Rivaling Eli Lilly’s (NYSE:LLY) direct-to-consumer platform LillyDirect, which made its market debut last year, Novo Nordisk (NVO) on Wednesday launched NovoCare Pharmacy to offer the company’s weight loss drugs for cash-paying consumers.

Novo Nordisk A/S ($NVO) has slashed prices for its blockbuster weight-loss drug Wegovy as competition in the obesity drug market heats up, with

Novo Nordisk has launched a direct-to-consumer (DTC) option for uninsured or under-insured people wanting to access its GLP-1 agonist weight-loss drug Wegovy, cutting the drug's price in half to $499 per month for those paying out-of-pocket.