Novo Tries New Japan Strategy To Boost Demand
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Novo Nordisk is adopting a new strategy in Japan to boost demand for its weight-loss drugs by targeting patients willing to pay out of pocket. The company aims to create self-funded treatment pathways for GLP-1 drugs like Wegovy, launched in February 2024, as many patients are currently limited by reimbursement issues. This move comes amid increasing competition from Eli Lilly and a significant decline in Novo's stock, which has dropped 48% in 2025 and another ~26% in 2026, alongside a decrease in Novo Holdings' assets.
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