Novo is testing tiered subscriptions to boost Wegovy adherence—but whether patients stay on their meds will hinge on post-prescription support from its telehealth partners.

Novo Nordisk is dropping the cash-pay price of its blockbuster GLP-1 drugs Wegovy and Ozempic from $499 per month to $349 for existing patients. Novo is betting on lower prices to lure some patients away from Zepbound. However, Lilly’s D2C strategy for Zepbound is working—the drugmaker said that about 35% of new Zepbound prescriptions are from the self-pay channel. It’s a signal that most patients who are prescribed Zepbound aren’t asking to switch to Wegovy. That could shift if the price gap between the two drugs widens.