Novo Nordisk, a global leader in diabetes care, recognized the accelerating pace of technological, behavioral, and societal changes reshaping how diabetes is managed. Digital therapeutics, continuous glucose monitoring, AI-driven treatment recommendations, and emerging patient expectations are redefining what it means to live with diabetes.
The challenge was therefore to explore how Novo Nordisk can anticipate and prepare for the future of managing diabetes with insulin. The goal was not only to understand emerging trends and innovations but also to explore the deeper behavioural, cultural, and societal shifts that will shape patient experiences and expectations. By doing so, Novo Nordisk sought to secure its leadership, future-proof its portfolio, and align strategy and communication with the realities of tomorrow’s diabetes management landscape.
We used a Futures Design methodology that blends strategic foresight, design thinking, and the social sciences to uncover future landscapes and inform strategic decision-making. The project was structured in four phases:
- Situate – The research theme was defined: The Future of Managing Diabetes with Insulin. The team clarified the scope, stakeholder landscape, and research objectives, focusing on how innovations and changing patient behaviours might impact insulin use.
- Search – Over several months, the Bespoke team conducted horizon scanning and trend analysis, gathering a knowledge library of 138 signals ranging from emerging technologies to patient-driven lifestyle changes. Research incorporated digital therapeutics, AI, data-driven health monitoring, behavioural insights, and evolving regulatory frameworks.3. Sense – Insights were synthesised through collaborative workshops, mapping trends against potential future trajectories. Patterns, contradictions, and strategic opportunities were identified, resulting in a heat map of insights and a set of inspirational takeaways to guide scenario development.
- Scale – Finally, opportunity spaces and strategic departures were identified through Bespoke’s Strategic Compass, highlighting potential pathways for innovation, partnerships, and patient engagement. Recommendations were developed to serve as the backbone of future portfolio planning, strategy, and communication for Novo Nordisk.
Throughout the process, cross-disciplinary thinking was essential. Design, foresight, and social science methods ensured the findings were actionable, future-proof, and sensitive to both technological and human dimensions of diabetes care.
The project delivered a comprehensive foresight report, serving as both a strategic tool and inspiration for Novo Nordisk.
The report enables Novo Nordisk to anticipate technological, behavioral, and societal changes, ensuring future decisions consider the long-term needs of diabetes patients. It also acts as a proofing tool for innovation, guiding R&D, partnerships, and patient-centred initiatives.
By integrating futures thinking, patient insights, and cross-disciplinary research, the project equips Novo Nordisk not only to respond to changes but also to proactively shape the future of diabetes management with insulin.
Credits: Delivered as part of Bespoke. Role: Strategic Foresight Lead
