Novo Nordisk
Brief
Background: Novo Nordisk is a leading pharmaceutical company known for pioneering
innovations in diabetes and obesity treatments, with a product portfolio that sets the
standard in the industry
- Objective: Develop a campaign to launch Ryzodeg (a dual-acting insulin in one injection) in China, while reaching new audiences in existing markets.
- Challenges: Ensuring consistent messaging across diverse markets with different cultural nuances.
- Target Audience: Type 2 diabetes patients, aged 50-70, who are struggling to manage their condition.
- Approach:Collaborated with core brand teams from key markets (Turkey, Australia, China) to co-create the campaign. Provided each market with core campaign materials, communications architecture, and a master tactical rollout plan.
- Tactics: Brand film, healthcare professional (HCP) e-detail aid, brand book, emails, banner ads, leaflets, and a patient-focused website.
Results
Metrics: Adopted by 10+ countries, the effective delivery and roll out plans supporting in
retaining market share
Outcomes: Played a key role in streamlining the process from ideation, testing, execution and roll-out, leading to a 20% decrease in go-to-market time
Learnings: Building strong relationships across markets was essential for a seamless process and successful delivery
Outcomes: Played a key role in streamlining the process from ideation, testing, execution and roll-out, leading to a 20% decrease in go-to-market time
Learnings: Building strong relationships across markets was essential for a seamless process and successful delivery