NNILetter

Digital Mindset
is Here to Stay!

With a new physician portal, a chatbot used by over 40,000 users in just one month, and an award-winning app, it’s clear that NNIL digital mindset is not just a trend but a strategic shift. We learned how this innovative approach is transforming Obesity patient care in Israel

“Wegovy^® is considered the treatment most often prescribed among family physicians and we aim to reach over 7,000 HCPs across Israel, through different channels, on a regular basis” says Tomer Chen (TOCZ), Obesity HCPs Product Manager.

“The COVID-19 pandemic accelerated digital transformation across industries, including pharmaceuticals, and the digital mindset is part of Novo Nordisk’s global and local marketing strategy” Tomer explains. “Digital tools enable us to effectively connect with thousands of physicians, reach diverse audiences such as medical teams and patients (with plans to expand outreach to dietitians and pharmacists), and provide tailored information to help them become more familiar with Wegovy^®.”

Share of Voice is the Name of the Game

The Physician Portal that was launched in May 2025, has already delivered impressive results. It is one of several digital platforms that were developed by the Obesity unit over the past two years, with a dedicated team including Tomer (TOCZ), Yulia (YLYE), Idan (WDBV) and Pessia (QPAE).

The Portal is a one-stop-shop for Wegovy^® information for Israeli HCPs. It provides comprehensive information about Wegovy^®, including research highlights, cardiovascular studies, Patient Support Programs and expert articles. The portal serves a wide range of professionals, from primary care, endocrinologists, cardiologists and pharmacists, to nurses and dietitians.

Users reach the site via emails from sales reps, meetings, conferences and banners. The site, locally managed by B-ONLINE, is closely monitored to generate insights into user interests and continuously improve the experience.

“Israel was one of the first affiliates to launch such a site,” Tomer notes. “Since its launch we have had over 4,600 users and more than 700 returning visitors. These numbers show the portal’s value to our audience.”

Over 40,000 people used the Wegovy Chatbot in just one month!

The recent “What’s Your BMI?” campaign highlighted the NNIL Chatbot’s role in the digital customer journey. Opened to the public, the chatbot drew 40,000 users in one month! After calculating their BMI, users were guided to the chatbot, which offered personalized information and resources based on their input. These included weight loss advice, suggested questions for physicians, tips for managing obesity and more.

"Although the chatbot provides one-way communication, it gives users a sense of control over the information they receive” Tomer and Noam (WRBB) explain. “Designing the decision-tree was challenging, but it proved highly beneficial for our users."

NovoCare - an award winning Patient Support app helps our patients stay on track

Novocare is Novo Nordisk’s Israel AI-powered app supporting obesity patients throughout their obesity management journey.

It was initiated and developed by Lihav (LIVS) from the CEx team in collaboration with Lea (LMLL) and Ofri (OFPE) from the Obesity BU, and was awarded the Novo Nordisk global award for “Greatest of All Time: Leading Patient Experience & Support” in 2025.

“The NovoCare app enables patients to monitor lifestyle changes, including physical activity and nutrition, and facilitates tracking of medication schedules, reminders and adherence to prescribed treatments” Lihav explains. “The app uses data that the patient provides via smartphones and digital devices (such as digital scales) and uses a smart Behavioral Intelligence Engine to deliver personalized, real-time recommendations on healthy habits and medication”.

With 5,033 Wegovy^® patients, features like weight analytics and meal photo calorie estimates are just a part of the amazing features the app offers to its user.

“The app has received the exceptional NPS (Net Promoter Score) of 72.4, which measures a customer’s likelihood to recommend a product/service”, Lihav summarizes, “and we aspire to have more patients using it to support their everyday lives and improve obesity care outcomes”.

Exciting Digital Collaborations Ahead

Looking ahead, Novo Nordisk Israel is preparing to launch a bold new initiative in partnership with the Super-Pharm chain. This initiative, led by Ofri (OFPE) – NNIL Pharmacy Engagement Manager, is focused on building a digital ‘Obesity Zone’ on the retailer’s website to promote disease awareness. Super-Pharm’s traffic offers great public exposure, enables to reach more patients who are treated with Wegovy^® and to guide users to NN chatbot and digital tools.

Together, NNIL’s cross functional team is working on new platforms and partnerships, expanding NNIL’s digital presence in search engines and managing our assets systematically. For us, the digital mindset is another area where we Play to Win.