Finalist
Commanding the Conversation: How Novo Nordisk UK Turned Media Challenges into Reputation Wins
by 21GRAMS on behalf of Novo Nordisk
Summary of work
GLP-1 receptor agonists have been frequently reported on, sparking intense media interest and unprecedented demand. As headlines buzzed and social media ignited, Novo Nordisk UK found itself thrust into the spotlight. The company rapidly ascended to become Europe’s most valuable publicly listed pharmaceutical company, a transformation that brought both opportunity and immense scrutiny.
With heightened visibility and unprecedented media attention on prescription-only medicines came formidable challenges: supply chain disruptions, inappropriate celebrity endorsements, and a high-profile suspension from the ABPI in March 2023. This wasn’t just a media storm; it was a hurricane, with a staggering 3000% surge in coverage demanding relentless vigilance and rapid response. Our communications team embarked on an unprecedented journey of media mastery, where reputation was the prize and agile media relations were the tools that kept the narrative under control. Our approach was built on three dynamic pillars: a 24/7 press office for proactive engagement and misinformation correction; comprehensive issues preparedness; and a targeted disease awareness programme. AI played a pivotal role, reducing workload without inflating the media monitoring budget. Our campaign navigated one of the most challenging media landscapes in pharmaceutical communications, demonstrating resilience, adaptability, and an unwavering commitment to integrity.
Judges’ comments
“Commanding the Conversation” was well supported by the robustness of the audit. Its outputs were amazing, with a great strategy. It was clearly a huge challenge faced and they achieved amazing outputs. They were able to correct misinformation with good, solid crisis communications.
