Cornerstone4Care community building strategy by Novo Nordisk
Background
According to an estimate, there are more than 500 million cases of type 2 diabetes across the world, and it is only going to grow. However, the pharma brands are seen to be pushing their products through medical professionals, and not seen as taking interest in developing awareness about the disease or help patients manage diabetes better through their intervention.
Insight
What this disease needs apart from the latest in medicines are tools for patient engagement and disease management.
Big idea
Cornerstone4Care
Execution
Novo Nordisk launched the campaign with an unbranded portal that acts as a support system for diabetes patients covering 4 cornerstones of diabetes care – healthy eating, being active, medicine, and tracking. The website is full of resources that can be accessed even without prescription. However, more choices open up in the website when it changes from unbranded content to branded information. People who are considering signing up tend to opt for Novo therapy after their interactive experience with the portal. Their line of medicine, Victoza, has a separate section for those who have opted for the treatment. Cornerstone4Care has developed an entire ecosystem for better diabetes management and the brand does seem to have a better recall value when it comes to imparting education in the field.
Novo Nordisk has over the years added several new features, launched apps, chatbot, etc on the website to make it more relevant for the audience and give them the information they are looking for in ways that’s most convenient to them.
Impact
The portal has been in existence for the last 10 years and going strong. The market shares of Victoza grew 18% in 2017 despite competition from global pharma majors.
Key takeaway
What’s more to making and marketing a product? Patient engagement, spreading awareness and building a safe ecosystem for disease management.
