Eli Lilly and Novo Nordisk Unveil Competitive Pricing for Weight Loss Drugs

Eli Lilly and Novo Nordisk have introduced competitive pricing strategies for their weight loss drugs, Zepbound and Wegovy, targeting cash-pay consumers. Analysts forecast an average one-year price target for Eli Lilly of $900.38, indicating a potential 28.81% upside. The GF Value model estimates a 82.37% upside in one year, reinforcing investor optimism. GuruFocus calculates the estimated GF Value for Eli Lilly at $1274.80 in one year.

Eli Lilly and Novo Nordisk have introduced aggressive pricing strategies for their weight loss drugs, Zepbound and Wegovy, targeting cash-paying consumers. The moves come as the companies seek to expand access to their medications and compete with online telehealth companies and pharmacies offering cheaper compounded versions.

Novo Nordisk, which has already been offering its diabetes drug Ozempic for $499 per month through its NovoCare pharmacy, has now extended this pricing to its weight loss drug Wegovy. The company announced in March that it would cut the price of Wegovy to $499 per month for cash-paying customers, making it available through its NovoCare Pharmacy. This move is aimed at uninsured patients and those whose insurance doesn't cover weight loss medications [2].

Eli Lilly, on the other hand, has been expanding the supply and cutting the costs of its weight loss drug Zepbound, making it available through its own self-pay pharmacy, LillyDirect. The company announced earlier this year that it would reduce the monthly price for lower-dosage vials of Zepbound by $50 for consumers who pay cash, with prices ranging from $349 to $699 per month [3].

Analysts forecast an average one-year price target for Eli Lilly of $900.38, indicating a potential 28.81% upside. The GF Value model estimates an 82.37% upside in one year, reinforcing investor optimism. GuruFocus calculates the estimated GF Value for Eli Lilly at $1274.80 in one year [4].

These pricing strategies are part of a broader trend in the pharmaceutical industry, where companies are increasingly turning to direct-to-consumer sales and partnerships with telehealth services to improve access to their medications and compete with cheaper alternatives. The moves also come as the U.S. government has been working to lower drug prices, with President Trump signing an executive order with the intent of making drug prices the same in the U.S. as sold in other countries [3].

References:
[1] https://www.reuters.com/business/healthcare-pharmaceuticals/novo-nordisk-offers-ozempic-499-per-month-eligible-us-cash-paying-customers-2025-08-18/
[2] https://www.usatoday.com/story/money/business/2025/03/05/weight-loss-drug-wegovy-price-cut/81613259007/
[3] https://www.foxbusiness.com/healthcare/novo-nordisk-sell-weight-loss-drug-499-eligible-customers
[4] https://www.investing.com/news/company-news/goodrx-offers-ozempic-and-wegovy-to-selfpaying-patients-at-499-monthly-93CH-4197820