Even though GLP-1s have been on the market for over a decade, GLP-1 is often overlooked for diabetes care, with patients often going from orals direct to insulin. Novo Nordisk needed an awareness campaign that would help diabetes patients better understand GLP-1s, so they could engage with their physicians about a potential treatment change.
As direct to patient campaign, we had to avoid all promotional messaging. Category messaging also focused on topics that patients are bombarded with for years before GLP-1 becomes a consideration. It was time to stop telling people what they already knew, and enable them to take ownership of their treatment journey.
Our ‘My NEXT Step’ campaign completely removed the corporate voice, and had patients talking about their challenges and wishes in their words. It drove community dialogue, while the use of low-fi production also created a peer-to-peer vibe. This was backed up by a more polished, ‘Ask YOUR Doctor’ phase, which gave patients the tools and confidence they needed to talk to their doctors about GLP-1.
