Introduction to the Partnership
Novo Nordisk A/S scrapped a partnership with Hims & Hers Health Inc. after less than two months, saying the U.S. company is using “deceptive marketing” to sell copycat versions of its obesity blockbuster Wegovy. Hims, a San Francisco-based telehealth platform, wasn’t stepping back enough from its practice of mass marketing off-brand imitations of the weight-loss medicine, Novo executives said.
Grounds for Ending the Partnership
“The big issue with Hims is that we had an agreement that the mass compounding would stop and unfortunately it didn’t stop,” said Ludovic Helfgott, executive vice president of product and portfolio strategy at Novo, in an interview. “That’s why we ended the partnership.” In a post on X, Hims Chief Executive Officer Andrew Dudum called Novo executive comments “misleading.” He said Novo had been pressuring Hims to “steer patients to Wegovy regardless of whether it was clinically best for patients.”
Reaction to the Breakup
“We refuse to be strong-armed,” Dudum said, adding that Hims will continue to offer “a range of treatments, including Wegovy.” Hims shares tumbled 35% in New York Monday — the most ever — as analysts said the withdrawal would leave the telehealth company without an attractive obesity profit stream. Novo shares fell 5.3% in Copenhagen on Monday, while Lilly gained 1%.
Background and Context
The split is the latest in a series of unpleasant surprises for Novo that began last year after it became Europe’s most valuable company due to the success of Wegovy and the related diabetes drug Ozempic. The Danish drugmaker has ousted its CEO and faced clinical-trial setbacks and waning obesity market share in the US. Novo had counted on the Hims partnership to broaden access in the US, where it’s losing ground to Eli Lilly & Co.
Details of the Partnership
Dave Moore, executive vice president of Novo’s US operations, said in an interview that the Hims partnership “just wasn’t aligning with our vision and where we thought the collaboration was going to go.” Novo needed more time to ensure a consistent supply of Wegovy than Lilly did to ramp up on its rival drug Zepbound. That gave so-called compounders, which make copycat versions of Wegovy that may be tweaked slightly to personalize them, more of a foothold.
Impact on Both Companies
Adding to the Danish company’s woes were disappointing clinical trial results for its next-generation drug CagriSema. The setbacks led to change at the top: Novo announced last month that CEO Lars Fruergaard Jorgensen will step down. The company has not yet chosen a replacement. Hims, best known for selling treatments for hair loss and erectile dysfunction, began offering copycat obesity drugs last year when Lilly’s and Novo’s brand medications were in short supply, leaving millions of Americans looking for alternatives.
Future Plans
Hims didn’t adhere to the law prohibiting “mass sales” of compounded medicines that have been tweaked to be considered personalized, according to Novo, and was “disseminating deceptive marketing that put patient safety at risk.” Compounded medicines are made by pharmacies and have been allowed in the US to plug the gaps if drugs are in short supply or in order to tweak ingredients slightly. Novo said it’s still interested in working with telehealth companies as long as they don’t engage in mass marketing of compounded Wegovy. Monday’s announcement is a “clear message” to other partners, according to Moore. Novo has agreements with LifeMD Inc. and Ro.
Conclusion
The breakup between Novo and Hims due to concerns over compounded drugs and deceptive marketing practices marks a significant shift in the obesity treatment market. As companies navigate regulatory environments and patient needs, partnerships will be crucial but must be built on trust and adherence to safety and legal standards. The future of telehealth and pharmaceutical collaborations will depend on finding a balance between accessibility, profitability, and patient safety.
FAQs
- Q: What led to Novo ending its partnership with Hims & Hers Health Inc.?
A: Novo ended the partnership due to Hims’ continued practice of mass marketing off-brand imitations of Wegovy and alleged deceptive marketing practices. - Q: How did the market react to the news of the partnership ending?
A: Hims shares dropped significantly, while Novo shares also fell, and Lilly saw a slight gain. - Q: What does the future hold for Novo in terms of partnerships with telehealth companies?
A: Novo remains open to working with telehealth companies that do not engage in mass marketing of compounded versions of its drugs. - Q: What are compounded medicines, and why are they significant in this context?
A: Compounded medicines are made by pharmacies to fill gaps in drug supply or to personalize ingredients. They are significant because their mass marketing by Hims was a point of contention with Novo.
