Novo Nordisk A/S said it would sell its popular weight-loss drug Wegovy for a steeply reduced price on several telehealth platforms. The strategy comes as rival Eli Lilly & Co. is working with telehealth firms to distribute lower-cost vials of its own obesity medication,

Novo Nordisk said on Tuesday it was partnering with telehealth firms Hims & Hers , Ro and LifeMD to sell branded versions of Wegovy, ahead of potential restrictions on selling compounded versions of the obesity drug.

The drugmaker is racing to capture more patients now that many compounding pharmacies are restricted from making Wegovy copycats, with rare exceptions.