Novo Nordisk

We Inspire Patients to Embrace Positive Change

Challenge

  • Motivate type 2 diabetes patients to overcome the psychological barriers of insulin therapy to drive greater uptake of Novo Nordisk’s insulin portfolio.

Strategies

  • Share messages of hope and encouragement via everyday patients who have embraced positive change to control diabetes better through a traveling photo exhibit, Be the Face of Change
  • Leverage diabetes role models, including tennis legend and “Change Champion” Billie Jean King, to drive broad awareness.  Enlist a leading endocrinologist, to provide the medical perspective, including Novo Nordisk insulin portfolio treatment options
  • Showcase Be the Face of Change in venues across the country with a strong built-in audience of target consumers, including retirement communities, churches serving African-Americans and Hispanics, and Diabetes Expos

Success

  • Branded insulin messages reached millions of targeted patients in 2009 via events, website referrals, and local and national media coverage
    • More than 80 percent of branded messages were communicated in live media interviews

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