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Novo Nordisk Marketing

To drive change to defeat diabetes and chronic diseases by pioneering scientific breakthroughs and expanding global healthcare access

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To drive change to defeat diabetes and chronic diseases by pioneering scientific breakthroughs and expanding global healthcare access

Strengths

  • PORTFOLIO: Market-leading GLP-1 products (Ozempic, Wegovy) dominate category
  • RESEARCH: Robust pipeline with 12+ late-stage compounds in development
  • MANUFACTURING: Expanded production capabilities across 3 continents
  • BRAND: Strong physician trust and 80%+ patient satisfaction ratings
  • FINANCIALS: 31% sales growth YoY with 46.1% operating profit margin

Weaknesses

  • SUPPLY: Production constraints limiting full market potential
  • DIVERSIFICATION: Heavy reliance on GLP-1 franchise (76% of revenue)
  • PRICING: Premium pricing limiting accessibility in developing markets
  • DIGITAL: Underdeveloped digital therapeutics ecosystem vs competitors
  • COMPETITION: Vulnerable to emerging biosimilars and new technologies

Opportunities

  • EXPANSION: Obesity treatment market projected to reach $100B by 2030
  • INNOVATION: Oral formulations to expand patient acceptance and adoption
  • PARTNERSHIPS: Healthcare system integration for holistic disease mgmt
  • MARKETS: Untapped potential in APAC region with 60% projected growth
  • TECHNOLOGY: AI-driven personalized medicine and treatment protocols

Threats

  • COMPETITION: Eli Lilly's tirzepatide gaining substantial market share
  • REGULATORY: Increased pricing pressure from global healthcare systems
  • ACCESS: Insurance coverage limitations affecting patient adoption
  • REPUTATION: Public scrutiny around off-label use and supply issues
  • GENERICS: Patent cliffs approaching for key diabetes products

Key Priorities

  • MANUFACTURING: Accelerate production capacity to meet global demand
  • INNOVATION: Expand GLP-1 applications beyond diabetes and obesity
  • DIGITAL: Develop comprehensive digital ecosystem for patient support
  • ACCESS: Implement tiered pricing models for emerging markets
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To drive change to defeat diabetes and chronic diseases by pioneering scientific breakthroughs and expanding global healthcare access

SUPPLY MASTERY

Eliminate global production constraints by Q4 2025

  • CAPACITY: Increase manufacturing output by 50% through facility expansions and process optimization
  • FORECASTING: Implement AI-driven demand planning system with 95% accuracy across all markets
  • DISTRIBUTION: Establish regional supply hubs reducing delivery times by 40% for critical products
  • PARTNERSHIPS: Secure 3 strategic manufacturing collaborations to expand production redundancy
EXPAND HORIZONS

Broaden GLP-1 applications beyond current indications

  • RESEARCH: Complete Phase 2 trials for two new therapeutic indications with positive efficacy data
  • EDUCATION: Develop comprehensive GLP-1 scientific platform reaching 85% of target specialists
  • EVIDENCE: Publish 15 peer-reviewed studies demonstrating expanded clinical applications
  • PARTNERSHIPS: Establish 4 research collaborations with leading academic medical centers
DIGITAL ECOSYSTEM

Create industry-leading patient support platform

  • PLATFORM: Launch integrated patient app with 75% adoption rate among new patients
  • ENGAGEMENT: Achieve 80% monthly active users with average of 4.5 weekly interactions
  • OUTCOMES: Demonstrate 30% improvement in adherence for digitally-engaged patients
  • AI: Implement predictive analytics identifying at-risk patients with 85% accuracy
ACCESS FOR ALL

Expand global treatment accessibility and affordability

  • PRICING: Implement tiered pricing models in 12 emerging markets increasing access by 40%
  • COVERAGE: Secure favorable reimbursement decisions in 85% of target markets globally
  • PROGRAMS: Launch patient assistance initiative supporting 150,000 uninsured patients
  • EDUCATION: Deploy healthcare economic value programs reaching 75% of key payer decision-makers
METRICS
  • GLP-1 MARKET SHARE: 72% by EOY 2025
  • PATIENT REACH: 2.5M patients on GLP-1 therapies globally
  • DIGITAL ENGAGEMENT: 75% of patients using Novo digital ecosystem
VALUES
  • Patient-centered innovations
  • Scientific excellence
  • Ethical business practices
  • Sustainability commitment
  • Inclusive healthcare access
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Align the learnings

