Client Name

Novo Nordisk

Faculty Advisor

Dr. Mohammad Kamran Mumtaz

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This ELP is from the Behavioural Studies thought-leadership area, as it is primarily concerned with understanding decision making processes of people.

The project investigates patients' decisions to start weight-loss treatment and factors affecting patients' behavior on the consumer side. The results show that there is strong social and family influence, the threat of patients feeling judged or body-shamed and the influence of social 10 media misinformation on patients who discontinue treatment.

On the physician side, the study focuses on the behaviour factors affecting the uptake of a new injectable product. These include risk aversion, brand loyalty, word-of-mouth from friends and family, the need to see results, and effective long-term collaboration with manufacturers.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

The most relevant SDG associated with this project is SDG 3 (Good Health and Wellbeing) because this project is related to obesity and weight-loss. The new products being launched to counter obesity (which is a known chronic disease and is associated with a number of severe health problems) have GLP-1 in them. Additionally, these products are relatively new so appropriate and supervised implementation of successful physician-led weight management programs may enhance health and health-related quality of life.

Secondly, the project also relates to Sustainable Development Goal 12 (Responsible Consumption and Production). Since these products are OTC patients often administer them without the doctor's supervision which may or may not be harmful to them because of the short history of these products.

NDA

No

Abstract

This study examines the marketing and supply chain alignment required to successfully launch Wegovy, Novo Nordisk's injectable weight management product, in Karachi's aesthetic, dermatology, and wellness clinic market. Using a qualitative, exploratory research design, fifteen in-depth interviews were conducted with physicians across three geographic clusters, DHA, Gulshan, and PECHS representing premium, mid-market, and value clinic segments.

The research addressed two central behavioural questions: what motivates patients to begin a weight loss journey, and what drives physician adoption of a new injectable product. Findings reveal that the majority of patients (70–80%) are externally motivated by social and family pressure rather than intrinsic health goals, and most enter the weight management pathway indirectly through consultations for related conditions such as PCOS or hormonal imbalance. Social media misinformation and out-of-pocket costs are the primary drivers of mid-treatment dropout. On the physician side, adoption is governed by risk aversion, status-quo bias, and a strong preference for clinical evidence, peer endorsement, and trial stock before committing to a new product.

The study proposes a phased, tier-based clinic targeting strategy and offers integrated marketing and supply chain recommendations, with supply reliability identified as a direct determinant of physician trust. The findings align with SDG 3 (Good Health and Wellbeing) and contribute to the behavioural studies thought-leadership area.

Keywords: GLP-1, weight management injectables, aesthetic medicine, physician adoption, supply chain alignment, Karachi, Novo Nordisk, Wegovy

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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