These two players are set on finding the next big therapeutic modality.Eli Lilly (LLY -3.47%) and Novo Nordisk (NVO -2.85%) are archrivals thanks to their dueling drugs for weight loss, Zepbound and Wegovy, as well as their competing therapies for type 2 diabetes, Mounjaro and Ozempic.But dominance in a pharmaceutical segment never lasts forever. Over a long-enough period, new entrants can copy the winners' products and produce generic versions for a fraction of the cost. Therefore, ongoing innovation is th ...