With billions of kroner at stake in the battle against obesity, Novo Nordisk is under fire for its approach to Norwegians.
The company’s website, skekkomvekt.no, has raised eyebrows with its reassuring message: “You are not alone. Talking about obesity can help.”
It promotes consulting a general practitioner as a constructive first step. Yet, nestled beneath these well-intentioned words is a button that has caught the ire of health officials.
Unfortunate Development
At the forefront of this controversy lies a button stating “book an appointment with the GP,” directly linking users to Helsenorge for scheduling. This association has stirred discontent among health authorities.
“We were unaware of this situation,” Bodil Rabben, director of citizen services at Norsk helsenett, which oversees Helsenorge, told TV 2. “It is unfortunate that a pharmaceutical company links to Helsenorge, as this may mislead people into believing there is a connection between our services and Novo Nordisk.”
Lasse Moe, head of government relations at Novo Nordisk Norway, acknowledged to TV 2 that they have yet to engage with Helsenorge regarding this link.
“The intention behind the website is to share valuable insights about living with overweight and obesity, along with critical health information,” he explained.
However, many observers argue that Novo Nordisk straddles a precarious line between public education and illegal marketing—a stance Novo Nordisk firmly disputes.
Perception Matters
The Directorate of Health shares its dissatisfaction regarding the link. “When a company establishes a campaign page that leads directly to Helsenorge for appointment bookings, it can insinuate that public health services are involved in the marketing,” said Linda Granlund, divisional director at the Directorate of Health.
Additionally, Granlund expressed concern that this campaign could exert undue pressure on general practitioners.
Novo Nordisk is renowned for its weight-loss medication, Wegovy, and diabetes treatment, Ozempic. Last year alone, Wegovy generated a staggering NOK 1.9 billion in Norway, a figure reflecting sales from white prescriptions, where consumers pay out-of-pocket.
According to the FHI, more than 170,000 Norwegians were prescribed weight-reducing medications last year.
Importance of Dialogue
Moe from Novo Nordisk expressed a desire to consult with both the Directorate of Health and the Norwegian Health Network on refining their language around this issue.
“The GP system and Helsenorge are universal services available to all Norwegians. This health information is crucial for those seeking assistance with their lifestyle,” he stated.
Will you consider removing the link?
“We continuously evaluate feedback and strive to keep our content relevant and user-friendly, which includes reassessing our external links,” he responded.