Healthcare Marketing Impact Awards - 2024

Campaign: The Power of We
Agency/Firm: ConcentricLife
Client: Novo Nordisk (Wegovy)

With the release of Wegovy, Novo Nordisk has helped transform how people think about and act on weight loss. However, the Copenhagen-based pharmaceutical company wanted this rethinking to evolve further, and so it launched a campaign aimed at shifting the focus of weight loss from a personal endeavor to a movement of shared experiences.

The “Power of We” hinged on an omnichannel approach covering virtually every touchpoint for consumers and healthcare professionals, including network TV, digital out-of-home, office tools, newspapers and social media. The effort, created with agency ConcentricLife, is the bronze winner of Integrated Campaign of the Year among suppliers, vendors and pharmaceutical companies.

Drugs such as Wegovy and Ozempic have catapulted into mainstream awareness, which Novo Nordisk was able to leverage toward the campaign’s success. In two months, a spot appearing on YouTube garnered more than 14 million views, contributing to the 14,000 healthcare professionals that visited the Wegovy site, the agency said.

As the concept of weight loss continues to evolve beyond mere attention to diet, exercise and willpower, Novo Nordisk wants to emphasize support — a necessary component of managing any chronic disease.