The

NovoJourney
Team Blessed
NovoJourney can Protect Novo Nordisk’s Global Market Leadership Position
Executive Summary

Situation Question Solution Impact

Introduction

Destigmatize and
1) normalize obesity
through our awareness
90,222
million DKK
Analysis

Novo Nordisk’s campaign

customer journey is revenue in
not patient centric
How can Novo Obestria by 2024
Nordisk stay ahead of Solution

competition and Partner with BetterHelp

> > > 1.86
2) protect its global
market leadership
to launch BetterHealth
therapy and support
million

Obesity is services Implementation

surrounded by position in the patients reached
stigma; patients are with BetterHelp in
discriminated
Obesity Medications 2024
against Market? Make the process of
tracking treatment Conclusion
progress more
convenient through 42.6%
leveraging wearable
technology
CAGR from 2022 to
2026 2
Novo Nordisk’s Core Strategy has Allowed it to Grow and Become a Global Market Leader
Company Background

In order to remain as the global market leader in the pharmaceutical industry and as the Introduction

primary obesity care provider for Obestria, these are things that executives must consider:

ESG Analysis

01 Text• Raise awareness of chronic diseases

• Be respected for adding value to society

Commercial Execution Solution

02 Text• Continue to be a global market leader in the pharmaceutical
segment

Innovation and Therapeutic focus

03 Text• Develop a leading portfolio of superior treatment Implementation
solutions for obesity

Finance
• Deliver solid sales and operating profit growth
04 • Drive free cash flow Conclusion

These 4 strategic goals allow Novo Nordisk to cement its place as a

global market leader
3
Our Current Customer Journey in Obestria is not Patient Centric
Problem Analysis

Awareness Key Takeaway: The greatest opportunities for Introduction

Pain Point 1 = Weight Stigma innovation lie in the Awareness, Diagnosis, and
• Public perception: lazy, irresponsible, Treatment phases.
ugly, undesirable
• 66% of patients experience weight
stigma from healthcare providers Analysis
• Norvo Nordisk partnered with non- Begin Treatment
profits to launch Stop Weight Bias
campaign, but this is not enough to Limited Pain Points
tackle the problem. Low ROI to pursue
Solution

Source: GoodRx, Nature.com

Implementation
Meet Ellie Diagnosis Treatment
“I carried about a
painful burden of Pain Point 2 = Inconvenient Consultation Pain Point 3 = Track Progress
• 69% of people prefer telehealth to in • Progress tracking typically occurs
believing I was person consultations due to more during medical appointments
weak and a failure convenience • Monitoring progress boosts patient Conclusion
for struggling with • Norvo Nordisk must do more to make motivation
food and weight.” consultations and initial checkups for • 55% higher depression risk in
Source: World Obesity Day diagnosis more accessible obese adults
• Improved mental health possible
Steps with pain with consistent tracking
points
Source: AHIP
4
New Technology Trends Bring Opportunities To Improve the Patient Experience
Industry Analysis

Other Considerations
Wearable Technology TeleHealth Introduction

Hardware for
Smart Watches Online Therapy drug
administration
Smart watches such as the Samsung Online platforms such as BetterHelp • Improve current pens to Analysis
Galaxy Watch have Bioelectrical provide counselling services 24/7 include memory functions
Impedance Analysis that measures that we believe can be replicated to similar to that of NovoPen 5
body composition treat obesity • Cons: significant
differences in drug
composition and Solution
Current Use Cases (Blood Oxygen Levels) Use Cases (Dental Care) administration
The Apple watch currently provides Blood Oxygen TeleDentists are dental professionals available 24/7
(SpO2) monitoring beneficial for patients with for any emergencies or small issues that you may
Drug in Pill
respiratory or cardiovascular issues. have at home with easy and accessible services.
and Powder
Form Implementation

Growth in Apple Watches from Projected growth in the

240% 2018 - 2022 237% telemedicine market by 2030
• Develop pill and powder
form of drug for easy
consumption
Sources: Samsung, Apple, Statista, Sources: BetterHelp, TheTeleDentists, • Cons: complex
Statista regulations; Novo Nordisk Conclusion
faces shortage in active
ingredient needed to test
the drug
NovoJourney looks to merge the two most suitable and innovative
technological innovations into the PwO customer journey
5
NovoJourney Refines our Customer Journey to be More Patient Centric
Solution Introduction

>> introducing…
NovoJourney
Introduction
Solution 2: Diagnosis
Partnership with mental health
platform BetterHelp to launch
Analysis
online service BetterHealth for
patients suffering from obesity.

