Shares of Eli Lilly and Novo Nordisk rose on Thursday as investors weighed a possible White House initiative aimed at making powerful weight‑loss medicines more affordable and easier to obtain through Medicare and Medicaid.

The focus is on GLP‑1 drugs, led in the U.S. by Novo’s Wegovy and Lilly’s Zepbound. These therapies, typically given as weekly injections, carry list prices north of $1,000 per month, though both manufacturers provide a $499 monthly option for cash-paying patients.

Although Novo brought its product to market first, Lilly’s Zepbound has quickly expanded its patient base. Analysts say the pricing blueprint now under discussion could tilt the competitive balance in Lilly’s favour inside the U.S. weight‑loss segment.

The proposal forms part of a wider government effort to reduce prescription drug expenses. By curbing dependence on traditional pharmacy benefit managers, the plan reflects administration goals to lower costs and broaden coverage. Other drugmakers, including Pfizer and AstraZeneca, have experimented with direct‑to‑consumer channels such as TrumpRx.

Market observers say a potential monthly price cap — possibly near $150 — could make these treatments realistic for millions, including those reluctant to start injections. Lilly is also preparing an oral GLP‑1 candidate, Orforglipron, while Novo’s oral version of Wegovy is under FDA review with a decision expected by late 2025.

As both companies race to introduce pill alternatives, the U.S. obesity treatment landscape looks set to widen, offering broader access to patients and intensifying competition in a high‑demand market.