Eli Lilly launched Foundayo, an oral obesity treatment approved by the FDA last week, escalating competition with Novo Nordisk in the oral GLP-1 market. Lilly set the lowest dose at $149 a month for self-pay patients and outlined insurance pathways, while the launch arrives after Novo’s earlier approval of an oral version of Wegovy. The battle for market share is expected to intensify as both companies prepare for Medicare coverage expansion on July 1 and continue to manage pricing under reimbursement negotiations.