Novo Nordisk’s Bold Pricing Strategy Aims to Secure Obesity Market Lead

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In a decisive strategic shift, pharmaceutical giant Novo Nordisk is launching an aggressive push to defend its dominance in the weight-loss drug sector. Following a challenging period, the company is flooding the U.S. market with an affordable tablet version of its blockbuster treatment, Wegovy (semaglutid). This move, spearheaded by new CEO Mike Doustdar, raises a critical question for investors: can a high-volume business model offset recent pipeline disappointments?

The oral version of Wegovy became commercially available in the United States on January 5, 2026. The true headline, however, is its disruptive pricing. Departing from the tradition of expensive injection therapies, Novo Nordisk has set the monthly out-of-pocket cost for the starter dose at just $149. This represents a dramatic reduction from previous list prices exceeding $1,000, which had significantly limited patient access.

The product is being distributed through a network of 70,000 pharmacies and telemedicine partners, including Weight Watchers. Market observers interpret this as a preemptive strike against rival Eli Lilly, whose competing oral drug, Orforglipron, has not yet reached the market. The apparent goal is to lock in long-term market share through a volume-based strategy before competition intensifies. Investor reaction has been positive; the stock gained over 10% on a weekly basis following the launch announcement, with shares currently trading at 48.83 euros.

Should investors sell immediately? Or is it worth buying Novo Nordisk?

Leadership Focuses on Core Strengths Amid Setbacks

A successful rollout is crucial for the Danish firm to rebuild investor confidence after a difficult close to 2025. The fourth quarter was marred by significant setbacks, most notably the failure of its Alzheimer's drug trials (EVOKE/EVOKE+) in November. Those failures dashed hopes for a near-term diversification of the business model beyond its core areas.

Under CEO Mike Doustdar's leadership, the company is now refocusing entirely on its established expertise. Reports suggesting alignment with government initiatives ("TrumpRx") indicate the new pricing model may receive political support. The strategic objective is to counter impending patent expiries in the 2030s by maximizing prescription volumes. Optimism is also reflected in the options market, where a notable increase in call option trading volume signals expectations for rising revenue driven by this mass-market approach.

All Eyes on Upcoming Quarterly Results

While the recent chart recovery provides an initial positive signal, fundamental confirmation is still pending. Attention now turns to the fourth-quarter earnings report, scheduled for early February. Analysts will scrutinize the data to see if prescription numbers for the new tablet validate the optimistic forecasts. Should Novo Nordisk demonstrate robust early sales figures, the currently cautious analyst ratings, predominantly "Hold," could see upward revisions.