Novo Nordisk is betting its new obestiy drug Saxenda is going to find a comfortable niche in the crowded weight-loss drug market in the U.S., in part because of the company’s existing relationships with many endocrinologists and by targeting morbidly obese patients.
Plus, doctors already are familiar with the drug itself; Saxenda is a reformulation of liraglutide, the active ingredient in the GLP-1 drug Victoza, according to a FiercePharma story.
Novo Nordisk still faces the challenge of convincing doctors to prescribe drugs for weight loss, especially since Saxenda costs $1,000 per month, more than many other weight- loss drugs.
The company plans to field 500 reps to promote Saxenda, FiercePharma notes. Still, Novo is expecting ramp-up to be slow, although analysts have said Saxenda could hit $1.5 billion in sales at its peak, and Novo Nordisk says it has “blockbuster potential.”