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.

After Zepbound-maker Eli Lilly reduced the price of the weight-loss drug, competitor Novo Nordisk has cut the price of weight-loss drug Wegovy.

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.