Novo Nordisk Launches Subscription Plan for Wegovy to Compete with Eli Lilly

TLDR

• Novo Nordisk has introduced a subscription service for Wegovy, offering patients paying out-of-pocket options for 3-, 6-, or 12-month plans.
• The monthly cost for the Wegovy injection under this program ranges from $329 for a 3-month plan to $249 for a 12-month plan, representing a discount of up to 29% compared to the standard $349 monthly rate.
• For the Wegovy pill, subscription prices are between $289 and $249 per month, a reduction from the usual $299.
• This program is currently accessible through telehealth partners Ro, WeightWatchers, and LifeMD, with Hims & Hers and Sesame to be added soon.
• Eli Lilly currently holds approximately 60% of the U.S. market for branded GLP-1 drugs, while Novo Nordisk holds about 39%.

(SeaPRwire) –   Novo Nordisk is directly targeting the self-pay market for obesity drugs with a new subscription model for its Wegovy products, aiming to narrow the gap with competitor Eli Lilly in a rapidly evolving market.

Novo Nordisk A/S, NVO

The Danish pharmaceutical company launched the program on Tuesday, allowing eligible patients who pay out-of-pocket to secure a fixed monthly price for 3-, 6-, or 12-month commitments, with longer commitments resulting in lower prices.

For the Wegovy injection, the monthly cost is $329 for a 3-month plan, $299 for a 6-month plan, and $249 for a 12-month plan. This is a reduction from the standard monthly price of $349, offering savings of up to 29%.

The Wegovy pill, which became available in the U.S. in January, follows a similar pricing structure: $289, $269, or $249 per month, compared to the usual $299. Patients can save up to $600 annually on the pill and up to $1,200 annually on the injection with the longest plan.

The subscription ensures that prices remain consistent regardless of dose changes, simplifying the pricing for out-of-pocket users of GLP-1 medications.

The program is immediately available through Ro, WeightWatchers, and LifeMD. Hims & Hers, Sesame, and other providers are expected to be added in the near future. It is not yet available through Novo’s own NovoCare pharmacy, although the company has indicated potential expansion there over time.

Why Now?

The timing of this launch is strategic. Novo Nordisk is facing significant pressure. Eli Lilly dominates the U.S. branded GLP-1 market with an estimated 60% share, while Novo Nordisk holds approximately 39%. Lilly was more proactive in direct-to-consumer marketing, and its drug Zepbound has shown faster prescription growth than Wegovy.

Novo Nordisk has already implemented internal changes in response, including a CEO change, workforce reductions, and the appointment of a new head for its U.S. operations. The introduction of the subscription program is the latest initiative in this effort.

The Wegovy pill has attracted patients who had not previously used GLP-1 injections, making the period before the launch of Eli Lilly’s oral GLP-1 drug crucial. Lilly’s oral obesity drug is currently under review by the FDA, with potential approval anticipated in April.

Analysts have pointed out that Novo Nordisk risks being at a disadvantage in a potential price war, having already reduced the standard self-pay price for the Wegovy injection by 30% in November, from $499 to $349.

Lilly’s Self-Pay Pricing for Comparison

Eli Lilly’s Zepbound self-pay prices begin at $299 per month for the 2.5mg dose, $399 for the 5mg dose, and $449 for higher doses under its “Self Pay Journey Program.”

One ongoing challenge that the subscription program aims to address is patient adherence. A study projected for 2025 suggests that approximately 65% of patients with obesity discontinue GLP-1 treatment within a year, often due to cost uncertainty and side effects.

Ed Cinca, head of marketing and patient solutions at Novo Nordisk, stated that patients can cancel their subscription at any time while it is active.

The 4mg dose of the Wegovy pill, currently priced at $149 per month, will increase to $199 starting in September. The recently approved 7.2mg dose will be incorporated into the subscription program at a later date.