Shares of WW International (WW), the company formerly known as Weight Watchers, have been bleeding lower throughout today’s session after drugmaker Novo Nordisk (NVO) and behavior management company Noom announced a collaboration yesterday. Novo and Noom announced on Tuesday morning that they will collaborate on digital health solutions focusing on weight management and education following a “successful” 8-month pilot that combined Noom’s behavior change programs with Novo Nordisk’s “more than 95 years of experience in helping people living with chronic diseases.” Their collaboration will initially make solutions for behavior change and education available to people with obesity in the U.S., Novo Nordisk and Noom said. In afternoon trading, WW International shares have fallen $5.06, or 13.5%, to $32.28.