Over many decades, the pharmaceutical industry has been characterized by heavy product-focused business operations. Rising health care costs, pressure from health care payers as well as impending patent expirations are now pushing for a shift towards addressing patients’ needs ‘beyond the pill’. In addition, advancing digital technologies enable the patients to become active and self-directive on their health care management. How does the integration of digital technologies affects the implementation of a patient-centric business strategy for Novo Nordisk?