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Phase 2: Market Creation at Scale Novo Nordisk didnt just innovateit scaled demand aggressively: Positioned GLP-1 as a dual-solution drug (diabetes + weight loss) Expanded into non-diabetic populations seeking weight management Invested heavily in manufacturing and global supply chains Built direct-to-consumer channels to improve access By 2025: GLP-1 drugs became the primary growth driver for the company Novo Nordisk held a dominant share in the GLP-1 market Demand surged globally, driven by rising obesity and diabetes rates The broader GLP-1 market is now expected to grow at ~14% CAGR, driven by lifestyle diseases and expanding use cases

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