# Novo Nordisk's Price-Cutting Gambit: Can the Danish Giant Reclaim Its GLP-1 Crown?

Novo Nordisk just made a bold move—slashing GLP-1 drug prices by up to 30%. Here's what's really going on.

**The Squeeze**

Remember when Novo owned the weight-loss drug market? That was before Eli Lilly muscled in with Mounjaro/Zepbound and telehealth startups like Hims undercut prices through loopholes. The result? Novo's stock tanked two-thirds from its peak.

Now existing patients pay $349/month for Ozempic and Wegovy (down from $499), while first-timers get their first two doses for $199 each. Sounds desperate? Maybe. But it's smart positioning against Lilly's Zepbound and Hims' $199 compounded offerings.

**Why Now Matters**

Timing is everything. Novo's new CEO is playing it different—aggressive pricing ahead of the FDA's year-end decision on the Wegovy pill. A pill beats an injection for most patients, which could be a game-changer in a market projected to hit $150B by 2035.

**The Real Play**

Yes, margins take a hit. But volume could compensate, especially if the pill version ships next year. The telehealth companies are suddenly looking less attractive when branded drugs get cheaper. It's a calculated bet: sacrifice short-term profit to rebuild market dominance before the tablet hits shelves.

Novo's not out of the game—just playing a different one.