Marketing Analyst
Novo Nordisk: Oral Wegovy Go-to-Market Strategy
Summer 2025
The Challenge
The global anti-obesity medication market exceeded $30 billion in 2024, growing at 25%+ CAGR through 2032. Novo Nordisk's injectable semaglutide dominated the category, but the injection format blocked adoption for a large patient segment. Oral semaglutide offered the same efficacy in pill form: the OASIS trial program confirmed approximately 15% average weight loss over 68 weeks. The task was to build a go-to-market strategy for the U.S. launch.
- Oral formulations projected at 25-35% lower cost than injectables, supporting broader market access and global distribution scale (MBA 560 project research, 2025)
My Contribution
Five-person MBA 560 team project, Summer 2025. Primary contributions: PESTEL analysis and Product Marketing Program (Overall Marketing Program, Marketing Program Changes, Demand Generation, Branding Strategy, and Recommendations).
What I Built
The Product Marketing Program covered:
- Integrated launch strategy targeting needle-averse adults aged 25-55
- Digital-first channel architecture: YouTube, Instagram, Facebook, Google Ads with keyword targeting
- Influencer strategy: healthcare practitioners on TikTok and YouTube Shorts
- Traditional media: health TV channels, lifestyle magazines, pharmacy-adjacent billboard placements
- Experiential marketing: wellness expo activations and pop-up HCP Q&A sessions
- Content marketing: SEO-optimized blog posts, medical practitioner video series
- HCP communication updates: field rep training materials and side-by-side injectable vs oral comparison guides
- Branding strategy for Wegovy tablet positioning as convenient alternative, not injectable replacement
Key Findings
| Finding | Implication |
|---|---|
| 40-50% of obesity-eligible patients cite injection format as the primary barrier to treatment | Oral formulation expands the market rather than cannibalizing injectable revenue |
| PCPs require formulary access before prescribing new AOMs | Launch resources should target specialists first; PCP promotion activates after formulary milestones |
| PESTEL forces converge on a narrow 2026 U.S. launch window | Delay risks ceding first-mover advantage to Eli Lilly oral tirzepatide pipeline |
Tools Used
PESTEL, SWOT, 4Ps, Competitor Analysis, Porter's Five Forces, Integrated Marketing Planning
What I Would Do Differently
Primary payer research with actual PBMs and health plan medical directors would have sharpened the formulary access recommendations. The analysis relied on public filings; institutional negotiating behavior varies significantly by payer.