Hims & Hers' persistence in selling high-margin compounded GLP-1s, even as shortages ease, is a strategic choice born of necessity. Switching to low-margin branded drugs ($10-15 profit per script) would collapse their business model, making the high-risk strategy a "financial Hail Mary."

The weight-loss drug market is a duopoly, not a monopoly, because companies cannot patent the underlying biological mechanism (mimicking GLP-1). Instead, Novo Nordisk and Eli Lilly patented distinct molecules that achieve a similar outcome, allowing both to compete directly.

Despite its first-mover advantage, Novo Nordisk lost its lead in the weight-loss drug market by failing to recognize its consumer-driven nature. While it planned a traditional pharma launch, competitor Eli Lilly adopted a direct-to-consumer model, treating the drug like an e-commerce product and capturing the market.

The two pharma giants are competing aggressively in the direct-to-consumer channel. They're cutting prices on their GLP-1 drugs, anticipating that lower costs will drive significantly higher volume and sales in the long run, even if it hurts short-term revenue forecasts.

Eli Lilly and Novo Nordisk's DTC programs for weight loss drugs give employers an alternative to point employees towards, providing cover to drop expensive insurance coverage and potentially reducing access for patients who rely on it.

The emergence of low-cost, compounded versions of GLP-1 drugs from telehealth companies like Hims is creating significant pricing pressure on market leaders Novo Nordisk and Eli Lilly. This dynamic has pushed the pharma giants toward direct-to-consumer models with lower prices to compete.

The widespread adoption of GLP-1 weight-loss drugs normalized self-injection for many consumers. This newfound comfort with needles lowered the psychological barrier to trying more experimental, gray-market peptides, which were previously seen as too extreme.

Andrew Huberman suggests that an impending crackdown on gray market peptides is motivated by pharmaceutical giant Eli Lilly's desire to protect its patent on Retatrutide, a potential trillion-dollar weight-loss drug. The push for regulation may be less about public safety and more about eliminating low-cost, gray-market alternatives to a blockbuster product.

The FDA quickly rebuked Hims & Hers for its mass-market compounded obesity drug. This move defends intellectual property and reinforces that compounding pharmacies are for niche medical needs, not for producing illegal, mass-market copycats of branded drugs.