Novo Nordisk will offer cheaper insulin to U.S. diabetics, the Danish drugmaker said on Friday, in response to criticism over the high price of the medication and after similar moves by rivals Sanofi and Eli Lilly. President Donald Trump has made high prescription drug prices a top issue in the 2016 presidential campaign and said that drug companies were “getting away with murder”. Novo will offer a generic version of its most heavily prescribed insulin drug Novolog, used by about a million U.S. patients, at a 50% discount compared to the current list price, the company said in a statement.

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