Novo Nordisk cuts Wegovy cost with subscription model aimed at self-pay patients
Novo Nordisk has launched a discounted subscription programme for Wegovy in the United States, targeting patients who pay out of pocket rather than through insurance. The Danish drugmaker says the scheme will save users up to $1,200 per year on the injectable semaglutide formulation and up to $600 per year on the pill.
The subscriptions will be offered via telehealth and pharmacy partners including Hims & Hers, broadening the distribution network beyond traditional pharmacy channels. Novo also confirmed that its FDA-approved GLP-1 therapies are now available through Hims & Hers.
The pricing initiative comes as Novo attempts to close a competitive gap with Eli Lilly, whose tirzepatide drug Zepbound has taken meaningful market share in the obesity segment. Novo's Wegovy was first to market but Lilly has moved aggressively on access and pricing. Multi-month subscription structures are a tactic to improve adherence and reduce the effective cost per dose, making the therapy more accessible to patients whose employers or insurers do not cover GLP-1 treatments.
The self-pay market for obesity drugs remains large: a significant share of patients on GLP-1 therapies bear the full list price, which for Wegovy has run above $1,300 per month at retail. Any sustained reduction in effective out-of-pocket cost could support volume growth even as Novo faces continued pressure on revenue per unit.