Solution

Implementation

Meet Ellie Solution 1: Awareness Solution 3: Treatment

Kickstart an awareness campaign Acquire LifeSum to develop
involving celebrity partnerships to an app to leverage
de-stigmatize obesity and wearable technology to Conclusion

reduce discrimination against sustain patient treatment

patients

6
1.1 Our Awareness Campaign in Obestria Can Help De-Stigmatize Obesity
Solution 1

Target Demographics Strategic Objectives

Introduction

People with People without 1 Normalize Obesity

Obesity (PwO) Obesity
Analysis
For people with obesity, this For people without obesity,
campaign intends to this campaign intends to

▪ Let PwO know they are • Encourage greater open 2 Reduce Stigma
Solution
supported with 65% of mindedness towards
Obestria overweight individuals who are obese

▪ Inform them of the • Studies show

support systems in place discrimination has
increased by 66% over 3 Encourage Seeking Help
Implementation

the last 10 years

Messaging and Tone Around Campaign Conclusion

The campaign tone is inclusive of all people, optimistic, and uplifting. The purpose of the
campaign should be around raising awareness and encouraging conversations

Sources: Case, NCBI 7

1.2 Work With Celebrities to Generate More Exposure for our Obesity Awareness Campaign
Solution 1

Sample Campaigns on Social Celebrity Engagement

Media and in Subway Stations
We hope to work with aspirational
Introduction
body positivity celebrities such as
Lizzo and James Corden. These
celebrities can help generate
awareness around the stigma of
obesity. Analysis

James Corden “Everyone, Body Awareness Month

regardless of
“Everyone, February is Eating Disorders and
regardless size.” Solution
Body Image Awareness Month. We
of size.”
want to leverage this and use our
campaign to raise awareness for
obesity during this time.
Implementation

2.3 Million Impressions

These posters will be placed in
James Corden Conclusion
high traffic locations aimed at
using celebrities to encourage
discussion 4 Platforms Utilized

8
2.1 Partner with BetterHelp to Increase Accessibility and Reach of Obesity Treatment
Solution 2

Partner with BetterHelp to launch Online Partnership Logistics

Obesity Counseling, BetterHealth Introduction
Nova Nordisk Provides

Initial Investment of kr 190M

Annual Maintenance and Ad Analysis

Spend budget of kr 1.4M
362M Clinical Trial and Treatment Data
Chat, phone, video sessions
Obesity Sensitivity Training to Solution

35,278 all healthcare Provider

Licensed Therapists
Key Outcomes
4.4M
Online BetterHelp Mental Health Therapy
Implementation

Individuals Helped
1.86M BetterHealth users by 2026

Conclusion

Cement Nova Nordisk as the primary

obesity care provider
“66% of overweight patients”
face doctor discrimination.
Health
by
BetterHealth changes that.
Sources: NCBI, BetterHelp 9
2.2 BetterHealth Targets the Diagnosis and Treatment Phases of the NovoJourney
Solution 2

You’ve been matched! How do you want to See you soon!

communicate?
Introduction

Ellie Blomberg Dr. Bekker Ellie Blomberg Analysis

Ellie is matched to a Christian,
black, female doctor who
specializes in eating disorders
Ellie can schedule a virtual
meeting or have a text chat with
Dr. Bekker at her leisure
Schedule
Ellie books follow-ups when
needed and keeps up with her
medications as prescribed
Solution

Onboarding form and Booking, chat and Complete patient

matching system Meeting system focused ecosystem

Implementation
Customer Matched to Customer chooses method of Repeat usage and lifetime health
Professional based on profile communication providers

1 2 3
Conclusion
Key Benefits
Personalized Care Easy Scheduling Improve adherence to treatment
Decreased Stigma Lower Cost Create patient community
Low friction onboarding Low barrier communication methods Patients begin to refer each other
10
3.1 Novo App Monitors Health and Offers Personalized Recommendations to Patients
Solution 3

Partner With Monitor and Improve

1 Healthcare Providers The Novo App 2 Heath Introduction

Engagement and
You are on track this motivation reminders Analysis

week!

Ellie Blomberg
Age 27 Doctors and patients track
Doctor onboard patient with key biometrics
Solution
Stats this week:
obesity onto the Novo App
BMI: 32.4 Water %: 27%
for improved long-term
outcomes and monitoring. Body Fat: 34%
Diet recommendations
Novo Nordisk information Implementation
Suggested actions: based on biometrics
provides pamphlets.

