Following the September 2019 Rybelsus approval, Novo Nordisk initiated a limited launch in October 2019 to specialists and high-prescribing PCPs. Even with the limited promotional support, Rybelsus appears to be off to a highly successful start, ahead of both Trulicity and Ozempic time-aligned launches. Below, FENIX has conducted a launch analysis, including early insights from NRx trends as well as an overview of both field and digital promotion materials.