The news: Eli Lilly is dropping the price of its weight loss drug Zepbound for cash-pay customers, following rival Novo Nordisk’s price cut two weeks ago.

• Zepbound is now $299 per month on LillyDirect for starter doses, down from $349. The next step up in dosage will cost $399, and all higher doses will cost $449 per month, both down from $499.
• The new Zepbound price is also in line with Lilly’s agreement with the Trump administration to lower its price on the upcoming TrumpRx direct-to-consumer (D2C) prescription drug platform.
• Novo cut its cash-pay price for its GLP-1 drugs for weight loss, Wegovy, and type 2 diabetes, Ozempic, to $349 for existing patients in mid-November. It’s also offering the lowest dose for $199 for two months for new cash-pay patients through March 2026.
• Lilly announced its new prices for vials sold via LillyDirect, but it's also offered through partners like Ro and GoodRx's telehealth plan.

Why it matters: Lilly and Novo are slashing their weight loss drug prices as consumer interest in GLP-1 prescriptions rises—but the discounted rates still remain out of reach for most people.

• 22% of US adults who are not taking a GLP-1 are interested in trying them for weight loss, per KFF survey data in mid-November.
• 12% are currently taking a GLP-1 for weight loss, type 2 diabetes or heart disease, per the KFF November survey. That's up from 6% in its May 2024 survey.
• A majority of US consumers say they could afford $100 or less per month for a GLP-1 weight loss drug, including 25% who are limited to $50 or less, per Health Management Academy’s survey of more than 1,800 US adults last month.
• Only 3% said they could pay more than $250 per month for GLP-1 weight loss drugs.
• More than 70% think GLP-1s are only accessible to higher-income consumers, and just 15% say they’re accessible to “anyone who needs them,” per Health Management Academy.

Implications for consumers and marketers: Lower D2C GLP-1 prices will help some cash-pay consumers, but the affordability gap is a major barrier to broader adoption. Many clinically eligible consumers remain priced out of the therapies because even reduced costs are still unaffordable.

Celebrity endorsements and social media influencers amplify visibility, but may also fuel frustration among people who could benefit but can’t access the therapies. Marketers need to highlight available affordability options—such as manufacturer co-pay cards and financial assistance programs—while also keeping expectations realistic.