Challenge:

Many primary care physicians (PCPs) delay treatment intensification for type 2 diabetes, increasing patient risk. Novo Nordisk needed a compelling communication strategy to drive earlier intervention—one that was motivational, adaptable across markets, and easy to implement.

 

Solution:

We partnered with Novo Nordisk to create Shift, a global omnichannel campaign designed to transform the way type 2 diabetes is managed. By positioning PCPs as heroes, the Shift Campaign inspired them to take action earlier—helping their patients move from risk to reward and caution to confidence. The campaign built urgency around the issue and educated PCPs on the benefits of early intervention through a dedicated website, along with targeted social media, banners, and newsletters to drive engagement.

 

Results:

The Campaign delivered a 3x increase in e-consent across markets, with users spending 4.5 minutes on-site, exceeding industry averages. Within three months, all top-priority markets localised the campaign, proving that strong global-to-local collaboration drives success.