For the first time, Medicare will cover GLP-1 drugs prescribed for weight loss, a landmark policy shift driven by new cardiovascular evidence and intense lobbying. This decision fundamentally alters obesity treatment for millions of older adults.
Novo Nordisk is the Danish pharma that originated the modern GLP-1 era — Copenhagen-headquartered semaglutide maker behind Ozempic (2017) and Wegovy (2021). Briefly Europe's most valuable public company September 2023.
Ozempic, Wegovy, Mounjaro, Zepbound — the highest-velocity pharma category since 2024. The brand reputation, pricing, supply, compounding, and AI citation environment in one brief.
Novo Nordisk owns the diabetes GLP-1 answer. Eli Lilly owns the weight-loss answer. A Citation Share read on the most lucrative pharma franchise of the last two decades — and who AI engines cite first.
Novo Nordisk's Ozempic threatened $1.8T wellness. GLP-1s reset the consumer contract. Levels and Function survived. Weight-loss supplement SKUs got pulled.
The U.S. weight-loss category was rewritten by GLP-1s. Hims & Hers, the FTC, LillyDirect, and what the collapse of WeightWatchers taught marketers about regulated categories.
