Novo Nordisk (NYSE: NVO) announced a discounted subscription program for U.S. patients purchasing Wegovy without insurance coverage. The program offers monthly prices up to 29% below the standard rate through telehealth platforms.

Starting Tuesday, eligible self-pay patients can purchase three-, six- or 12-month supplies at fixed monthly prices through telehealth platforms including Ro, WeightWatchers and LifeMD. Additional telehealth companies including Hims & Hers and Sesame are expected to join the program.

Under the subscription plan, Wegovy injection pens cost $329 monthly for a three-month plan, $299 for six months and $249 for a 12-month subscription. These prices represent reductions of 6% to 29% from the standard $349 monthly price. The Wegovy pill costs $289, $269 and $249 monthly for the respective subscription lengths, offering 3% to 17% discounts from the standard $299 monthly price.

Ed Cinca, Novo's senior vice president of marketing and patient solutions, said patients were seeking "easier and clearer ways of facilitating payment" for obesity management. He noted that out-of-pocket patients want simple budgeting and clear pricing.

Eli Lilly offers competing self-pay prices for Zepbound starting at $299 monthly for the 2.5 mg dose, $399 for 5 mg and $449 for 7.5 mg and higher doses through its Self Pay Journey Program. Lilly's oral obesity drug candidate is under FDA review, with approval expected in the second quarter.