Novo Nordisk has unveiled a multi-month subscription program for its FDA-approved obesity drug Wegovy, aimed at providing significant savings of up to $1,200 per year for patients. This new initiative comes as the company seeks to enhance its market position amid stiff competition from rivals such as Eli Lilly and telehealth services. The subscription program will offer discounted prices for self-pay patients in the U.S., as well as partnerships with platforms like Hims & Hers, marking a strategic move to attract more customers and maintain an edge in the rapidly evolving obesity drug market.