By John Q. Hosedrinker 
Novo Nordisk has ended its partnership with telehealth provider Hims & Hers Health, citing concerns about deceptive marketing practices related to weight-loss drugs. The collaboration, initiated in April, enabled Hims & Hers to offer Wegovy, a branded weight management medication, at a discounted price. However, Novo Nordisk took issue with Hims & Hers’ ongoing promotion of compounded versions of semaglutide, the active ingredient in Wegovy, which are not FDA-approved and were only permitted temporarily due to a shortage that has since been resolved. Novo Nordisk emphasized its commitment to taking action against companies involved in “illegal sham compounding” that endangers public health.
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Novo Nordisk Accuses Telehealth Company Hims of ‘Deceptive Marketing’ and Ends Wegovy Partnership
The recent news that Novo Nordisk has ended its partnership with the telehealth company Hims is a complex situation, stirring up a lot of conversation. At its heart, the dispute revolves around Novo Nordisk’s accusations of “deceptive marketing” practices employed by Hims, particularly concerning their sales of compounded versions of semaglutide, the active ingredient in Wegovy. This whole situation is messy, and the underlying themes are about how to best provide medical care to the population, with an overlay of profit and personal insecurities.
The crux of the matter lies in the use of compounded drugs. During a period when there were shortages of the brand-name medications, the FDA allowed compounding pharmacies to create and sell semaglutide, the stuff used in Wegovy. These compounded versions were often available at a lower cost. However, that shortage has since been resolved, and the FDA has declared that compounding is no longer permitted for these specific drugs, and now patients will need to stick to the branded versions. The end of this special permission, coupled with Novo Nordisk’s apparent concerns about Hims’ marketing, led to the termination of their collaboration.
Many people are taking sides in this story, and it’s easy to see why. The cost of these weight loss medications, especially Wegovy, is a major point of contention. Some folks have lamented that Hims offers a much cheaper alternative compared to the branded medication, which can be prohibitively expensive, even with insurance. The price difference is significant, with brand-name Wegovy potentially costing upwards of $500-$600 a month, and even more if a person isn’t insured or doesn’t have good insurance coverage. However, that’s the good price, according to some, and it should be way less.
On the other hand, there are plenty of people who agree with Novo Nordisk’s decision. Many people are wary of the ethics of the Hims’ marketing. Some of the marketing materials used by Hims, and its sister company Hers, have been described as making people feel bad about themselves and using insecurities about physical appearance to sell medications. There’s a general feeling that these telehealth companies are marketing machines first and healthcare providers second, motivated by profit rather than patient well-being. Some are worried about the safety of compounded medications, especially if they’re not produced under strict quality control. They have voiced worries that patients may not be getting the correct medication or that the compounded versions might not be as effective.
The whole situation points to a bigger problem: the current healthcare and insurance system. The lack of affordable access to necessary medications is driving people toward alternative options, like compounding pharmacies and telehealth services, that might be perceived as a cheaper option.
The core of the situation is about access, affordability, and the complexities of the healthcare system. It’s a classic case of supply and demand. With these weight loss drugs in high demand, there’s a race to capture that market share. The move by Novo Nordisk seems to be about protecting its brand and profit, while also ensuring the safety of the product. People might be losing. People with health insurance might actually be getting the short end of the stick.
The move by Novo Nordisk isn’t necessarily about ethics. They are protecting their financial interests. The healthcare system is a mess. There are no heroes in this story. The whole system is incentivized to make money.