A fierce competition is unfolding in the US weight-loss drug market, characterized by significant price cuts and direct-to-consumer sales as drugmakers struggle to gain traction due to a lack of widespread insurance coverage.

• Drugmakers like Eli Lilly and Novo Nordisk have slashed prices, with some doses of Wegovy now costing $149 a month, down from over $1,600.
• Patients like Ruth Gonzalez are making financial sacrifices to afford these medications, which are often not covered by insurance.
• The direct-to-consumer model, highlighted by the new TrumpRx website, aims to make pricing more transparent and bypass traditional price negotiators.