CBS CASE COMPETITION 2024

TEAM: VIETNAMESE GIRLS

Executive Summary
Novo Nordisk is the largest player in the The objective of Novo is to The strategy is aligned with Novo’s corporate
Situation Obesity Medications Market in Obestria cement its leading position strategy and 2025 strategic aspirations

Aging population with a life expectancy The stigma around obesity is changing
The market is increasingly competitive
higher than the global average towards a more positive perception
Complication
Customers are searching for the holistic solutions that encompass not only pharmaceutical interventions but also lifestyle changes
to achieve sustainable health outcomes

Question How can Novo Nordisk stay ahead of competition and protect its global market leadership position in the Obesity Medications
Market by revamping the PwO Treatment experience and strengthen their awareness in 2027?

Solution Public awareness campaign Personalized Treatment Plan Leverage impact to national scale

Awareness of people with obestity Revamp Treatment Experience

Impact

Summary Analysis Solution Timeline

 Novo Nordisk lead a global and Obestria healthcare and playing a
proactive role in social and environmental development

The largest company for diabetic treatments Value to society

"Changing diabetes in Children" program,

41.6M 170 Gender Equality, etc
People living with diabetes Countries access to products
and obesity reached Progress towards Zero Environmental impact: carbon
emissions from operation and transportation in
2023 decreased by 34% compared to 2019
8.5
3/4 of its around 34-billion-
dollar global sales are Being respected for adding value to society
generated through the
company’s diabetes care
business
Being recognised as
25.5 a sustainable employer

Diabetes care Others

Summary Analysis Solution Timeline

Obesity is an urgent public health issue in Obestria
Key about Obestria Obesity Medications Market

Private health clinics & e-health providers

65%
of the adult population lives with
overweight or obesity
Issues such as absenteeis,
presenteeism, premature
Adoptioin of medications
retirement, or even death
Gain more attention and empathy from media public

Aging population
Imposing substantial economic Customers are searching for holistic treatment
Compelling need and
and social burdens on Obestria in
opportunity for
the future
a nationwide campaign Easy to follow and approachable
to address the
challenges posed by Personalized treatment experience
5%-7% obesity
Government is paying more and Personalized support on long-term weight management
more attention into healthcare

The solution needs to be timely, in line with prevailing trends, and universally applicable to help Novo Nordisk
uphold its leading position in the increasingly competitive industry

Summary Analysis Solution Timeline

Obesity is a chronic disease which still lacked understanding

Obesity is a complex chronic disease influenced Misconceptions of Obesity and Weight Stigma detrimentally
by Genetics, Physiology, Environment, Education impact patients' life

Think & Do In fact

Obesity is a result of unhealthy Obesity is not a matter
lifestyles. of personal choice or willpower;
>4B people worldwide will be considered obese it is a chronic disease

(by 2035) Try to lose weight by dieting
& exercising, aiming to achieve
a typical weight similar
to others.
Believing that failure is
solely due to a lack of
increased risk for many serious diseases and health
personal determination, they
conditions: high blood pressure, Type-2 diabetes, continue to attempt weight loss
heart disease multiple times.
Despite their efforts, they
can only lose weight for
a short period and fail to reach
the expected normal weight.
However, they still fail to achieve
their expectations.

The traditional model of treating symptoms with medication is no longer enough for patients
Summary Analysis Solution Timeline
 Implementation in Obestria
10 millions reached

Summary Analysis Solution Timeline

 1.1 Public awareness campaign
Obesity is a complex disease
Target customer People with obesity living in Obestria

Objective To raise awareness and promote accurate understanding of obesity is

crucial for effective prevention and management

Activities

Community for Is a part of "Truth About Weight", allow people to post and share their
people have obesity problems, stories and connect with others

Summary Analysis Solution Timeline

2.1 Personalized treatment plan

Holistic roadmap treatment:

Suggest treatment methods Professors searching through personalized treatment plans tailored to
for patient "Truth About Weight" individual patient needs, preferences and
goals
Severe case

Intensive support in drug

treatment

Inclusive and
personalized
treatment by AI Treatment roadmap: provide basic treatment roadmap
Basic holistic treatment
No symptoms or mild case roadmap by AI Novo reminder, support patient to keep track
their treatment

Additional suggest features => using AI or professors

Summary Analysis Solution Timeline

 2.2 AI Treatment Plan
Basic plan: Offer simple, personalized treatment guide, which is accessible to everyone at no charge

1. Progress: 1
Patients update changes,
which are recorded and
calculated by AI to
determine the outcomes
and suggestions 3

2
4
2. Upgrade plan: 3. Motivation quote: 4. Reminder:
Designed for patients Motivate patient during Remind patients through a
seeking better results and treatmen customized daily plan arranged
long-term support by both patients and AI

Summary Analysis Solution Timeline

 3. Leverage to a national scale:
A collaborative campaign with Obestria’s government
Internal National Campaign: Eradicating Weight Stigma & Encouraging Proactive External
Weight Management
Novo Nordisk
• Develop specialized projects: Workshops, competitions, etc Government
• Collaborate with organizations for campaign coordination • Funding for the campaign
• Receiving report on the campaign's impact in reducing
Truth about Weight the national burden
• Provide obesity education for all
• Encourage self-care treatment Public media
adoption Speak For Yourself Competition • Sponsorship from the government to
• Deliver value to the community promote the campaign
through developed features Storytelling, Inspiration,
Activities
Educational initiatives
Novo Nordisk’s All citizens in Obestria
Obesity Community • Increase awareness
• Earn support Allow obese people to
Objective • Contribute to reduce weight stigma
• Combat weight stigma be heard and understood
• Adopt self-care treatment

Summary Analysis Solution Timeline

Timeline

Summary Analysis Solution Timeline