Novo Nordisk


Business Challenge

Novo Nordisk is a global healthcare company working and leader in diabetes care innovation. Headquartered in Denmark, Novo Nordisk works globally with the passion, and aim to help prevent, treat and ultimately cure diabetes. Novo Nordisk posed the challenge of looking at how they might provide more emotional support to type-2 diabetes patients to help them cope with the challenges of everyday care.


CIID Consulting partnered with Novo Nordisk’s Global Marketing team to design and develop a new service offering that pairs online and offline support for people with type-2 diabetes.

The service solution elevates the emotional well being of people with type-2 diabetes by facilitating peer-to-peer support and providing practical tools for coping with the complexity of a changing lifestyle.

Additionally, the service helps participants create individualised “Care Maps” of local community services and activities, creating a ubiquitous layer of support throughout a patient’s everyday routines.


Following a detailed design phase of the service platform CIID Consulting worked collaboratively with Novo Nordisk to develop a business strategy to ensure the service was sustainable and would provide value to patients and its service delivery partners.

The team designed the service business model, defined a launch plan and developed a communication strategy for Novo Nordisk to share the new initiative internally.

The outcome not only won support from our client’s executive sponsors, but was awarded a Core77 award and was presented at the MedicineX conference at Stanford University.

  • Core77