Danish pharmaceutical company Novo Nordisk, manufacturer of the medicines Ozempic and Wegovy, saw its market value jump with the launch of weight-loss pens and became the most valuable company in Europe, even surpassing French giant LVMH, owner of more than 70 luxury brands such as Louis Vuitton and Moët & Chandon. Since the debut of other pharmaceutical companies in the segment, the company’s market value has fallen from more than US$425 billion to the current US$212 billion, but some of the company’s strategies could return it to the top positions in the ranking.
One of them is to use Brazil as a ‘laboratory’ for the launch of a company sales channel, focusing on direct sales to consumers of medicines for diabetes and obesity: Ozempic, Wegovy and Rybelsus.
Called NovoCare Farmácia, the program was created by a partnership between Novo Nordisk and AS Medicamentos, the company responsible for the entire operation such as sales, logistics and billing and with national coverage.
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On the platform, patients with a valid medical prescription can purchase medications directly on the website, with direct integration with the company’s patient support program, NovoDia.
The entire process is done online, with digital validation. “[O canal de vendas] it is a natural evolution of Novo Nordisk’s strategy. The initiative represents a strategic advance by integrating the final stage of the patient’s journey into the NovoCare ecosystem. “, says Natalia Ortiz, Senior Director of Marketing for the Cardiometabolic area at Novo Nordisk, in an interview with InfoMoney.
The executive also reinforces that the sales channel does not change the operations of clinics, hospitals, distributors or other commercial partners. “The new channel works as another purchasing option, in order to complement the current ecosystem”, he says.
Novo Nordisk’s approach to patients through the direct sales channel is an unprecedented initiative developed for the Brazilian context, but it can be expanded, including to other medicines, depending on the success of the strategy. “The intention is to expand and implement the sale of other products from the Novo Nordisk portfolio on the platform in the future, with treatments for other health conditions”, says Ortiz.
The new channel’s pricing policy will be kept in line with other medicine e-commerce channels, but the executive explains that patients who participate in the patient support program can already get more attractive conditions. “Patients have access to differentiated prices when purchasing medicines from Novo Nordisk, online service from physical educators, nutritionists, psychologists and nursing professionals, as well as partnerships with reference companies in healthy eating, well-being, among others”, he states.
Although data on investments in the new channel has not been released, the initiative is considered strategic and aligned with the Danish company’s vision.
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On another growth front in Brazil, Novo Nordisk presented, last week, . In a note, the company informed that the request provides for a 59% discount for the government and was structured to meet the cost-effectiveness criteria required by the Ministry of Health. According to the pharmaceutical company, the initiative seeks to make the offer of obesity treatment in the public network sustainable.
‘Pen to Pill’
Meanwhile, in the United States, the dispute is no longer just in the market for weight loss pens, but for pills. After the marketing approval of an oral weight loss medication in the United States, .
The sale of the pill in Brazil still depends on approval from Anvisa. The request for analysis was made on January 30th and, although there is no estimated timeframe for completing the analysis, the average time for drug approval is one and a half years.
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