Case Study Novo Nordisk

Novo Nordisk Context

Novo Nordisk is a multinational pharmaceutical company with over 90 years of innovation and leadership in diabetes treatments. The organization also works to help people overcome other serious chronic illnesses such as hemophilia, growth disorders, and obesity.

In 2018 Novo Nordisk commissioned Citoyen to ensure that the issue of obesity and its consequences would be a key point of debate for political parties in the run-up to the Quebec election.


Encourage public debate on obesity, and above all, obtain firm commitments to be fulfilled by the new government. 


To achieve its objectives, Citoyen developed and executed a comprehensive and integrated strategy. A government relations and lobbying plan was deployed using our experts’ extensive network of contacts and knowledge of the health sector, inner workings of government, and the political games that go on behind the scenes. The plan included: presenting to political parties represented in the National Assembly to foster dialogue, attending political conventions to meet key stakeholders, meeting with individual party representatives, positioning the company as a stakeholder, forming a coalition with key players in the fight against obesity, etc.


Thanks to Citoyen’s strategy, the issue of obesity featured in the main political parties’ electoral platforms for the very first time.

In addition, we: 
• Held over twenty meetings
• Increased media exposure on the topic
• Ensured Novo Nordisk’s presence at more than ten events.

Key Contacts

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