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For many healthcare professionals, the global pharmaceutical company is intrinsically tied with diabetes care. The brand has been instrumental in innovating care for this increasingly common chronic condition for almost 100 years. While the corporate brand in pharma in the US has typically taken a backseat to the product brand, Novo Nordisk has embraced its corporate identity, a commitment that helped land it in 8th place on report.

In addition to diabetes care, Novo Nordisk also offers therapeutic solutions for rare bleeding disorders, growth hormone-related disorders and obesity., Vice President of Corporate Branding at Novo Nordisk, is a brand and marketing strategist with extensive experience in international brand development and implementation. Before joining Novo Nordisk, he spent a decade as a brand consultant working extensively with healthcare, manufacturing and FMCG brands.

Adams is responsible for global brand strategy, reputation management, corporate campaigns, digital communications and brand identity. Adams sat down to answer some questions with Nicole Diamant, Senior Marketing Manager for InterbrandHealth.

Nicole Diamant: Nick, we had a chance to meet when Best Pharma Brands launched earlier this year and Novo Nordisk placed at No. Why do you think the brand resonates so strongly with healthcare professionals? What are the brand investments you and your team have made to ensure the strength of the corporate brand? Nick Adams: A key part of why we have such a strong brand is the more than 90 years of history we have within diabetes.