Client: Novo Nordisk

To understand the reputational crisis that was starting to crest for Novo Nordisk in May of 2024 is to remember just how pervasive the Ozempic media storm had become. With celebrity weight-loss testimonials inappropriately promoting off-label use and speculation about who on the red carpet was “on Ozempic” in every tabloid, false narratives and misinformation had begun to infiltrate media. Off-label use was skyrocketing, keeping this diabetes medication out of the hands of the patients who needed it most, leading to supply chain issues.

Moreover, the company’s high-profile suspension from the Association of the British Pharmaceutical Industry had been a significant blow to the company’s reputation and with the whole UK team working hard toward reinstatement, it was critical that media interest and scrutiny was strictly managed in line with the ABPI code of practice.

The Novo Nordisk UK Communications team found itself facing a unique challenge. Instead of proactively communicating with trusted reporters in healthcare and business media, they needed to mitigate coverage in pop-culture media and focus on issuing corrections in a sea of widespread misinformation. It was a massive undertaking that required a 24/7 newsroom, a full-scale AI activation to detect emerging issues, and track down misinformation, plus a media training and messaging effort for a team of executive spokespeople across the company. 945 corrections and 37 responsible, proactive placements later, the tide had turned. By the end of 2024 stories were 90% positive or neutral, and accuracy had improved dramatically.