Novo Nordisk Marketing Retrospective

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To drive change to defeat diabetes and chronic diseases by pioneering scientific breakthroughs and expanding global healthcare access

What Went Well

  • REVENUE: GLP-1 franchise exceeded forecasts by 12%, reaching $8.9B QoQ
  • EXPANSION: Successful Wegovy launch in 5 new markets with 83% awareness
  • PARTNERSHIPS: 7 new value-based contracts with major healthcare systems
  • CLINICAL: Positive Phase 3 results for CagriSema combination therapy
  • MANUFACTURING: Production capacity increased by 35% ahead of schedule

Not So Well

  • SUPPLY: Continued constraints limiting full commercial potential
  • COMPETITION: Lost 3.5% market share to Eli Lilly's Mounjaro/Zepbound
  • PAYERS: Unfavorable reimbursement decisions in 3 European markets
  • PRICING: 7% price concessions required to maintain formulary status
  • DIGITAL: Patient app engagement metrics below target by 22% QoQ

Learnings

  • FORECASTING: Demand prediction models underestimated GLP-1 adoption
  • MESSAGING: Clinical efficacy resonates more than lifestyle positioning
  • CHANNELS: Specialist targeting outperforms primary care by 3:1 ROI
  • CONTENT: Video testimonials generate 68% higher engagement than static
  • ADVOCACY: KOL partnerships drive 4x higher prescribing consideration

Action Items

  • CAPACITY: Accelerate API manufacturing expansion at 3 global sites
  • DIGITAL: Launch enhanced patient support app with adherence features
  • ENGAGEMENT: Implement omnichannel HCP education program across markets
  • ACCESS: Develop innovative patient assistance programs for key markets
  • RESEARCH: Expand clinical trial diversity with 30% minority enrollment
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To drive change to defeat diabetes and chronic diseases by pioneering scientific breakthroughs and expanding global healthcare access

Strengths

  • DATA: Vast proprietary clinical trial data spanning 40+ years
  • INVESTMENT: $250M dedicated AI innovation fund established in 2023
  • TALENT: 120+ data scientists and AI specialists across organization
  • PARTNERSHIPS: Collaborations with leading tech firms and universities
  • INFRASTRUCTURE: Advanced cloud-based analytics platform implemented

Weaknesses

  • INTEGRATION: Siloed AI initiatives across different business units
  • LEGACY: Outdated systems hindering real-time data utilization
  • ADOPTION: Inconsistent AI implementation in marketing operations
  • EXPERTISE: Limited specialized healthcare AI marketing talent
  • REGULATIONS: Compliance concerns limiting AI marketing applications

Opportunities

  • PERSONALIZATION: AI-driven patient journey mapping and engagement
  • FORECASTING: Predictive analytics for market trends and demand
  • OPTIMIZATION: Automated marketing mix modeling for ROI improvement
  • TARGETING: Precision HCP targeting based on prescribing patterns
  • CONTENT: AI-generated tailored educational content for patients

Threats

  • COMPETITORS: Eli Lilly's $500M AI investment outpacing initiatives
  • PRIVACY: Evolving global data protection regulations
  • QUALITY: Maintaining medical accuracy in AI-generated content
  • PERCEPTION: HCP resistance to AI-driven engagement approaches
  • ETHICS: Emerging AI marketing standards and compliance frameworks

Key Priorities

  • INTEGRATION: Unify AI initiatives into cohesive marketing strategy
  • PERSONALIZATION: Deploy AI-driven patient journey orchestration
  • ANALYTICS: Implement predictive demand forecasting capabilities
  • TALENT: Develop specialized healthcare AI marketing expertise