Finalist
Novo Nordisk UK, Leading Commentary on Brexit Impact
Summary of work
Novo Nordisk’s purpose is to improve and change the lives of patients. All Novo Nordisk’s medicines are imported to the UK, therefore it was committed to ensuring patients’ medicine supplies were unaffected ahead of the Brexit deadline and keen to use this opportunity to highlight its ongoing commitment to UK patients.
With a recently appointed UK general manager, Pinder Sahota, and the UK remaining a key market for Novo Nordisk, the combined internal and external (Syneos Health) press office identified Brexit as an opportune moment to firmly position Novo Nordisk, and its people, as leading commentators on the potential impact of leaving the EU whilst highlighting the business’s ongoing commitment to patients in the UK.
The strategy focused on using Brexit as a topical and timely opportunity to highlight Novo Nordisk’s commitment to the UK market. Reassuring stakeholders that Novo Nordisk will be able to provide its life-saving medicines, regardless of the Brexit outcome; ultimately positioning the company as the leading commentator on the impact of Brexit for the pharmaceutical industry and patients.
In 2019 alone, 269 pieces of coverage were secured for Novo Nordisk across print, online, radio and TV, creating 569,323,199 opportunities to see.
Judges’ comments
Syneos and Novo Nordisk’s project had clear and ambitious objectives with great coverage and results. The judges liked that it set out to do something simple and did it with a very small budget and memorable results.
