Lessons from Novo Nordisk on the stampede for obesity drugs

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Lessons from Novo Nordisk on the stampede for obesity drugs
Danmark Seneste Nyt,Danmark Overskrifter
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The Danish drugmaker’s efforts to tackle obesity provide some golden rules on how to cope in the midst of a boom

So his doctor, a family friend, suggested he use an injectable drug from Novo Nordisk, a Danish drugmaker, that is approved for type-2 diabetes but, as a fringe benefit, helps with weight loss, too. To start off, the price, at about $1,000 a month, was out of Mr Ingram’s reach. Because he didn’t suffer from diabetes, his insurer wouldn’t cover it. Then he discovered an online Canadian pharmacy that shipped it to him for $350 a month. Since using it, he has shed 60lb.

is their new port of call. It has been a wild ride. Following Ozempic’s serendipitous success, the firm’s newest potential blockbuster, Wegovy, was the first drug in years that America’s Food and Drug Administration approved for obesity. This has meant some insurers cover it.

The first thing to remember is knowing your onions. Analysts have long complained that Novo’s focus on diabetes-related illnesses make it the least diversified big pharma firm in Europe. But that is orthodoxy gone mad. One of the beauties of the firm, whose founders first made insulin in Denmark in the 1920s, is specialisation. In 1990 Michael Porter, a management guru, called Denmark’s insulin-exporting prowess one of its big competitive advantages.

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