At the JP Morgan Healthcare Conference (JPM) on Tuesday, Eli Lilly and Novo Nordisk shared duelling visions for the launch of oral obesity medicines. The companies' CEOs also weathered — or smiled through — tonally contrasting Q&A sessions led by JPM analysts. Novo Nordisk's chief Mike Doustdar, five months into the job, was asked about a "difficult 2025 and commercial execution," while Lilly's Dave Ricks was congratulated on "obviously a very successful year for the company."The stakes are high in 2026 for Novo Nordisk to win back market share for its obesity business, and recent approval for oral Wegovy (semaglutide) is a prime opportunity to do so ahead of Eli Lilly's competing launch for small molecule GLP-1 agonist orforglipron. Analysts are expecting billions in revenue from each product, with the opportunity to unlock previously untapped portions of the obesity marketplace with an oral offering.With much on the line for Novo Nordisk, Doustdar came out swinging at JPM, speculating that dosing restrictions could be a factor on orforglipron's future label. "I have looked into [Eli Lilly's] clinical trial protocol [for orforglipron]…and if you're taking a specific type of statin, then you have to wait two to four hours to take it. Awful. I don't know about you, but I know how many obese patients take statins," Doustdar said.But Eli Lilly's Ricks pushed back during their own JPM time slot hours later. "There's been some questions on statin use with orforglipron coming out of the conference today…In our protocol — I think it's impressive that Novo's CEO reads our protocols — there was a prohibition on statin use and a few other drugs that have common drug-drug interactions," Ricks said to chuckles from the JPM audience. "That's just a timing thing. We had not completed the [drug-drug interaction] suite of studies. There's no reason scientifically to expect anything in our label or commercial after that." For Doudstar's next shot, he preemptively aimed at the fasting requirements around dosing for oral Wegovy, which are not expected to appear on orforglipron's label. "If I was sitting on the other side, I would try to drill on that one. That's the only thing I can think of that one can drill on," he commented. Doustdar referenced patient experience with Rybelsus, where "we have not seen this being an issue with 1.5 million people," adding that similar requirements are "not a problem" in other large disease settings like thyroid disease. Back in Eli Lilly's camp, where the pharma has successfully launched a direct-to-patient platform that reaches about a million US patients, it's now planning to replicate a similar cash-pay success with orforglipron in massive middle-income countries like India, Indonesia, China and Brazil it couldn't reach previously with Mounjaro/Zepbound (tirzepatide) due to refrigeration constraints. "Orforglipron plays an outsized role internationally," Ricks said of the pharma's plans for market dominance. The company is expecting a rollout in late '26 or early '27, which he hopes will address Lilly's major question of how deep the patient pool is in these international regions, particularly those willing to self-pay for an oral obesity drug. "There may be, I don't know, 100,000 people in a place like Brazil willing to do it. But are there 500,000? Are there 5 million? I think we have to find that out because there are no analogies," Ricks said. "As we go through 2026 and 2027 with orforglipron coming to market, that will help build confidence there… [and be] instructive as we sort of seek that out. Is the analogy other medicines? Certainly there's been much more limited uptake of self-pay medicines in these markets."While Doustdar similarly has pegged international markets as a large opportunity for Novo Nordisk's obesity products, he seemed more focused on Europe rather than the Asian and South American markets Lilly is gunning for."As attractive as a market [the US] is and will remain from a volume perspective, it will be the smaller player of the two sides of the Atlantic," he said. "The international operations of Novo Nordisk have always been one of its stronger footprints…And that's a competitive advantage because the market knows us." However, he added that Novo will face headwinds in its international operations in 2026 because semaglutide has lost exclusivity in a number of markets this year.And back on the home front in the US, Novo Nordisk is playing up both the efficacy of its oral offering, which comes with a package of cardiovascular benefit data, and the price point to get there — even if it some with "short term pain" for investors. "You have to stick with me during the bad period," Doustdar said.Elizabeth Eaton contributed to this report.