Novo Nordisk has launched a multi-month subscription program for its weight-loss drugs Wegovy (injection) and Wegovy (pill), targeting cash-paying patients in the United States. The program offers fixed monthly prices on 3-, 6-, or 12-month plans, with longer commitments yielding deeper discounts.
For the Wegovy injection, prices range from $329 per month on a 3-month plan to $249 per month on a 12-month plan, representing a discount of up to 29% off the standard $349 monthly price. The oral Wegovy pill, launched in the U.S. in January, follows a similar tiered pricing model at $289, $269, or $249 per month, compared to the standard $299. Patients can save up to $1,200 annually on the injection and $600 on the pill under the 12-month plan. The subscription is designed to improve patient adherence by offering price stability, even if a patient changes doses.
The program is immediately available through telehealth partners Ro, WeightWatchers, and LifeMD, with plans to expand to Hims & Hers and Sesame soon. It is not yet available through Novo's own NovoCare pharmacy.
The move comes as Novo Nordisk faces intense competitive pressure from rival Eli Lilly, which controls approximately 60% of the U.S. branded GLP-1 market compared to Novo's 39%. Lilly's Zepbound has seen stronger prescription growth, and its own self-pay program starts at $299 per month. Furthermore, Lilly has an oral obesity drug under FDA review, with potential approval expected in April, heightening the competitive stakes.
In a related development, Novo Nordisk's stock recently surged 4% after England's National Institute for Health and Care Excellence (NICE) issued draft guidance supporting broader use of Wegovy to reduce cardiovascular risks. This could potentially open access to around 1.2 million people through the UK's National Health Service (NHS), expanding Wegovy's market beyond pure weight loss into cardiovascular prevention.
Despite this positive regulatory news, the company faces significant pricing pressure globally. Novo has already cut the standard self-pay price for the Wegovy injection by 30% since November 2025 and has reduced prices in markets like India following patent expiry. In February, the company warned that 2026 sales and profit could decline by 5% to 13%, citing an environment of "unprecedented pricing pressure."
