The news: Novo Nordisk’s Wegovy pill, the first oral GLP-1 drug for weight loss, topped 26,100 prescriptions in its second week of sales, adding to first week sales of more than 18,000, per Reuters’ reporting of IQVIA data. The Wegovy pill launched on January 5.

• For comparison, Eli Lilly’s highly anticipated launch of Zepbound injectable for weight loss in late 2023 topped 25,000 prescriptions after one month. Lilly is expected to launch its own GLP-1 pill by midyear.
• Bank of America analysts calculated the Wegovy pill would need about 2,000 weekly prescriptions to hit Novo’s projected 2026 sales—meaning second week sales topped that by about 1,200%.

Why it matters: Weight loss pills will expand the GLP-1 market in 2026 by making treatment more accessible and convenient, especially through telehealth.

• The pill has a $149 per month cash price starter dose (compared with Wegovy and Zepbound prices of $199 and $299, respectively). It is also widely availability on Novo’s direct-to-consumer NovoCare platform, at more 70,000 pharmacies and numerous telehealth partners, which helps remove cost and friction barriers.
• Unlike injectable cold-storage counterparts, GLP-1 pills can be stored at room temperature, lowering shipping costs and allowing for easier delivery.
• Novo telehealth partners include Ro and Weight Watchers, which are both running ad campaigns including TV commercials featuring the pill, adding to expectations of broad consumer demand. Ro’s spot with celebrity spokesperson Serena Williams will air on the Super Bowl on Feb. 8.
• The early momentum supports estimates that oral GLP-1s will account for 25% of a total $95 billion GLP-1 market by 2030, per Goldman Sachs.

Implications for pharma and telehealth companies: The early demand for Wegovy pill validates strong interest in oral GLP-1s as a mainstream weight loss option, not just a convenient alternative. It also raises expectations for Lilly’s upcoming entry, and puts pressure on other drugmakers developing oral treatments to differentiate beyond price or drug delivery method.

For telehealth companies, the rapid uptake underscores the competitiveness of the GLP-1 weight loss market. Providers will need to rely less on availability as a selling point and more on marketing, brand trust, and support services to capture and retain patients.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Not a subscriber? Click here to get a demo of our full platform and coverage.