These are strange times, indeed — at the personal genomics pioneer… so it goes.

To be fair, I should note that Lilly made a tactical mis-step last week, as a PR matter — by writing to thousands of US patients it suspects of buying compound pharmacy (low priced) GLP-1 products — asking for personal health information. The theory was that Lilly was protecting them from being harmed by unlicensed compounders — but most astute observers think that’s just… creepy.

Onward, up mountain… grinning.

नमस्ते