Pharmaceutical executives from Amgen to Pfizer are plotting to break into the lucrative obesity market by developing or cutting deals to acquire better drugs that will compete with Novo Nordisk's Wegovy and Zepbound from Eli Lilly. Amgen has an experimental dual mechanism obesity drug in mid-stage trials it hopes will have fewer side effects with less frequent dosing than Wegovy or Zepbound, Chief Scientific Officer Jay Bradner told Reuters at the annual JPMorgan health conference in San Francisco this week.