Novo Nordisk said it will offer all doses of Wegovy for $499 a month to patients paying cash, a bid to reach consumers who can’t get the blockbuster drug through insurance.

Novo Nordisk will slash the price of its blockbuster weight-loss drug Wegovy for cash-paying patients, after American rival Eli Lilly discounted some of its Zepbound injections last week. The Danish drugmaker will sell Wegovy directly to patients through its own online pharmacy.

Novo Nordisk said on Wednesday it would begin selling its weight-loss drug Wegovy at a discounted price of $499 per month to patients paying cash, as it grapples with shifts to the competitive dynamic of the U.