Novo Nordisk Launches Bold Counterattack in Weight-Loss Drug Market

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Novo Nordisk is mounting a decisive counteroffensive. Following a disastrous 2025, the pharmaceutical titan has initiated U.S. sales of its long-awaited oral Wegovy tablet, deploying a pricing strategy designed to pressure competitors. This move represents a direct challenge to archrival Eli Lilly, as Novo seeks to reclaim lost ground in the lucrative anti-obesity sector.

The launch, which commenced on Tuesday, January 5, 2026, has already resonated in the financial markets. Investors welcomed the news, sending Novo Nordisk shares higher and extending a recent recovery trend. The stock has advanced approximately 17% over a 30-day period, signaling a crucial stabilization after the company lost nearly half its market value the previous year. Conversely, Eli Lilly’s equity came under selling pressure as the market weighed the potential for a shift in market share toward the Danish firm.

The core of Novo's strategy is an aggressive price point. Priced at $149 per month for the starting dose, the oral version of Wegovy significantly undercuts the cost of injectable alternatives, which often hover around $1,000. This pricing is calculated to attract self-paying patients and establish a stronghold in the oral GLP-1 medication segment. Novo aims to capitalize on a window of opportunity before Eli Lilly’s competing product is expected to receive approval in March. To prevent the supply shortages that plagued the injectable version, the company has built substantial inventory in advance and secured distribution through partners including CVS, Costco, and several telehealth providers.

Internal Restructuring Amid External Push

Behind the scenes of this product offensive, significant internal changes are underway. Coinciding with the launch, it was revealed that Jennifer Duck, the long-time head of U.S. public affairs, is departing the organization. This executive change is part of a broader global restructuring plan led by CEO Mike Doustdar, which involves cutting 9,000 positions worldwide. Novo Nordisk is undertaking this difficult restructuring to streamline its cost base, ensuring it remains competitive both in the intensifying price war and amid growing political scrutiny of drug pricing.

The Road Ahead: Financial Results in Focus

All eyes now turn to February 4, 2026. On this date, Novo Nordisk is scheduled to release its full-year 2025 financial results. The report is anticipated to provide the first concrete insights into the early demand trajectory for the new tablet. The commercial success of this launch is viewed as the fundamental prerequisite for meeting growth projections in 2026 and permanently restoring investor confidence in the company's trajectory.