Novo Nordisk launched direct sales of its newly approved Wegovy oral formulation at $299 per month for cash‑pay customers, positioning the drug below pricing announced or expected from rivals. Eli Lilly’s planned oral offering, orforglipron, is expected at about $399 per month when approved. Novo’s pricing undercuts both Lilly’s expected DTC price and current direct prices for injectables, signaling an aggressive consumer pricing strategy to capture cash‑pay market share. Novo will sell the highest doses directly through its website. The move intensifies commercial competition in the GLP‑1 and obesity market and may pressure rivals on list and direct pricing strategies as oral formulations broaden patient access outside traditional payer channels.