Eli Lilly has GLP-1 injectables and will have an oral pill this year. Novo Nordisk has already dropped that ball.

Hence Eli Lilly +40% in the last year and Novo -23%. Or on a longer timescale you can see the problem:

https://www.google.com/finance/quote/NVO:NYSE?sa=X&sqi=2&ved...

What should they have done differently to prevent a competitor from entering a valuable market?

"Pricing power fell when someone else entered the market" isn't dropping a ball is why I ask.

I think they meant dropped the ball on oral intake.

Most people probably prefer a pill vs injections with needles.

Novo nordisk's biggest mistake was refusing to create a direct to consumer business. Eli Lilly sells most of their product through their website at large discounts, this superior distribution method is largely how they were able to gain such a large market share. Their product is also better than ozempic, so that definitely helped too. But its not like Novo Nordisk was stuck with ozempic, they couldve developed new advancements as well.

Sure, it could blow up its economy and have the U.S. just switch to the existing domestic alternative, which also appears to be superior (tirzepatide).

Doesn't Ozempic already have competition on the market?

Or ASML devices

Not really, probably a majority of Americans look down on people using Ozempic

To be clear, since I'm past the edit window: I think Ozempic is an amazing drug, it's just unfortunate how popular it is to hate on people for using a drug they need.

My understanding is that the hate is mostly related to influencers selling you weight loss products while hiding the fact they struggled until they found Ozempic, then to a lesser degree some people think it's cheating or w/e.