Creating Shared Value Through Socially Responsible Initiatives in the United States
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The Blueprint for TheChange Blueprint Program for Change Program January 2012 03 January 2012 Creating shared value through socially responsible initiatives in the United States We believe that a healthy economy, environment, and society are fundamental to long-term business growth. This is why we manage our business in accordance with the Triple Bottom Line principle and pursue business solutions that maximize value to business and society. This report details how this principle has contributed to our success in the United States. DOLORES REISNER USADOLORES REISNER USADolores has type 2 diabetes Dolores has type 2 diabetes v creating shared value in the United States v creating shared value in the United States 2 Contents Creating shared value 3 The Blueprint for Change Program The Blueprint for Change Program contents creating shared value If we… We seek to The Triple Bottom Line: Creating shared value 3 address barriers to high-quality care for patients change diabetes A commitment to sustainable and those at risk of type 2 diabetes… and establish our growth have a positive societal impact in the communities presence in a Corporate social responsibility Our approach 4 we call home… holistic way, What is shared value? is not only a moral decision. partner with our stakeholders to help them reach addressing Put quite simply, shared value means what is good Evidence now shows that socially The challenge 6 their goals… patient, societal, for patients, our employees, and our communities responsible activities can help and stakeholder is good for us. companies gain a competitive needs. advantage in building a strong We could… The Novo Nordisk Way describes who we are, improve patients’ lives and help to reduce their where we want to go, and how we work.1 We reputation, earning the trust of Value to society 8 healthcare costs… believe that a healthy economy, environment and customers and investors, and create jobs and give back to the community… society are fundamental to long-term business attracting, engaging, and - Quality of care 8 build a committed workforce that enables the growth success.1 This is why we manage our business in retaining employees. of our business accordance with the Triple Bottom Line principle and pursue business solutions that generate value - Early diagnosis 12 to business, patients, and society. We would create shared value. - Prevention 14 By putting patient, societal, and stakeholder needs at When we consider the interests of our patients ADAM M. GRANT, Professor the center of our business, we build relationships. This and other stakeholders — providers, payers, and The Wharton School differentiates our company, opening doors for those we serve suppliers and other business partners who support University of Pennsylvania - Helping to build and for ourselves. our efforts to improve outcomes for people with sustainable communities 16 diabetes — we maximize value for both society and our company (Figure 1). Our Triple Bottom Line principle carries a business We never compromise rationale. When we address societal issues, we Value to us 18 build an engaged workforce that creates synergies on quality and business ethics. with our partners. It helps us to build trust with - Culture and employee engagement 18 our customers by strengthening their value chain — potentially opening new opportunities for long-term business success. That’s shared value. the Novo Nordisk Way1 - Stakeholder support 20 Looking to the future 22 Shared value starts with the patient Figure 1 Methodology and definitions 24 Healthy people Value to society Value to us with diabetes Glossary 26 Limiting disease onset or achieving The most valuable patients are high quality care may improve the healthy people with diabetes who are lives of patients and reduce medical loyal to our products and services and nonmedical cost to society Reference list 27 Quality of care Early diagnosis Prevention v v v creating shared value in the United States v creatingcreating sharedsharedcreating valuevalue sharedinin thethe United Unitedvalue in StatesStates the United States 2 Contents CreatingCreating sharedsharedCreating valuevalue shared value 33 3 The Blueprint for Change Program TheThe BlueprintBlueprint forforThe ChangeChange Blueprint ProgramProgram for Change Program contents creatingcreatingcreating sharedshared shared valuevalue value If we… WeWe seekseek toto We seek toTheThe TripleTripleThe BottomBottom Triple Line:Line: Bottom Line: Creating shared value 3 address barriers to high-quality care for patients changechange diabetesdiabeteschange diabetesAA commitmentcommitment A commitment toto sustainablesustainable to sustainable and those at risk of type 2 diabetes… andand establishestablish ourandour establishgrowthgrowth our growth have a positive societal impact in the communities presencepresence inin aa presence in a CorporateCorporate Corporatesocialsocial responsibilityresponsibility social responsibility Our approach 4 we call home… holisticholistic way,way, holistic way,WhatWhat isis sharedsharedWhat value?value? is shared value? isis notnot onlyonly is aa notmoralmoral only decision.decision. a moral decision. partner with our stakeholders to help them reach addressingaddressing addressingPutPut quitequite simply,simply,Put shared sharedquite simply, valuevalue means meansshared what whatvalue isis means goodgood what is goodEvidenceEvidence nownowEvidence showsshows now thatthat shows sociallysocially that socially The challenge 6 their goals… patient,patient, societal,societal,patient, societal,forfor patients,patients, ourourfor employees,employees,patients, our andand employees, ourour communitiescommunities and our communitiesresponsibleresponsible responsible activitiesactivities cancan activities helphelp can help andand stakeholderstakeholderand stakeholderisis goodgood forfor us.us.is good for us. companiescompaniescompanies gaingain aa competitivecompetitive gain a competitive needs.needs. needs. advantageadvantageadvantage inin buildingbuilding in aa buildingstrongstrong a strong We could… TheThe NovoNovo NordiskNordiskThe NovoWayWay describes describesNordisk Way whowho describes wewe are,are, who we are, improve patients’ lives and help to reduce their wherewhere wewe wantwantwhere toto go,go, we andand want howhow to wewego, work. work.and how11 WeWe we work.1 We reputation,reputation,reputation, earningearning thethe earning trusttrust ofof the trust of Value to society 8 healthcare costs… believebelieve thatthat aa believehealthyhealthy that economy,economy, a healthy environmentenvironment economy, andandenvironment andcustomerscustomers customersandand investors,investors, and andandinvestors, and create jobs and give back to the community… societysociety areare fundamentalfundamentalsociety are totofundamental long-termlong-term businessbusinessto long-term business attracting,attracting,attracting, engaging,engaging, engaging,andand and - Quality of care 8 build a committed workforce that enables the growth success.success.11 ThisThis issuccess.is whywhy wewe1 This managemanage is why ourour we businessbusiness manage in inour business inretainingretaining employees.employees.retaining employees. of our business accordanceaccordance withwithaccordance thethe TripleTriple with BottomBottom the TripleLineLine principleprinciple Bottom Line principle andand pursuepursue businessbusinessand pursue solutionssolutions business thatthat solutions generategenerate thatvaluevalue generate value - Early diagnosis 12 toto business,business, patients,patients,to business, andand society.patients,society. and society. We would create shared value. - Prevention 14 By putting patient, societal, and stakeholder needs at WhenWhen wewe considerconsiderWhen thethe we interestsinterests consider of ofthe ourour interests patientspatients of our patients AADAMDAM M.M. GRANTGRANTADAM,, ProfessorProfessor M. GRANT , Professor the center of our business, we build relationships. 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