50% of patients with chronic

conditions are estimated to not Schedule Dr. Appt. Increase Protein Predictive Machine learning
Intake
adhere to their medications suggests appt. time Conclusion

Source: Front Med Technol

Up to 94% improvement of
medication adherence with
health apps
Source: WMAR 2 News Balitmore
11
3.2 Novo Nordisk Will Acquire Together by Renee to Unlock Synergies
Solution 3

Acquire Together by Renee to develop the Novo App Key considerations

Introduction
Novo Nordisk Competency Together Competency Purchase Price

Obesity Expertise Software Expertise

Nova Noridisk brings 100+ years of
diabetes and obesity patient
Developed the Together App over
3 years focusing on user
$4.2 M Raised (USD) 20% Equity Given
Analysis
expertise experience
Source: Case Source: Together

Existing Health Provider Network

Nova Nordisk has an active contact
list of over 12,000 prescribers to
distribute the app through
Source: Fortune
Clinical and Trial Data
More than 25,000 people
participate in a Novo Nordisk
clinical trial each year.
Source: Novo Nordisk Trials
40,000 Existing Users
Existing user base provides a
190M DKK Acquisition Cost
Solution
perfect test group to pilot the new
app into
Key Impacts
User Data
Learnings from existing user base Increase Rx adherence by 94% amongst
helps to optimize the app for 19,000+ current users of Together App. Implementation
projected 1.01 Million by 2026 Source: WMAR 2 News Balitmore
Source: Bospar

970,000 users within the first two years of

launching in Obesteria
Source: Appendix Calculations Conclusion

3 Corporate strategies employed to

position Novo Nordisk as a full ecosystem
Excellent Patient Centric Experience care provider
leveraging synergy between Novo
Nordisk and Together. 12
Pursuing NovoJourney Will Help Double its Net Sales Figures in Three Years
Financials

Novo Nordisk will achieve more than 25 billion DKK Incremental Revenue (DKK Millions)
in Obesity sales by 2025 in Obestria 160000 Introduction
140000
40000
34809.8 120000
35000
100000
30000 26789.1 Analysis
80000
25000
60000
20000 16349
40000
12489.6
15000
20000 Solution
10000
7833 0
5000 2022 2023 2024F 2025F 2026F

0 Total Revenue Operating Profit

2022 2023 2024F 2025F 2026F
Implementation

Growth Trends of Solutions (Users/Impressions) Key Takeaways

2500000 2,275,000
Awareness 2,100,000
1,940,000 1,867,180
2000000
1,544,400 90,222 42.6% 1.86 Conclusion
1,430,000 DKK Million Million
1500000
BetterHealth
1,017,161
907,500 926,376
1000000
Novo Wearables
500000 In Obestria by 2024 CAGR 2022-2026 Patients reached with
BetterHelp in 2024
0
2024 2025 2026 13
NovoJourney will Be Slowly Rolled Out Over the Course of 3 Years
Implementation Timeline

2024 2025 2026 2027+

Introduction

Awareness Planning
Launch
Planning
Launch Continuation Possible Global Expansion
Stage Stage
Campaign

Analysis

BetterHealth R&D BETA Launch Full Scale Launch with ongoing maintenance
Partnership
Solution

Development of Acquisition of
NovoApp with Pilot Launch Full Scale Launch with ongoing maintenance
Together
Together
Implementation
Implement Evaluate Must Win Battles

1 2 3
Lowest

Partner or Acquisition Awareness campaign fails to High Churn on Telehealth

Main Risk companies refuse partnerships generate adequate awareness offerings
Conclusion

Probability &
Impact
Highest

Shortlist alternative companies such as Invest in pay-per-impression Increase retention incentives such as
Mitigation LifeSum for acquisition and Talkspace promotions to ensure wide reach gamification and discounts
14
NovoJourney Will Help Novo Nordisk Stay Ahead of Competition
Conclusion

UN Sustainable Development
Goals Key Impact
Awareness
Introduction
Addressed through
our awareness
campaign and Million new patients reached
1.86 by 2026
throughout our Analysis
solution

Diagnosis
Partnership with Solution
BetterHelp to develop
the BetterHealth Million BetterHealth users
1.01 reached by 2026
platform

Implementation

Treatment
Innovating the
healthcare industry
with our NovoApp 2.28 Million impressions by 2026
Conclusion

15
NovoJourney Revenue and Expenses
Appendix

Revenue Schedule Expenses Schedule

Key Assumptions Profit Schedule

• Obestria’s revenues is 30% of the revenue of the global
projected revenue
• Obestria has 55 million citizens with 65% of the population
overweight and 50% of the citizens are overweight
• Inflation rate 3%
16