Novo Nordisk re-launches hemophilia campaign

//October 30, 2009

Princeton company aims to replicate success of diabetes treatment for different condition.Novo Nordisk Inc. announced the re-launch of its Âchanging possibilities in hemophiliaÂ campaign with a re-branded Web site and a new community on the social networking site Facebook. The new online resources are intended to reach the hemophilia inhibitor community, which represents just 800 to 900 Americans, according to the health care company, whose U.S. headquarters are based in Princeton.

With the re-launch, Novo Nordisk Â which has made a name for itself in diabetes care Â is looking to expand its presence within the field of hemophilia, where its one blockbuster drug, Novo 7, has made it the third-largest company in hematology therapy, according to Ben Duncan, an analyst at Decision Resources, a research firm focusing on the biopharmaceutical industry.

By revamping the hemophilia campaign, the company is Âreally trying to replicate what theyÂve done in the diabetes space, in terms of becoming the name people think of when they think of hemophilia.Â In terms of Novo NordiskÂs pipeline, hemostasis agents currently represent a very large proportion of the drugs in development, Duncan said.

While hemophilia may not represent as large a market as diabetes, ÂtheyÂve got a monopoly on a very niche market,Â which can prove to be very lucrative, he said. ÂIf you take into account the competitive environment within areas, then clearly thatÂs where Novo Nordisk looks to drive future growth of the company.Â

E-mail Evelyn Lee at [email protected]

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