Healthcare Services Must Be Responsive to Changing Public Expectations

Public expectations regarding healthcare solutions are constantly evolving. Healthcare services must become increasingly responsive, relevant, and more seamlessly integrated into daily life.

In response to these shifts, Novo Nordisk has embarked on a new chapter of its transformation by introducing a global rebranding strategy. The company will now use ‘Novo’ as its sole name for daily use, accompanied by the launch of a new brand identity titled ‘Lasting Health Starts Now’ and a corporate culture update through ‘The Novo Way’.

“Individuals and communities have always been the primary focus in the development of science at Novo. We are driving transformation across various health sectors, such as obesity and diabetes, by delivering innovations for the lives of millions of people,” said Mike Doustdar, President and CEO of Novo.

According to Doustdar, the brand identity and corporate culture will strengthen how the company operates and competes. The core of the rebranding is the message that sustainable health must begin today, not in the future. Through this new identity, Novo aims to build a more consistent and recognisable relationship with the public, partners, and stakeholders worldwide.

To support this new identity, a series of principles have been established as the foundation of the company’s working culture. There are four main principles within ‘The Novo Way’.

Tania Sabroe, Executive Vice President of People, Organisation & Corporate Affairs at Novo, explained that brand identity and corporate culture are two complementary elements. “Culture shapes how we execute our strategy, while brand identity shapes the value perceived by the public regarding our products and services,” she stated.

A more in-depth explanation regarding the company’s strategic update will be presented during the Capital Markets Day, scheduled to take place in London on 21 September.