Novo Offers Obesity Drug Subscriptions to Get Edge on Lilly

Novo Nordisk A/S is launching a subscription program with lower monthly prices on its Wegovy pill and shot, the latest in a series of moves the Danish drugmaker has taken to win back share from rival Eli Lilly & Co.

Starting on Tuesday, patients who pay in cash can sign up for a three-, six- or 12-month subscription through select telehealth partners, including Ro, Weight Watchers and LifeMD Inc. Patients who sign up for a 12-month subscription will pay just $249 a month for the Wegovy pen, undercutting Lilly’s lowest monthly price by about $50.