Novo Cuts GLP-1 Prices to Win Back Market Share

Novo Nordisk (NVO) has sharply reduced the cash-pay price for introductory doses of its GLP-1 diabetes and weight-loss drugs, Ozempic and Wegovy. The pricing shift comes as the company works to regain momentum after losing market share to Eli Lilly and low-cost compounders.

New Lower Pricing Structure

Introductory doses now $199/month for self-pay patients.
Matches low-cost compounded GLP-1 versions sold by Hims & Hers and similar providers.
After two months, pricing increases to $349/month, down from the previous $499.
Lilly’s Zepbound starts at $349/month and rises to $499 for higher doses.

Distribution Through DTC Channels

Novo continues expanding direct-to-consumer access:

Available through NovoCare, Novo’s online pharmacy
Retail partnerships with Costco
Telehealth partners including Ro and WeightWatchers

DTC expansion allows Novo and Lilly to bypass pharmacy benefit managers and reduce costs for uninsured patients.

Competitive Pressure Rising

Novo was the first to commercialize GLP-1 drugs but has fallen behind Eli Lilly, whose new generation of weight-loss treatments has driven stronger sales this year.

The company is also battling cheaper compounded GLP-1 alternatives offered by digital-health platforms like Hims.

Industry-Wide Price Cuts Ahead

Both Novo Nordisk and Eli Lilly recently agreed with the Trump administration to lower list prices for GLP-1 drugs starting next year, marking a major industry shift amid soaring demand.