The

NovoJourne
y
Team
Executive Summary

Situation Question Solution Impac

t Introduction

1) Analysis

Solution

> > >

2)
Implementation

Conclusion

2
Novo Nordisk’s Core Strategy has Allowed it to Grow and Become a Global Market
Leader
Company Background

Introduction

ESG Analysis
Text

Commercial Execution Solution

Innovation and Therapeutic focus

Implementation

Finance

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

Other Considerations
Wearable TeleHealth Introduction

Technology 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
Impedance Analysis that measures that we believe can be replicated to functions similar to
body composition treat obesity that of NovoPen 5
• Cons: significant
differences in Solution
Current Use Cases (Blood Oxygen Levels) Use Cases (Dental Care) drug
composition and
The Apple watch currently provides Blood Oxygen TeleDentists are dental professionals available 24/7 administration
(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

Projected growth in the

240% Growth
2018 - in Apple Watches from
2022 237 telemedicine market by 2030
• Develop pill and powder
form of drug for easy

Sources: Samsung, Apple, Statista,

%
Sources: BetterHelp, TheTeleDentists,
consumption
• Cons: complex
Statista regulations; Novo Conclusion
Nordisk faces
shortage in active
ingredient needed to
NovoJourney looks to merge the two most suitable and innovative test the drug
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

Solution
supported with mindedness towards Stigma
65% of Obestria individuals who are obese
overweight
• Studies show
 Inform them of the discrimination has
support systems in increased by 66% over 3 Encourage Seeking Help
Implementation

place 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 We hope to work with aspirational
Introduction
Stations 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 Partnership

Online Obesity Counseling, Logistics Introduction
BetterHealth
Nova Nordisk Provides
Initial Investment of kr 190M

Annual Maintenance and Ad Analysis

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

35,278 Obesity Sensitivity Training to

all healthcare Provider
Licensed Therapists
Key
4.4M
Online BetterHelp Mental Health Therapy

Outcomes Implementation

Individuals Helped
1.86M BetterHealth users by 2026

Conclusion

Cement Nova Nordisk as the primary

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

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

matched! 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
Professional based on profile communication health 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 Patients begin to refer each other
methods 10
3.1 Novo App Monitors Health and Offers Personalized Recommendations to Patients
Solution 3

Partner With Monitor and

1 Healthcare The Novo App 2 Improve Introduction

Providers Heath
Engagement and
You are on track motivation reminders Analysis

this 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 %:
for improved long-term
Body Fat: 27%
outcomes and monitoring.
34% Diet recommendations
Novo Nordisk information Implementation
Suggested based on biometrics
provides pamphlets. actions:

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: Together

190M DKK
Source: Case

Existing Health Provider 40,000 Existing Users Acquisition Cost

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
Existing user base provides a
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

clinical trial each year. Source: Bospar

Source: Novo Nordisk Trials
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 Incremental Revenue (DKK Millions)
DKK 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 High Churn on

Main Risk companies refuse to generate adequate Telehealth
partnerships 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
Conclusion
Competition
UN Sustainable Development
Goals Key
Awareness
Impact
Introduction
Addressed through
our awareness
campaign and Million new patients
1.86 reached 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
Conclusion
2026

15
NovoJourney Revenue and
Appendix
Expenses
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