Novo Nordisk Cuts Ozempic Price for U.S. Cash Buyers

Novo Nordisk has started selling its blockbuster diabetes drug Ozempic directly to consumers in the U.S. at $499 per month for patients who pay with their own money. The Danish drugmaker announced the move Monday through its own pharmacy, GoodRx and other platforms.

Shares of Novo jumped 5.3% while GoodRx surged more than 34% after the news.The deal mirrors an existing $499 offer for Wegovy, the weight-loss version of Ozempic, and comes as Novo battles competition from Eli Lilly and compounded copycats.

The program serves patients who lack insurance coverage because GLP-1 drugs face market demand that outstrips supply and their prices exceed $1,000. Novo estimates direct cash sales could make up about 10% of Ozempic prescriptions, similar to Wegovy.

The announcement came after the U.S. FDA approved Wegovy for treating liver disease known as MASH which increased investor optimism. Rival Lilly has been offering its obesity drug Zepbound online for $499 per month.

Novo said the new pricing effort reflects its broader push to improve access and curb counterfeit versions of semaglutide-based medicines.The competitive pricing competition between Novo and Lilly will become more intense because both companies are developing consumer-facing channels.