Novo Rebrands as Obesity Share Slips to 38.8% Against Lilly's 60.9%
Updated
Updated · BioSpace · Sep 14
Novo Rebrands as Obesity Share Slips to 38.8% Against Lilly's 60.9%
3 articles · Updated · BioSpace · Sep 14
Summary
Novo Nordisk said it will market itself as "Novo" and reset its corporate culture, framing the move as the start of a broader strategy overhaul ahead of its Sept. 21 Capital Markets Day.
CEO Mike Doustdar said the company must improve R&D, manufacturing, sales and marketing to win back obesity patients as the market becomes more consumer-driven and patients cycle on and off treatment more often.
38.8% obesity market share in the second quarter trailed Eli Lilly's 60.9%, underscoring the pressure on Novo even as its shares are down about 15% this year.
3 million oral Wegovy prescriptions by June gave Novo a bright spot, and Doustdar said the pill still holds a dominant oral segment despite Lilly's competing Foundayo launch.
Novo Nordisk remains the legal company name, while the new "Lasting Health Starts Now" branding and four cultural principles are meant to rebuild trust and sharpen execution for longer-term growth.