Novo Nordisk’s Bold Gambit to Reclaim US Market Dominance

Facing intense competitive pressure, Danish pharmaceutical leader Novo Nordisk is executing a dramatic strategic pivot. With its shares down more than 51% since the start of the year, management is deploying aggressive tactics to defend its crucial US market position against rival Eli Lilly. The company’s latest moves signal a fundamental shift from premium pricing to volume-driven market share defense.

In a significant departure from conventional distribution models, Novo Nordisk will begin selling its blockbuster weight-loss medication Wegovy directly to employers starting January 1. This strategic maneuver effectively circumvents the powerful intermediary Pharmacy Benefit Managers (PBMs) that typically control drug distribution in the United States.

The company has partnered with Read more...