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The KnowledgePoint360 Special Award for Innovation

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Addressing the Base of the Pyramid

by Novo Nordisk A/S

Summary of work

Almost 46 million people on low incomes within the Base of the Pyramid currently live with diabetes. The disease presents very specific challenges for this population. Novo Nordisk’s initiative – Addressing the Base of the Pyramid – is working to address these challenges by developing a market-based approach and inclusive new business models to improve access, awareness, and treatment of diabetes. Through our initiative we are building innovative solutions in a market segment that only few companies dare addressing. Building enduring and successful business models through our Base of the Pyramid innovation project will both change the lives of millions of people and, over time, contribute to sustainable growth for our company.

Pilot projects testing different models have been implemented in India, Kenya and Nigeria. Each has been designed to improve access to diabetes treatment and care in a scalable, sustainable, and profitable way.

Judges comments

We liked the way the activities in this innovative programme were tailored and modified to address the poorest in global societies through local healthcare systems at a micro level. It was also innovative in terms of learning about, and understanding, delivery in unserved markets and patient response.


Maintaining Adherence Programme - by Janssen with support from Havas Lynx

Highly commended

Meningitis: Keep Watching - by Novartis Vaccines and Diagnostics Limited with support from Ruder Finn

Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023