Novo Nordisk Board Shake-up Aims to Boost U.S. Weight-Loss Drug Sales

Post by : Saif Nasser

Danish drugmaker Novo Nordisk, maker of the popular weight-loss drug Wegovy, is undergoing major changes in its board to focus more on the U.S. market. The company faces increasing competition from U.S. rival Eli Lilly and cheaper alternative drugs, as well as price pressure from U.S. President Donald Trump.

The biggest shareholder, the non-profit Novo Nordisk Foundation, has taken control of the board. The foundation wants the company to act faster and tap into the growing mass-market for weight-loss drugs in the United States.

Former CEO Lars Rebien Sorensen, the new chairman, said the U.S. market is now more consumer-focused. He criticized the old board for moving too slowly and emphasized that producing GLP-1 drugs like Wegovy at large scale and lower cost would give Novo a competitive advantage.

Sorensen highlighted Helena Saxon, a new board member with experience at fashion retailer H&M and Swedish drugmaker Sobi, as someone who brings valuable consumer expertise. The company wants to better understand and serve U.S. customers who increasingly order weight-loss treatments online rather than only through doctors or pharmacies.

Many Americans now buy drugs like Wegovy from online health platforms. These platforms often provide easier access, discounts for patients without insurance, and guidance on diet and nutrition. Investors and analysts said that the previous board had not focused enough on this “self-pay” and consumer segment. The board changes are expected to strengthen Novo’s approach to this market.

UBS analysts said the lack of consumer-focused knowledge was seen as a disadvantage in the U.S. obesity market, which is growing rapidly and becoming more “consumerized.” Morningstar analyst Karen Andersen said the board shake-up comes as Novo tries to regain its lead in the U.S., the world’s largest and most profitable market for weight-loss drugs. This is especially important as Novo plans to launch a new weight-loss pill. A stronger consumer focus and more competitive pricing could challenge Eli Lilly in the U.S. market.

Eli Lilly had earlier launched its direct-to-consumer platform, LillyDirect, for its weight-loss injection Zepbound. Novo followed this year with its own platform, NovoCare, and partnerships, although a high-profile collaboration with telehealth company Hims & Hers ended in controversy.

Analysts say both companies face the challenge of reaching more patients who qualify for these treatments. Novo is exploring ways to increase access, including encouraging insurance coverage from employers and Medicare for older Americans. These steps could help the company increase sales and meet investor expectations.