Post by : Badri Ariffin

Danish pharmaceutical giant Novo Nordisk is making bold moves to reclaim its lead in the U.S. weight-loss market after losing ground to Eli Lilly and cheaper alternatives. The company’s new board shake-up signals a sharper focus on reaching American consumers more directly.

The non-profit Novo Nordisk Foundation, the company’s top investor, has stepped in to take control of the board, promising faster action on mass-market strategies and a renewed push for its popular obesity drug, Wegovy. Former CEO Lars Rebien Sorensen, now incoming chair, called the U.S. market “our daily bread” and criticised the previous board for being slow to adapt to changing consumer habits.

“Making GLP-1 drugs at very large scale at very competitive cost will become a competitive edge,” Sorensen said, highlighting the need for efficiency and consumer-oriented strategies.

The new board brings in experts with strong consumer backgrounds, including Helena Saxon, known for her leadership at fashion retailer H&M and Swedish drugmaker Sobi. The goal is clear: tap into America’s growing self-pay and online health segments.

More U.S. consumers are seeking weight-loss treatments through online platforms rather than traditional doctors or pharmacies. These platforms offer easier access, discounts for those without insurance, and integrated nutritional guidance, making them increasingly attractive.

Novo has made attempts to meet this demand with its NovoCare platform and partnerships with telehealth providers, although not all efforts have gone smoothly. Meanwhile, Eli Lilly’s LillyDirect platform has already established a foothold, providing direct-to-consumer access to its Zepbound injection.

The bigger challenge for both companies remains expanding the number of patients using these treatments. Exploring insurance coverage through employers and Medicare could help increase adoption, but it requires careful commercial planning.

As the obesity drug market becomes more consumer-focused, Novo Nordisk’s board revamp is a strategic pivot to regain momentum, streamline distribution, and compete effectively in the lucrative U.S. market.

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