By Maggie Fick and Mrinalika Roy

VIENNA (Reuters) -Eli Lilly has established itself as the market leader in obesity drugs in Europe, Asia and the Middle East and expects to replicate its U.S. dominance globally, the company’s international president told Reuters on Wednesday. Patrik Jonsson said that the drugmaker is applying a consumer-focused commercial strategy similar to its U.S. approach, including partnerships with telehealth and digital platforms to reach patients who are mainly paying for weight-loss drugs out-of-pocket, from Britain to China to the United Arab Emirates.

“We learned very rapidly from the U.S. the importance of taking a very strong consumer focus,” said Jonsson. Lilly is using that model in markets including Australia and China, where it has partnered with e-comme

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