Novo Nordisk has priced its newly approved oral Wegovy pill at $299 per month for direct-to-consumer cash sales, undercutting Eli Lilly's planned price of $399 for its competing oral agent orforglipron. This pricing strategy places the pill below the cost of current injectable versions of Wegovy and Zepbound, aiming to secure market share among uninsured patients. The move highlights an intensifying focus on the oral obesity market as manufacturers compete on price and convenience.