Novo Nordisk said it will sell the newly approved Wegovy oral formulation directly to patients at $299 per month for consumers paying out of pocket, undercutting pricing expectations for Eli Lilly’s upcoming oral contender and lower than some injectables sold direct. Novo’s move signals an aggressive direct‑to‑consumer pricing strategy in the booming GLP‑1 market. Novo Nordisk’s pricing may reshape cash‑pay access for weight‑loss medicines and set a competitive benchmark as Lilly prepares for an expected approval and list price near $399 for orforglipron. The decision could pressure retail pharmacies, insurers and manufacturers on direct‑sell strategies and patient acquisition costs. Market watchers will track whether the pricing decision accelerates demand for oral GLP‑1s and how payor negotiations evolve for injectable versus pill formulations.