Novo Nordisk is developing an oral replacement therapy drug called NN1952 for patients with type 1 and 2 diabetes. The drug is a fast-acting oral insulin analogue and would be the first of its class. Novo Nordisk plans to increase awareness of diabetes and their new drug through social media campaigns and by launching a website and mobile app to provide diabetes patients information, support, and tools to better manage their condition. The goal is to help more diabetics properly manage their disease and medication through reducing barriers like embarrassment of injections or lack of information.

1. “Our Actions Reflect Our Values”
-Novo Nordisk
Presented By:
Shruti Dwivedi
Abdul Al-Jazairi
Roohee Peerzada

2. Introduction
• Company: Novo Nordisk®
• Drug Name: NN1952 (No Name Assigned)
• Indication: Oral replacement therapy for patients with Type
1 & Type 2 diabetes
• Fast-acting oral insulin analogue. First phase 1study
completed during the fourth quarter of 2010.
– The first drug of its class
– Potential Blockbuster
– Novo Nordisk has a licensing deal with Merrion Pharmaceuticals
– NN is using GIPET® technology by Merrion Pharms to develop
the oral formulation
– Deal: Merrion will get $54M for the first product to be launched
– Have already received $2M as the drug progressed to Phase II

3. Facts
• More than 50% of all diabetics who must use insulin injections
to manage their disease miss injections on a regular basis.
• Why would someone intentionally bypass the use
of medication that can help them in their personal health care?
• The two of the most common reasons :
– I am embarrassed
– It is painful

4. Our Plan
Target: Social Media
Focus: Exposure

5. Goal

6. Website focused on Diabetics
• We are launching an online support program for diabetes
patients, dubbed Cornerstone4care that promises patients
one-stop shopping for diabetes information and product
information
• They can also get recipes, calculate nutritional values, connect
with other patients and get daily action plans tailored to their
lifestyle and information needs, along with strategies for
dealing with special situations like travel.
• The site focuses on four “cornerstones” of diabetes control –
checking blood sugar, eating healthy, exercising and taking
medications

8. Diabetes APP
• We plan to develop a software for Diabetics
which allows them to record, store, and
analyze information electronically, all in the
palm of your hand.
• Features:
– This app lets you record blood glucose
levels and note the time of day—such as
“before breakfast” or “during activity.”
– You can view trend graphs, interact in the
forums, and record insulin injections,
exercise, and food eaten.
– You can also sync your phone to an online
account to manage your data on our
website.
– Easily downloadable to cell phones and
computers
– Compatible with almost every data
network