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 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.

Makers of the popular obesity treatments Wegovy and Zepbound are cutting prices for people without insurance. Danish drugmaker Novo Nordisk said Wednesday that it will drop prices 23% for all doses of Wegovy. The new monthly price of $499, down from $650, takes effect immediately.